liste des propositions de programmes dans

Transcription

LISTE DES PROPOSITIONS DE PROGRAMMES DANS
LE CADRE DU REGLEMENT (CE) N° 501/2008
– MODIFIE PAR LE REGLEMENT (UE) N° 1085/2011
POUR LA PROMOTION SUR LE MARCHE INTERIEUR ET
DANS LES PAYS TIERS
RESULTATS DE L'EXAMEN DES
PROPOSITIONS DE PROGRAMMES 2013
- PARTIE 1 : PROGRAMMES ACCEPTES
September 2013
1
PROGRAMMES ACCEPTES
TABLE DES MATIERES
PAYS
ORGANISATIONS PROPOSANTES
PRODUITS
PAGES
ORGANIC
4
DAIRY
14
AT
AMA-M
CZ
AGRÁRNÍ KOMORA ČR
DK
GAU
FRESH FRUIT & VEGETABLES
24
EL
EAS KAL + EAS MES
DAIRY + OLIVE OIL + TABLE
OLIVES
34
ES
COAG-IR
PDO PGI TSG (VEGETABLES)
43
ES
CRDO CARIÑENA+CRDO
CALATAYUD+CRDO CAMPO DE
BORJA+CRDO SOMONTANO+CRDO
TERRA ALTA
WINES
57
FI
LIHATIEDOTUSYHDISTYS RY
MEAT (Pig)
74
FR
CIGC + CNIEL + CHAOURCE +
BEURE CHARENTE-POITOU +
CANTAL + MORBIER + OSSAUIRATY + REBLOCHON +
CAMEMBERT DE NORMANDIE +
LIVAROT + PONT L'EVÊQUE +
NEUFCHÂTEL + BEURRE D'ISIGNY
+ CRÈME D'ISIGNY + BRIES DE
MEAUX + BRIE DE MELUN
PDO PGI TSG (DAIRY)
82
FR
FIL Rouge
MEAT
93
FR
CNIEL
DAIRY
105
IT
CONSORZIO DI TUTELA
FORMAGGIO STELVIO +
CONSORZIO MELA ALTO ADIGE +
CONSORZIO DI TUTELA SPECK
ALTO ADIGE
PDO PGI TSG
122
LT
LMPA
BEEF, VEAL & PIG
(Processed products)
136
LT
BAB
FRESH FRUIT & VEGETABLES
146
PDO PGI TSG
158
MULTI
EL/RO
COOP. KROKOS KOZANIS + UNION
OF PDO/PGI PRODUCERS + SC
SONIMPEX SERV COM SRL
2
PAYS
ORGANISATIONS PROPOSANTES
UIFP + ASPERGES DES LANDES +
APKPA + APFEL SUD-OUEST +
BUREAU NATIONAL
INTERPROFESSIONNEL DU
PRUNEAU + CONSEJO
MULTI REGULADOR DOP KAKI RIBERA
FR/ES/IT DEL XUQUER + CONSORZIO
DELLA PERA DELL EMILIA
ROMAGNA IGP + CONSORZIO
PESCA E NETTARINA DI
ROMAGNA + CONSORZIO
RADICCHIO DI TREVISO
NL
FFH
PL
PRODUITS
PDO PGI TSG
(FRUIT & VEGETABLES)
PAGES
168
HORTICULTURE
183
UPEMI
MEAT
201
PT
CVRVV
WINES
211
PT
FNAP
HONEY
233
PT
IVDP
WINES
244
SI
GIZ MESO IN IZDELKI
MEAT (Quality Poultry Meat)
269
UK
SUSTAIN
ORGANIC
292
3
EVALUATION SHEET OF A PROMOTION PROGRAMME
IDENTIFICATION OF THE PROGRAMME
Member State(s):
Austria
Title of the programme:
Erzeugnisse der ökologischen/biologischen
Landwirtschaft
Competent Authority(ies):
Agrarmarkt Austria (AMA)
Proposing organisation(s):
AMA Marketing GesmbH
Implementing body(ies):
Creativity: A&V Werbeagentur Communication GmbH
Media planning: Media.at WerbegmbH/OmniMedia
Werbeges.mbH
Type of measure:
Mixed (information + promotion)
Product(s):
Organic farming
Targeted Member States:
Austria
Duration:
3 years
Total budget:
4.200.000 €
Proposal received on:
05/06/2013
Programme summary for the Spokespersons' service (brief description of products,
objectives, target groups, actions). Preferably in EN and 2 paragraphs max.
Austrian programme for organic farming aimed at the Austrian market with a total budget of
4.2 million € over three years.
Main objectives are a per capita increase in the consumption of organic products by 2% per
programme year, a 5% increase in market penetration of certain organic products by the end
of the campaign and awareness related objectives regarding the concept of organic farming
and the notoriety of the EU and AMA logo. The programme targets consumers, distributors,
opinion multipliers and teachers.
Main actions are yearly “organic action days” organised all over Austria, print campaigns and
editorial TV spots, educational material, events at POS and online measures/phone apps.
4
ELIGIBILITY CRITERIA
Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
Yes/No
Written and signed commitment to co-financing by MS
Yes/No
Written and signed commitment to co-financing by the proposing
organisation(s)
Yes/No
The programme is a coherent set of actions?
Yes/No
Actions not linked to origins or private brands,
with the exception of designations under Community rules
Yes/No
Product(s)/target countries are eligible
Yes/No
Compliance with the relevant guideline(s)
Yes/No
OPINION OF THE MEMBER STATES(S)
Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community
information/promotion actions
Yes/No
Continuation of programme 2010-IM-502-AT, running until 23/09/2013
Confirmation by the MS of the representativeness of the proposing organisation
in the relevant sector(s)
Yes/No
Confirmation by the MS of the effectiveness of the proposing organisation
Yes/No
Confirmation by the MS of the technical capacity and effectiveness of the
implementing body
Yes/No
DESCRIPTION OF THE PROGRAMME :
Objective(s):
(1) Increase the consumption of organic products
- increase of per capita expenses for organic products by 2% per programme year
(reference value: 68,60 € per capita/year in 2012, source: RollAMA)
- increase by 5% the market penetration of organic products (basket of 11 product
groups) at the end of the 3rd programme year (reference value 23,9% in 2012, source:
Roll AMA)
- increase consumption of seasonal organic fruit and vegetables. At the end of the 3rd
programme year, market penetration shall have risen for 50% of selected seasonal
organic fruit and vegetables (controlled by RollAMA).
