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