EU PGI Marketing Campaign

Transcription

1 EU PGI Marketing Campaign Germany Italy Denmark Sweden

2 Agricultural Sector in Wales The majority of sheep and beef cattle are in the upland and hill areas of Wales Topography and landscape in Wales favours grassland systems rather than arable production enabling Welsh farmers to focus on high quality meat production Only around 4 percent of lamb produced in Wales is consumed in Wales. This figures stands at around 5 percent for beef Sector worth 1 billion per annum to the Welsh economy Exports of PGI Welsh Lamb and PGI Welsh Beef to European and third country destinations worth 225 million In majority of rural areas agriculture is the main source of employment & essential to local economies Welsh livestock farmers underpin visitor economy, which supports 172,000 jobs & contributes 6.2 billion in Gross Domestic Product (GDP)

3 Contents Campaign Overview Primary Objectives By Market Objectives Strategy Overview / Insight Campaign Schedule Creative Examples

4 Overview HCC has secured funding from the European Union to support marketing campaigns for the promotion of PGI Welsh Lamb and PGI Welsh Beef for a three year period (April 2015 March 2018) Total value of the programme is 4.16 million Euros over three years (50:50 match funded) Activity is focused on four key markets; Germany Italy Denmark Sweden Activities include: International Fairs Point of Sale Materials Inward Trade Missions Public & Press Relations Websites & Digital Marketing Press/Magazine Advertising Consumer & Trade

5 Objectives HEADLINE OBJECTIVES To convey objective and exhaustive information to target groups on EU quality schemes for meat products, notably the specifications of meat products benefiting from Protected Geographical Indication and the controls required for the production of products under such quality schemes. To increase awareness, recognition, demand and consumption of meat produced under a Community quality scheme, namely PGI Welsh Lamb in Germany, Italy, Sweden and Denmark. To increase awareness, recognition, demand and consumption of meat produced under a Community quality scheme, namely PGI Welsh Beef in Germany and Italy.

6 SMART Objectives Germany Objectives Increase recognition of the PGI symbol Increase awareness of PGI Welsh Lamb to 21% of consumers. Increase awareness of PGI Welsh Beef to 5% of consumers. Increase awareness of PGI Welsh Lamb advertising to 7%. Increase awareness of PGI Welsh Beef advertising to 3%. To increase market website visits by 10% year on year. To benchmark consumer understanding of the PGI symbol and then increase understanding by 1% year on year. Strategy Overview / Insight Germany is already an established market for PGI Welsh Lamb. The campaign focuses on two target audiences: - Consumer - Affluent meat eating, food consumers, aged Trade - Importer/distributors, foodservice and retail buyers Primary focus is the promotion of PGI Welsh Lamb, though a significant level of PGI Welsh Beef promotion will also take place.

7 SMART Objectives Italy Objectives Increase recognition of the PGI symbol to 60% of consumers. Increase awareness of PGI Welsh Lamb to 14% of consumers. Increase awareness of PGI Welsh Beef to 10% of consumers. Increase awareness of PGI Welsh Lamb advertising to 8%. Increase awareness of PGI Welsh Beef advertising to 3%. To increase market website visits by 10% year on year. To benchmark consumer understanding of the PGI symbol and then increase understanding by 1% year on year. Strategy Overview / Insight Like Germany, Italy is already an established market for PGI Welsh Lamb, with a significant number of importers, distributors and chefs supporting the product. Continuation of key messaging around: - Taste natural & unique - Welsh Landscape character & PGI - Farming Heritage PGI Welsh Beef is a new product in Italy and so focus will be on raising awareness. Key messages: - Taste - Landscape - Farming Heritage - Welsh Character - Versatile & Natural

8 SMART Objectives Denmark Objectives Increase recognition of the PGI symbol to 13% of consumers. Increase awareness of PGI Welsh Lamb to 4% of consumers. Increase awareness of PGI Welsh Lamb advertising to 3%. To increase market website visits by 10% year on year. To benchmark consumer understanding of the PGI symbol and then increase understanding by 1% year on year. Strategy Overview / Insight Lamb is considered to be a premium meat in Denmark. PGI Welsh Lamb will be positioned as a high quality product, attracting a premium price. 19 % of all households have Lamb on the menu at least once a month and per capita consumption of Lamb is growing from 2,1 kg in 2013 to 3,6 kg in Barbecuing is popular all year round and a focus area for Retailers. Core users are households with 2 persons, +40 years, middle to high income, living in urban areas. PR activity will focus on events with famous Danish Chefs, who strongly influence consumer behaviour.

9 SMART Objectives Sweden Objectives Increase recognition of the PGI symbol to 16% of consumers. Increase awareness of PGI Welsh Lamb to 12% of consumers. Increase awareness of PGI Welsh Lamb advertising to 3%. To increase market website visits by 10% year on year. To benchmark consumer understanding of the PGI symbol and then increase understanding by 1% year on year. Strategy Overview / Insight PGI Welsh Lamb is positioned as a premium product with strong traditions and impeccable standards of production. Advertising will reinforce the origin of the meat, showing pride in the quality. The Welsh landscape will be used to create the right associations and a reason to believe in the quality of the meat. To give PGI some wider context for the consumer, PGI Welsh Lamb will make associations with other well known PGI products for example Parma Ham and Champagne.

10 Print Advertising GESC H M A C K B R A UCHT ER FA H RUN G, R ESPEK T UN D L I EB E. Dass Lammfleisch aus Wales so hochwertig und gesund ist, hat viele Ursachen. Zum einen der reich gedeckte Tisch der Natur: proteinreiche Gräser, ausgewählte Klee- und Kräutersorten sowie wilder Chicorée. Zum anderen die regelmässige Bewegung der Tiere bei der Wanderung von Weide zu Weide. Vor allem aber unsere Tierhaltung, die stets von grösster Sorgfalt geprägt ist. Es i s t Ze i t f ü r Qu a l i t ä t Mehr über Lammfleisch aus W ales sowie Bezugsquellen finden Sie unter: walisischeslamm.eu Es i s t Ze i t f ü r Qu a l i t ä t

11 Digital

12 Social

13 Hybu Cig Cymru POS

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