(2) Enhance consumer awareness regarding organic products
At the end of the programme,
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- 60% of respondents shall associate the concept of organic farming with the notion "free
of chemicals"
- 50% of respondents shall associate the concept of organic farming with the notions
"animal welfare" and "no GMOs"
(3) Enhance consumer awareness regarding controls of EU organic products
At the end of the programme 50% of respondents shall associate both logos (EU and
AMA) with strictly controlled organic products.
(4) Enhance consumer awareness regarding labelling of organic products
At the end of the programme 40% of respondents shall be able to distinguish organic
products from non-organic products.
At the end of the programme, 70% of consumers shall recognize the EU and AMA logo
as a guarantee for safe organic products.
Other objectives:
- Provide comprehensive information about the benefits of organic farming, in particular in
relation to environmental protection, animal welfare, maintenance of the countryside and
development in rural areas
- Encourage retailers and restaurants to sell organic products, encourage producers to switch
to organic production methods
Strategy:
Slogan: "Ich will BIO"
Campaign focuses on the n° 1 reason for consumers to buy organic, which is the feeling that
eating organic is good for them. The campaign uses this motivation of the consumers and
plays with it. The slogan offers a high potential for identification with the campaign.
The other benefits of organic farming will also be communicated but will be secondary to the
main slogan.
Target group(s):
 Consumers in general and specific subgroups of consumers as young households,
adolescents and consumers 50+
 Opinion multipliers (journalists, star-chefs)
 Distributors (specialised retailers, supermarkets, wholesalers, caterers, canteens,
restaurants)
 Teachers
Themes:
 Basic principles of organic farming
 Additional benefits of organic production methods (climate protection, environmental
protection, maintenance of rural countryside, animal welfare)
 No GMO used in organic farming
 Nutritional value of organic products
 Consumer security and controls in organic farming
 The different organic labels (EU and national)
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Aspects covered:
quality
safety of food
specific production methods
nutritional values
health impacts
labelling
animal welfare standards
respect for the environment
EU system for organic products
Messages to be conveyed:
 Basic principles of organic farming (Regulation 834/2007, no genetically modified
products, no synthetic phytopharmaceuticals, etc.)
 Production methods, availability, labelling etc.
 Additional benefits of organic production methods (sustainable agricultural methods,
environmental protection)
 Nutritional value of organic products (fewer remnants of chemical products, smaller intake
of chemicals through food)
 Consumer security and controls in organic farming (traceability, EU wide control
mechanisms and the safety of 'international' organic products)
 Labelling: The EU organic logo guarantees that the products comply with strict EU wide
production rules and are subject to rigorous controls.
Core messages vary according to product concerned, for example:
 Meat and poultry: animal welfare and genetically non-modified feed
 Fruit & vegetables: no chemical/synthetical phytopharamceuticals and no easily
dissolvable mineral fertilizers used.
Actions, including their scope/volume and a provisional timetable:
The focus is on below-the-line activities which go along with active press work. The aim of
all below-the-line activities is to create the highest possible media coverage. Above-the-line
measures are added to reach the broad public. Highlight of each year are the "BioAktionstage". The EU logo and website will be prominently placed on all material.
5.7.1 Bio-Days, focus "milk"
Total budget: 887.610 €
Every year, during two weeks end of September, distribution of 300.000 milk samples at
prominent public spaces + 16 "Bio info points" in several cities
Promotion of the event starts in the beginning of September on TV/Radio (ORF), on the
internet (www.bioinfo.at), in Cafés/Restaurants, organic supermarkets, on organic farms
Cooperation with AT organic associations and retail sector which multiplies communicative
output.
Contacts: Each year 450.000 people directly, 5 million contacts via media cooperation
5.7.2 Print campaign (print ads, advertorials)
Total budget: 1.076.850 €
In all three years, advertorials and print ads will be placed in broad consumer and special
interest media (e.g., "Krone Bunt", "BIO Austria"). 52 ads/advertorials per year, 1/2 page, 4
colours.
OTS (consumer press): 10
Coverage (consumer press): 78,5% of target groups
7
5.7.3 TV thematic weeks
In all three years, 10 short emissions à 3 minutes as part of the TV programme "Konkret" on
ORF2
Editorial content (production methods, different organic products, labelling etc.)
Contacts: 421.000 viewers per emission
5.7.4 Info brochures for consumers
One new brochure per year à 100.000 copies, 24 pages.
Focus on labelling of organic products (in particular EU logo + relevant information on
organic farming such as environmental protections, animal welfare, development of rural
areas
Contacts: 200.000 readers
5.7.5 Bio Schatztruhe
Only in first year, infotainment tool for 7-10 years old, containing several games, posters,
quizzes. 2.000 pieces.
The content of the "Schatztruhe" will be created in cooperation with "Pädagogische
Hochschule Wien" and distributed to teachers.
5.7.6 Bio kit for mothers
Only in second year, info kit for pregnant women, with focus on nutritional values, strict
controls and environmental benefits of organic farming. Includes practical gadgets. 5.000
pieces
The kit can be ordered via the AMA homepage, publicity for the kit also in print ads.
5.7.7 Gastronomic event
Only in third year, cooperation with organic-certified restaurants (180 exist in Austria).
