REA

Communication campaign in the GCC region

Communication campaign in the GCC region

GCC
Duration: 
3 year(s)
Period: 
2019-2021
Budget: 
€4364204.04
Target groups
Consumers: 
Consumers
Business audience: 
Importers
Buyers
HoReCa
Traders
Objective: 

The target countries of this campaign are United Arab Emirates and Kingdom of Saudi Arabia and the aims are to:

  • Create a positive awareness about and understanding of the characteristics of EU agricultural products with business and consumer audiences
  • Encourage business audiences to import, distribute, use and promote EU agricultural products
  • Encourage consumer audiences to purchase and consume EU agricultural products in order to ultimately increase the market share of EU agricultural products in United Arab Emirates and Kingdom of Saudi Arabia.
Action strategy: 

Building on the three objectives outlined, the strategy will provide educational and tasting experiences in relation to the EU food and beverage products during face-to-face events and advertising.

Summary: 

The campaign includes tasting experiences in malls in Dubai and Saudi Arabia for consumers; master class seminars for retailers, importers and HoReCa; familiarization trips to European farms and production facilities with selected regional bloggers; as well as social media actions and traditional media engagement (newsletters, advertising)

The campaign slogan is "More Than Food".

The main communication message transmits that the EU food is more than just food, having a focus on safety, quality and authenticity.

The food categories promoted are:

  • Fresh and processed fruit and vegetables
  • Confectionary, chocolate and cakes, pastry
  • Dairy and cheese
  • Beef and poultry
  • Preparations of cereals, flour, starch and nuts
  • Olive oil and condiments