Chafea

Communication campaign in Canada

Communication campaign in Canada

In the context of CETA, the objectives of this specific campaign 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 Canada.

Well known and recognised local Chef Ambassadors and influencers will help tell stories of European products by using the 'More than food' headline. The message will be delivered via a set of synergic activities, mainly: media partnership (incl. TV), social media (website, paid social media, earned media), B2B events etc.

ACTION STRATEGY:

Building on the three objectives outlined, the strategy focuses on leveraging the strengths of EU Food and beverages (Authenticity, Safety, Quality) through credible Canadian third-party voices. It aims to integrate distinct EU food characteristics into food experiences in order to raise curiosity and excite consumers and business audiences about the traditions, quality and tastes of EU food and beverage products.

TARGET GROUPS:

Consumers:

  • Millennials
  • Generation X
  • Baby Boomers

Business audience:

  • Importers, distributors, buyers
  • Small & large retailers
  • HoReCa

Visit campaign website:

https://europa.eu/more-than-food-canada/

Visit social media channels:

Instagram: https://www.instagram.com/morethanfoodca/

Facebook: https://www.facebook.com/morethanfoodca/

Proposing organisation(s): 
European Commission
Programme type: 
Simple
Target market: 
Third Countries
Target countries:
Product(s):
Quality schemes:
Approval Year: 
2019
Duration: 
1 year(s)
EU Organisation: 
Yes
Budget(s): 
Proposing country:
Campaign budget: 
2 199 588,00 €
EU contribution: 
2 199 588,00 €