Motivate restaurants to identify organic ingredients in the menu; production of separate sheet
with information on organic products to add to the menu. Posters to put up in the restaurant +
high quality enamel signs to put up outside next to entrance saying "Ich hab' BIO".
The aim is to have at least 40% of restaurants join in the action.
5.7.8 Extension web portal & smartphone apps
Extension of web site www.bioinfo.at to become more of an infotainment tool to reach
younger target groups. Links to http://ec.europa.eu/agriculture/organic .
Year 1: Online game "Bio Bauernhof" to be played online, on smartphones and on Facebook
(strategy and simulation game).
Year 2: Smartphone app "EU organic logo"
Year 3: Smartphone app for organic cooking
The aim is to reach to 2.200 persons/month (current programme: 1.100 persons/month)
5.7.9 Database & BIO-MAP
"BIO MAPS" will be a tool to facilitate search for farms, retail and gastronomy that offer EU
organic products. Set up of a database covering all Austrian organic businesses (1st
year).Creation of a MAP app compatible with all mobile services (different operating
systems, phones and tablets). Creation of a print version of the MAP and distribution al over
Austria.
The MAP will be promoted with the print campaign, the TV spots and during BIO action
days. 900.000 expected net contacts.
8
5.7.10 Educational brochures for POS staff
Education of sales personnel at POS to ensure qualified information of consumers. Production
and distribution of educational material during all 3 programme years.
2 new brochures (65.600 copies in total) + reprint of 3 existing ones (180.000 copies in total)
+ comprehensive POS booklet à 5.000 copies + consumer give aways
5.7.11 POS tastings
Tastings of EU organic products all over Austria on 5 days per year à 60 outlets. Hangars,
banners and stoppers in participating POS to highlight products with EU organic logo.
Expected contacts over 3 years: 210.000 consumers
5.7.12 Events for professionals
2 events per year: one 5-day event (50 participants) and one 3-day event (50 participants) for
professionals from the organic sector from within the EU. Events include seminars, visits of
producers and distributors, networking events for exchange of ideas and best practices.
Anticipated impact:
For objectives and foreseen impact, see heading "Objectives" above. The primary anticipated
impact is a rise of on average 2% per programme year of per-capita expenses for organic
products (reference value 2012: 68,60 € per capita/year, source RollAMA panel).
Methods:
Data from RollAMA, Statistik Austria and Eurostat for data on consumption related
objectives.
Studies by IGF Institut and standardised media tests offered by market research institutes like
Gallup and Focus to test awareness related objectives.
Survey among all organic producers and organic retailers that are part of AMA database about
satisfaction with turnover and business development. Expected return of questionnaires: at
least 15%
Media analysis, media monitoring, access statistics for evaluation of single actions.
9
Expected results per action + proposed method:
Action
1) Bio Action Days
Objective
Reach at least 400.000 persons per
programme year
2) Print Campaign
3) TV thematic
weeks
4) Brochure
78,5 % coverage
420.000 viewers per emission
5) Bio Schatztruhe
6) Bio kit for
pregnant women
7) Cooperation with
gastronomy
8) Extension web
portal
9) Database and Bio
MAP
10) Info activity
POS
11) Tasting POS
12) Events for
"organic"
professionals
Measurement
Lottery – returning vouchers
Market research institute:
counting of participants at
every Info Point
Number of distributed milk
samples
Media analysis
Media analysis
Distribution of all brochures within 3
years
Distribution of all boxes within 3
years
Distribution of all kits within 3 years
Stock check
At least 40% of organic certified
restaurants join the initiative in 3rd
programme year
Increase of frequency by 100% at the
end of year 3
Distribution of all brochures within 3
years
Orders of enamel signs
Orders of inlays for menu card
Distribution of all "Bio Fibeln"
Number of consumers that would be
willing to buy the EU organic
products offered for tasting
Total of 100 relevant contacts
ASSESMENT BY THE MEMBER STATE
General interest of the programme:
28/30
Quality of the programme:
34/40
European dimension:
07/10
Cost/efficiency:
18/20
10
Stock check
Stock check
Download rates, click rates
Orders of educational material
Downloads educational
material
Number of distributed "Bio
Fibeln"
POS survey at 2 representative
stores
List of participants
Budget by action :
€
ACTIONS
YEAR 1
295.870
358.950
55.000
35.000
104.500
5.7.1
Bio-Days
5.7.2
Print
5.7.3
TV thematic weeks
5.7.4
Brochures consumers
5.7.5
Bio Schatztruhe
5.7.6.
Bio kit for mothers
5.7.7
Gastronomic activities
5.7.8
Web portal
5.7.9
Database Bio MAP
5.7.10
POS info
5.7.11
POS tasting
5.7.12
Events
Total for actions (1)
Cost of performance guarantee
Fees of implementing body (maximum
13/15 % of (1), Annex III point B.1.2 of the
contract)
Measurement of results of actions (maximum
3 % of (1), Annex III point C.5 of the
contract)
Total direct costs for the programme (2)
Overheads (maximum [3/5 internal market]
[4/6 third countries] % of (2), Annex III point
A.2 of the contract)
TOTAL FOR PROGRAMME
YEAR 2
295.870
358.950
55.000
35.000
YEAR 3
295.870
358.950
55.000
35.000
103.000
TOTAL
887.610
1.076.850
165.000
105.000
104.500
103.000
20.120
124.340
450.000
173.940
450.000
150.000
3.810.360
0
359.640
22.300
150.000
48.500
150.000
50.000
1.270.120
0
119.880
29.980
150.000
42.320
150.000
50.000
1.270.120
0
119.880
20.120
72.060
150.000
83.120
150.000
50.000
1.270.120
0
119.880
10.000
10.000
10.000
30.000
1.400.000
0
1.400.000
0
1.400.000
0
4.200.000
0
1.400.000
1.400.000
1.400.000
4.200.000
Co-financing plan: €
CO-FINANCING
EU
MEMBER STATE
PROPOSING
ORGANISATION
SUBTOTAL
YEAR 1
€
700.000
280.000
420.000
1.400.000
%
50
20
30
100
YEAR 2
€
700.000
280.000
420.000
1.400.000
%
50
20
30
100
YEAR 3
€
700.000
280.000
420.000
1.400.000
%
50
20
30
TOTAL
€
%
2.100.000
50
840.000
20
1.260.000
30
100
4.200.000
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION
Remarks:
The programme is the continuation of running programme 2010-IM-502-AT that will end on
23/09/2013. Overall, the new proposal constitutes the third continuation of the Austrian
organic campaign. A proposal submitted for the 1st round of 2013 was rejected due to the
messages conveyed via the proposed visuals (superiority of AMA logo over EU logo).
