Chafea

VEG_BG

VEG_BG

Information and promotion programme aiming at increasing the consumption of fresh vegetables in Belgium and Germany

This programme concerns an information and promotion campaign aiming at increasing the consumption of fresh vegetables in Belgium and Germany in the context of balanced and proper dietary practices. In general, the nutritionists recommend that the population consume more vegetables. The consumption of vegetables in Belgium and Germany is well below the daily recommended amount especially among young people age 20-30 years, single people and the lower income class. On average, there is an under-consumption of around 50%. So there is a huge growth potential in the vegetable consumption, which would also benefit public health. An overestimation of one's own vegetable consumption and an underestimation of the recommended quantities is the basis of the low consumption. With this campaign we want to create a change in behaviour among the target group by increasing the consumption of European fresh vegetables in Belgium and Germany among the target group, age 20 to 30 years by +12% by 2021 vs. 2017). We also aim to increase awareness of our target group for several statements about fresh European vegetables. The campaign will be made for both countries; Belgium and Germany. During our 3-years campaign, we will use as European Union key message “Vegetables are the new sneakers – powered by Europe” in Belgium and Germany. We are convinced that the best way to address our target group is a multi-approach and for this campaign we’re opting for digital advertising on multi online channels.

Proposing organisation(s): 
VLAAMS CENTRUM VOOR AGRO- EN VISSERIJMARKETING VZW | BUNDESVEREINIGUNG DER ERZEUGERORGANISATIONEN OBST UND GEMUSE (BVEO) EV
Programme type: 
Multi
Target market: 
Internal Market
Target countries:
Product(s):
Approval Year: 
2018
Duration: 
3 year(s)
EU Organisation: 
No
Budget(s): 
Proposing country:
Campaign budget: 
746 149,50 €
EU contribution: 
586 145,20 €
Proposing country:
Campaign budget: 
794 155,90 €
EU contribution: 
646 099,12 €