Programme eligible:
Yes/No
11
100
First observations to be communicated to MS:
In application of Article 8(2) of Commission Regulation (EC) No 501/2008, the programmes
submitted shall contain sufficient detail to comply with the applicable rules and enable their
cost/benefit ratio to be evaluated. The Member State and the proposing organisation are
invited to provide the following additional information:
Proposing organisation
The Member State states that the proposing organisation Marketing GesmbH is a private and
not a public body (page 17 of Member State Memorandum, “Erklärung zur Bewertung und
Identifizierung”). The Member State is asked to confirm this opinion basing its answer on the
criteria a), b) and c) of article 1(9) of Directive 2004/18/EC.
Objectives
The proposal states that market penetration for seasonal products should have risen for 50%
of seasonal products which are part of a specific basket at the end of the programme period.
Please also indicate by how much market penetration is supposed to rise compared to 2012
figures (pages 46, 47).
Reference values/points of departure also need to be defined for the objectives aiming to
improve awareness regarding organic products, controls and labelling (Ziele betreffend
Erhöhung des Informationsgrades/Verbesserung des Kenntnisstandes der Verbraucher).
Methods
Please provide more information about the IGF Institute and the studies they perform on
behalf of AMA.
Actions
Action 5.7.1 Bio-Aktionstage:
A more detailed breakdown of costs is required for the unit costs of milk samples
"Milchpackerl" (0,33 €). In particular, it should be confirmed that the milk will be purchased
at production costs.
The unit cost per T-Shirt (13 €) are disproportionately high compared to unit costs in similar
campaigns. Alternative ways of production should be taken into account if possible.
Action 5.7.2 Print campaign:
The budget table on page 30 is not consistent with the media plan provided. The overall sums
under “Summe Euro” are correct but the columns “Anzahl” and “Kosten/Einheit Euro” need
to be adapted as there will be more than 52 print ads over the 3 years.
Action 5.7.10 and 5.7.11 POS:
Which POS will be targeted? Please provide names of targeted POS.
Can you confirm our understanding that the organic products offered for tasting will be a
balanced mix of products from several EU Member States?
Action 5.7.12 Events
The accommodation costs per night per participant should be kept in line with the ceilings
defined in the standard contract under point Annex III, B. point 2.2 (120 € per night for
programmes on the internal market).
Visuals
On the visuals, change the slogan from “Ich will Bio…aber nur, wenn’s streng kontrolliert
wird” to “Ich will Bio...weil es streng kontrolliert wird”.
Adapt the first part of the text in smaller font below the slogan as follows: „Bio-Lebensmittel
sind das Beste, was die Natur hervorbringt. Das wird garantiert mit dem EU-Biologo und dem
12
AMA-Biozeichen. Dann unterliegen sie nämlich den strengen Auflagen der EUBioverordnung. [...] .“
The link to the EU pages on organic
http://ec.europa.eu/agriculture/organic
http://ec.europa.eu/agriculture/organic/splash_en.
farming should
instead
take
the
OPINION OF THE COMMISSION SERVICES
(coherence between strategy and objectives, quality of actions)
good/average/poor
European dimension / added value:
good/average/ poor
Impact forecast and assessment' methods
good/average/poor
Cost-effectiveness of the programme :
good/average/poor
Points awarded by MS:
87/100
Priority awarded by MS:
1/1
CONCLUSIONS
Observation(s) :
Additional information was requested by letter of 24.6.13/2568377. By letter of 18.7.13
(received 22.7.13), the Member state replied satisfactorily to all requests for additional
information. In addition, by email of 3.9.13, the competent authority confirmed that the
publication took place via the OJ.
Recommendation(s) :
- To be accepted
- To be accepted
- To be rejected
13
form
of
Member State(s):
Czech Republic
White plus. Milk and milk products, BIG PLUS for you.
State Agriculture Intervention Fund (SZIF)
Chamber of Agriculture of Czech Republic
a priori, s.r.o. (PR and marketing agency)
Type of measure:
mixed
Product(s):
milk and dairy products
Czech Republic, Slovak Republic
Duration:
36 months
Total budget:
474.587 EUR
17 June 2013
A Czech proposal (continuation) on information and promotion of milk and milk products,
proposed by the Chamber of Agriculture of Czech Republic, targeting Czech Republic and
Slovakia (new market), aiming at increasing knowledge and sales of dairy products among
women and children. The actions foreseen are media and public relations, activities on the
Internet, milk festival in restaurants, presence in exhibitions and fairs, school children trips to
milk producing farms. The programme will run for 3 years (2014-2017) with a budget of
474.587 EUR.
14
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
The programme's objectives are divided into quantitative and qualitative criteria:
QUANTITATIVE CRITERIA
- quantitative objective to increase the consumption of milk and dairy products in the threeyear horizon of 1.5% in Czech republic and 0,6% in Slovak republic, i.e. in financial terms
of more than € 16.400.000 (in comparison to program budget, which is € 474.587)
- quantitative secondary and supporting objective to increase the awareness about the
communicated issues of 200% according to the results of the survey at the beginning and at
the end of the program.
15
QUALITATIVE CRITERIA
• communication campaigns must effectively support an increase in global consumption of
milk and milk products in the target markets (in both there is the potential to further increase
its level)
• popularize milk and dairy products among families with children and youth
• ensure milk and dairy products positive media coverage with clearly confirmed positive
benefits of consuming milk
Strategy :
Based on experience with the project White plus from 2010 and continuous evaluation of its
effectiveness, the focus will be strategically on a combination of both mass media and
individual approach to target groups of the program. Compared to the current project, this
program will not only focus on the market of Czech Republic, but on Slovak Republic as well
(mainly because of mutual trade in the commodity milk and dairy products, ie. exports from
the Czech Republic to Slovakia) with the ratio 71% of communication activities in the Czech
republic vs. 29% in Slovakia. In the field of mass media attention will be paid to the
following communication channels: print media (print) - primarily nationwide lifestyle titles
(woman, families with children); internet (online) – again primarily lifestyle servers and
special lifestyle section of news webs. This main channels will be at appropriate occasions
supplemented by activities in other mass media, especially nationwide TVs and radio stations.
Use of other mass-media (eg. outdoor / billboards) is not planned.
Use of mass media channels will be completed with personal communication with
journalists, experts, programme's ambassadors and also personal communication with final
consumers (or general public) via presentations at fairs and special activity “Milk Quests” for
schools. At the same time use of own communication platforms, i.e. program web portals
(both in CZ and SK) and selective communication on social networks will be performed.
Previous programme
The proposal contains a description of the currently running programme (till 25/8/2013) to be
continued. The PO would like to be able to continue the programme without a major
interruption in the implementation between the two projects in order to maintain the observed
recovery of this fragile market especially in the Czech market.
The execution rate of the currently running programme is at around 93% of the budget and its
general implementation has not shown any relevant problems. Among others the effectiveness
of the PR activities is estimated as very high, as the return on investment in this activity is
threefold in terms of achieved presence in the media. The previous programme White Plus
from 2010 is reckoned to have had, even with a limited budget, a very important impact on
the market situation by halting the threat of the consumption drop, and in the second phase by
allowing to observe a visible recovery of the consumption growth for most of the dairy
products in Czech Republic.
The objective of the currently running programme is to increase by "up to 3%" the
consumption of dairy products. According to the data shown in the market study in the first
part of the proposal (p.23), if data from the Czech Statistical Office in the period 2010-2012
(2012 are the last available and are still an estimate) are taken into account we observe the
following:
- increase of milk consumption by 2%
- increase of other dairy products consumption by 2%
- increase of cheeses consumption by 1,5%
- increase of butter consumption by 6%
16
- stable consumption of white cheeses;
- drop in consumption of dairy conserves by 20%
The biggest part in the overall demand is made up of "milk" (around 50% weight in quantity),
"other products" (30% weight), "cheeses" (12% weight) and "butter" (5% weight). Taking
into account the proportional weight of these products, the overall increase in quantities of the
Czech dairy consumption in the observed period can be assessed at approximately 2%.
Therefore the programme till now has achieved to a significant extent the assumed objective
of up to 3% increase. Furthermore if the final data for 2013 confirmed the growing trend, an
impact of 3% increase may de facto be reached at the moment of the conclusion of the
campaign.
Moreover it has to be noted as further advantage for the previous campaign is that this
positive trend takes place in very unfavorable market conditions:
- increase of VAT on food products from 9% in 2010 till 14% in 2012, and further to 15% in
2013,
- unexpectedly severe economic crisis in Czech Republic with perspectives of recovery only
appearing in the very final part of the programme,
This all adds to the permanent general difficulty in keeping stable or increasing liquid milk
consumption due also to fierce competition from the soft-drinks industry targeting younger
people and "bad PR" campaigns against milk appearing regularly especially in the internet
that should be counteracted by constant building of a positive image of dairy products.
Concerning the objectives, it should also be borne in mind that the "overview of the situation"
in the Guidelines in 501/2008 for this sector recognizes the difficult conditions of this often
stagnating market, and the mere aim to stop the decline of consumption can even be a
possible objective in more saturated markets.
The new proposal includes the Slovak market which is a logical choice in the case of a Czech
programme due to very tight historical, cultural, linguistic and trade links between these two
countries and where potential for growth of dairy products is even higher due to lower per
capita consumption.
Target group(s) :
Program target groups – common for CZ and SK:
- women (housekeepers), 18 to 55 y.o.
- children and youth, 6 to 18 y.o.
Themes :
* milk and dairy products are delicious with a wide range of applications both for drinking
and for cooking (both in childhood and later in life for the whole family)
* milk and dairy products are an integral and important part of a balanced and varied diet,
especially with the addition of other important categories (eg fruits and vegetables)
* milk and dairy products have specific characteristics and nutritional value, which can be
hardly substituted by other food products
* each individual consumer can find an appropriate category in the milk and milk products
that to be included in his/her diet (milk, fermented milk products, cheese, etc.) with attention
to his current state of health and any restriction
17
Aspects covered :
quality;
food safety;
nutrition issues;
health issues;
labelling;
environmental protection;
image of EU’s products;
Messages to be conveyed :
* milk and dairy products are suitable for daily life in modern times and environment of 21st
century and can be consumed in various forms
* milk and dairy products have specific nutritional value, which may be more beneficial for
certain ages (younger, middle-aged)
* on the markets in the Czech and Slovak Republics, there is a range of dairy products
suitable for different consumers and different consumer situations for different tastes (even
taking into account any individual nutrient limitation)
* there are milk and dairy products with different fat content, each of which may be more
appropriate for certain consumers
Czech Republic
1. Media and public relations (target group of women 18-55 years of age, children and youth
6-18 years old)
2. Activities on the Internet (target group of 18-55 women and children and youth 6-18 years
old)
3. Milk gastrofestival "MilkParade" (target group of 18-55 women and children and youth 618 years old)
4. Presence in exhibitions / fairs (target group of women 18-55 years of age)
5. Project for school "Journey to milk cows wandering" (target group of children and
adolescents 6-18 years)
Slovak Republic
6. Media relations and PR (target group of women 18-55 years of age)
7. Communication activities on the Internet (target group of 18-55 women and children and
youth 6-18 years old)
8. Presence in exhibitions / fairs (target group of women 18-55 years of age)
18
Anticipated impact:
The expected impact of the program is primarily an increase in the consumption of milk
and milk products by 1,5% in the Czech Republic and by 0,6% in Slovakia in the threeyear horizon. In financial terms this is more than € 16.400.000 overall market increase.
At the same time the program should create a positive media space and ensure positive media
coverage of milk consumption in the minimal amount of CZK 60 million / EUR 2,4 million
for the program (together for Phase I-III).
To correct the attitude of the Czech and Slovak public to milk and dairy products in terms of
their more positive perception and awareness within defined target groups would also be a
secondary and supporting objective with a 200% increase goal.
The campaign will use methods of measuring the sales effect by using data from the national
statistical offices.
For the evaluation of the awareness increase surveys will be used - conducted at the beginning
of Phase 1 and end of 3 with comparison of results, by an independent body.
19
ASSESMENT BY THE MEMBER STATES
30 / 30
36 / 40
European dimension:
6 / 10
Cost/efficiency:
20 / 20
Budget by action :
€
Co-financing plan : €
Remarks:
In application of Article 4(1) and 4(3) of Commission Regulation 501/2008, all information
and/or promotion messages passed on to consumers and other target groups under
programmes shall be based on the intrinsic qualities of the product concerned or its
characteristics. Any reference to the effects on health of consuming the products concerned
20
shall be based on generally accepted data. Messages referring to such effects must be
acceptable to the national authority responsible for public health.
In application of Article 7(1) of Council Regulation 3/2008, the Member States concerned
shall examine the suitability of proposals for programmes and shall verify their conformity
with the said Regulation, the guidelines drawn up and the relevant specifications. They shall
also check that the programme offers value for money.
In application of Article 8(2) of Commission Regulation 501/2008, the programmes submitted
shall contain sufficient detail to comply with the applicable rules and enable their cost/benefit
ratio to be evaluated.
In application of Article 19(1) of Regulation 501/2008 an annual report must contain an
evaluation of the results obtained.
However:
1. The selection of the implementing body was based on contacting directly (by the
Proposing Organisation, by a mailed letter) three companies in the market with good
references, and having a good reputation in implementing in the past programmes similar
to the one proposed hereby, and in particular no publication of the call for tenders was
made in the website of the Proposing Organisation and/or of the Czech Paying Agency
SZIF – the competent national authority is invited to give an additional confirmation that
the procedure was competitive; failure to provide convincing proof that the procedure was
competitive will have to result in considering this procedure as void and in non-retaining
the programme for co-financing;
2. In relation to the above remark, it should also be additionally confirmed whether the
Proposing Organisation (which has a wide, pan-sectoral role in the Czech market) is a
body governed by public law or not, if yes a procedure as foreseen by art. 13 (2) would
have needed to be applied for the selection of the implementing body and in that case the
selection procedure actually applied would not be appropriate and this would result in
non-retaining the programme for co-financing;
3. Concerning the sales objectives, which are expressed correctly in a quantified manner for
three types of dairy product (milk, cheese, yogurts) where each of them is going to
achieve the expected increase by 1,5% in Czech Republic and 0,6% in Slovakia, please
indicate in a clear way the average value that is used for one kg of dairy product (all subtypes taken together in one average), and the way this value is obtained – this in order to
ascertain the correctness of the very good value for money calculation that is provided in
the project;
4. Please give your position concerning a possible increase of the objective for the Slovak
market – otherwise please explain why an increase of more than 0,6% of the three dairy
product sub-groups is not feasible, especially that the Slovak market has higher potential
for growth than the Czech one due to lower per capita consumption;
5. Concerning the secondary awareness objective of the programme (increase by 200%),
please provide more information about the evaluation method of this objective showing
that it is a justified and realistic objective – its level is as compared to most of other
programmes in which a measurement of awareness takes place unusually high, the
standard levels of awareness increase range between 10% and 50%; a steep 200% increase
could be achieved for some observations, but the dramatic lack of awareness should be in
that case presented already at the stage of the proposal and not just through a pre-test at
the beginning of the campaign; moreover please provide an assurance that the sample
sizes used in the evaluation method of this supporting goal will be high enough for
21
statistical conclusions (n=100 in each target group, expected return ratio of questionnaires
of just at least 30%);
6. Messages containing any potential reference to health effects of the consumption of milk
and dairy products have to be used carefully in the programme, being always accepted by
the competent health authorities in Czech Republic and Slovakia; moreover, as foreseen
by the guidelines for dairy products in the Regulation 501/2008, without prejudice to art.
4(3), information on nutritional qualities of milk and milk products must be based on
generally accepted scientific data and fulfill the requirements laid down in Directive
200/13/EC.
7. Please foresee in the messages to be applied in the programme in the course of its
implementation more references to the European added value and European high
standards of the products to be promoted, especially in the context of the new shape of the
Common Agricultural Policy starting from 2014, where for instance an emphasis on
greening in agriculture is put forward; moreover, for a futher improvement of the EU
dimension of the programme, you may also consider using a website with the ".eu"
extension which for instance may lead to the foreseen ".cz" and ".sk" websites, please
consult http://www.ambitionhasanaddress.eu/cs;
8. It is observed that the overall budget of the programme (p. 139) doesn't foresee any costs
for the evaluation of the results of the programme – regardless of it, please take in due
account that a robust measurement of the results is a mandatory element of the
programme's execution;
Moreover:
9. On p. 85, 86, 88 and 121-123 – please provide a timetable of the work of the professional
experts and ambassadors of the campaign, with an indication of the hourly rates for their
services;
10. Please explain how the target groups will be actively encouraged to visit and to "like" the
Facebook page (p. 94);
11. In the following actions please confirm that any dairy products for it coming from the
associated producers in the Czech Republic will be delivered at factory prices: press
conferences and actions for journalists (p. 85, 86, 88), MilkParade (p. 103-104), fairs (p.
110-111);
12. Please note that the budget and plan on p. 139-140 in the Czech part of the programme are
presented in English language, moreover it would be recommended to indicate full names
of the actions in the budget on p. 139.
Programme eligible:
Yes/No
The programme can be accepted for co-financing.
good/average/poor
Yes (multi country programme)
yes
(relation between total cost and anticipated impact)
22
good/average/poor
92
1/1
External consultant’s opinion:
no
CONCLUSIONS
Observation(s):
The programme can be accepted.
The Proposing Organisation and the Competent Authority have provided all required
clarifications. (communication of 2/08/13 (ARES 2817213).
Recommendation(s) :
- To be accepted
- To be accepted provided that the above observations are taken into account
- To be rejected
23
Member State(s):
Denmark
Fruit and Vegetables – Season for Good Taste
The Danish AgriFish Agency
Gartneribrugets Afsætningsudvalg (GAU)
Umwelt (www.umwelt.dk)
Type of measure:
mixed
Product(s):
European fresh fruit and vegetables
Denmark
Duration:
36 months
Total budget:
2.305.608 €
EU co-financing:
1.166.487 €
11.6.2013
The campaign responds to the low levels of consumption of fresh fruits and vegetables of
children in Denmark and it targets families and children. The campaign aims at the increase of
the consumption of fruits and vegetables through the increase of awareness of seasonality for
target groups. The programme has as target market Denmark. The actions employed are the
promotion and provision of information via electronic media, internet and other, promotion at
the points of sales and the promotion and provision of information in tailored made actions in
schools. The programme has a budget of 2.305.608 € and its duration is 3 years.
24
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s):
1. Encourage to higher consumption of European seasonal fruit and vegetables
2. Reinforce ‘Season’ as a well-recognised brand amongst consumers
Strategy :
The proposed programme has been designed in accordance with current market trends and the
findings of the evaluations of the former two programmes run by GAU and part-financed by
the EU1. Current market studies show that families with children (main target group) spend a
declining share of their household budget on fruit and vegetables, which implies that they do
not consider this as indispensable ingredients in the everyday meal. The main focus of the
coming programme will therefore be to make fruit and vegetables a part of the everyday life;
to make it a habit. The programme strategy is to blend fruit and vegetables into the target
group’s existing purchasing and consumption habits rather than seeking to change habits as
such. The ‘everyday’ will be the focal pointof all communication so that the target group can
easily relate to and will be susceptible to the themes and messages conveyed. The activities
25
will approach and challenge the target group holistically: families with children need simple
practical advice, information and inspiration communicated as “easy, tasty and non-expensive
solutions”. As such communication comes to be based on the families with children
themselves and come to be relevant with regard to their needs, challenges, habits and
everyday circumstances. Consequently, and in comparison with the former Season
programmes, activities such as festivals, exhibitions, fairs and the Strawberry Award, will be
omitted from the programme, as the priority and budget allocation will be primarily for
activities that will have a direct effect on the everyday and the moment of shopping. The
programme takes a systematic approach to cooperation with stakeholders whom the target
group interacts with in their daily activity of buying and preparing food. The actions proposed
consist of collaboration with the discount retail sector and its existing media (Action 2) as
well as, and to target children in particular, collaborations with schools and already existing
courses on food and cooking (Action 3). In addition, a range of information and
communication activities will function as a backbone for the entire programme and as
activities supporting the implementation of the two other actions (Action 1).
Target group(s) :
1. Families with children – including children (aged 11-14 years) in schools as an additional
way to reach the families.
2. Home economics teachers as professionals and nutritionists working on a daily basis with
children in schools (secondary target group)
Themes :
1. The importance of including fresh fruit and vegetables in the family’s daily meals – and
doing that is less expensive than most people would think
2. Taste, enjoyment, delight and convenience are additional key words integrated into the
main message to be conveyed.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
image of Community products
Community systems for PDO/PGI/TSG
organic products
graphic symbols for remote regions
wines with a protected designation of origin or a protected
geographical indication, wines with an indication of the wine grape
variety.
1. “Everyday food with fruit, vegetables, and joy”
26
1.
ACTION 1. SUPPORT ACTIONS
The action covers activities related to communication and media and will work as a focal
point for the entire programme and as activities supporting the implementation of the two
other actions. All communication will be tailored so that it fits the everyday needs and
interests of the chosen target group.
1.1. Season magazine: will remain the main supporting medium. The number of
magazine releases will be increased to five times per programme year combined
with an increase to 400.000 printed copies per publication.
1.2. Website (www.saesonforgodsmag.dk) and mobile site: will be redesigned to
accommodate to a greater extent families with children and their everyday
situations. An entry point for home economics teachers from where to download
teaching material will be added to the existing site. The website will be updated
continuously.
1.3. Newsletters: the two existing newsletters will remain; i.e. a monthly newsletter
and a weekly one. To enhance usability for the target group, the weekly newsletter
with green recipes will be released just before the weekend where most families
plan and shop for the coming week.
1.4. Season Facebook page: will be used to establish close dialogue with the target
group; raise brand awareness and credibility for Season, and to involve the target
group and create ambassadors for the programme. Updates and comments will be
posted on the page several times a week.
1.5. Online advertising and search marketing: will communicate call-to-action with a
view to encouraging consumers in general and the target group in particular to
visit the programme website. The main success criterion for the online campaign is
to drive cost-effective quality traffic to the site. A detailed media plan specifies
websites on which banner advertising is foreseen.
1.6. PR activities: will include press releases together with efforts aimed at bloggers
and will operate in two tracks, an expert track as factual information and
credibility are the best means to shift attitudes; and a product track to provide
inspiration and advice. 10 press releases per year are scheduled to target written
and broadcasted media and 3 campaigns aimed at 3-5 selected and relevant
bloggers.
Projected schedule: The provisional timetable for the programme indicates the projected
schedule of each of the above activities. At the end of each programme year, the proposed
implementing body (Umwelt) will assess and adapt the communication strategy to ensure
synergy and the best use of the human and financial resources available.
2.
ACTION 2. COLLABORATION WITH THE DISCOUNT SECTOR
Families with children do the majority of their everyday shopping in discount stores and
hence it is in discounters – and via their media – that the target group is present and can be
met face-to-face. Therefore, Season’s existing cooperation with traditional supermarkets will
be reduced to displays and the regular distribution of the magazine, whereas a dedicated effort
will now instead be made in the three major soft discount stores Fakta, Netto and
REMA1000. The collaboration will consist partly of tailor-made communication concepts
(presence in the sector’s own media); partly of in-store events with Season personnel touring
the store and handing out taste samples whilst providing customers with on-the-spot
suggestions for how to easily and without excessive extra cost add fruit and/or vegetables to
that particular evening’s meal. The aim is that these two activity parts together will bring
about a 40% presence of the Season brand in discount stores in Denmark by the end of the
programme period. 200 in-store events per programme year, a total of 600 events, are planned
27
to take place in a variety of stores under the three major soft discount chains in Denmark with
a foreseen 3 hours per store. The aim is to hand out 100 - 200 taste samples and 100 - 150
Season magazines to consumers per store per day.
Projected schedule: The incorporation of Season and its related messages into the discounters’
media will be done continuously throughout the three year programme period. At minimum,
Season should be present in the discounters’ media five times per year, coinciding with the
five annual releases of the Season magazine. The in-store events are scheduled to coincide for
the most part with the publication of the Season magazine.
3.
ACTION 3: SEASON ON THE SCHOOL SCHEDULE
The programme’s proposed activity intended specifically for children in schools is a course
plan designed for home economics classes to be implemented by Season guest teachers in
municipal schools in Denmark. In accordance with the main programme message –
“Everyday food with fruit, vegetables, and joy”, the guest teachers will create innovative and
exciting sessions and ‘infuse’ their own fundamental joy for fruit and vegetables into the
children. Another crucial parameter in the activity is to deliver the messages also to the
parents and thereby bridge the school setting with the home context. The Season guest
teachers will visit 25 school classes per year with in average of 25 pupils in each class
(approx 625 children directly involved). Every session will last 2 x 45 minutes and will be
followed by (minimum) 2 x 45 minutes during which the home economics teachers will
continue on the fruit and vegetables theme by themselves. The school material already
produced by GAU during the initial Season programme (2007-2009) will once again be put to
good use and be made available for download from a new section on the programme website
dedicated to home economics teachers. The aim is that 80% of the participating school
teachers will integrate Season and the theme ‘fruit and vegetables in everyday meals’ in their
future teaching. Further, it is the aim that 50% of the active members of the Association of
Home Economics Teachers (not having been visited by a Season guest teacher) will put the
theme on their course schedule.
Projected schedule: For each programme year, approx. 25 schools will be selected in or
around the month of May for implementation of the activity during the first half of the coming
school year (August – December). Regular advertisements on the home economics websites
www.hjemkundskab.nu and www.hjemkundskabsforum.dk, inclusion in 4 home economics
magazines per year as well as in 6 newsletters per year will be means to communicate on the
Season guest teachers concept, on related and relevant fruit and vegetables topics and to gain
visibility overall for the programme.
Anticipated impact:
- Reduce the percentage of families with children that eat less than 300 g/day from currently
84% to 75%.
- Increasing the share of families with children that buy fruit and vegetables more than twice
a week from currently 37% to 40%.
- Increase fruit and vegetables’ share of the household budget in families with children from
8.6% to minimum 10%.
- Raise families with children’s awareness of “Season” as a brand from currently 42 % to
50%.
These four have been broken further down into sub-objectives (result and impact indicators)
and, in accordance with the SMART concept, coherently presented in relation also to
relevance and viability.
28
Method of impact evaluation
The evaluation will be conducted by an external party, the market research institute GfK
Consumer Tracking Scandinavia. The objective evaluation of programme progress is thus
separated from management and coordination and from monitoring and control. A total of
three consumer surveys are foreseen; one after each twelve-month phase. The GfK survey
methodology is applied to 3,000 households realising 500,000 purchasing acts per year. A
GfK survey conducted in March 2013 has served as a baseline for defining the overall
objectives and results. Consumer perception and specific questions on consumers’ general
awareness of the Season programme and brand will be included in the annual GfK surveys.
Questionnaires relating to the Season magazine and the website will request feedback and
suggestions for improvement. Automatic registration and tracking systems will be used to
monitor web visitor rates, newsletter sign-ups, online advert click rates, etc. In-store and ‘inclass’ school activities will be evaluated via feedback and reports from Season personnel.
27/30
38/40
European dimension:
Cost/efficiency:
9/10
18/20
29
Budget by action :
€
Year 1
Year 2
Year 3
Total
13.065
13.065
13.065
39.195
299.586
299.586
299.586
898.758
Website
61.508
35.244
35.244
131.996
Mobile site
18.760
10.050
10.050
38,86
Newsletters
37.922
31.356
31.356
100.634
0
13.400
13.400
26.800
142.425
142.425
142.425
427.275
24.792
24.792
24.792
74.376
Total Action 1
598.058
569.918
569.918
Of this fees of the implementing body
241.133
212.993
212.993
667.119
40%
37%
37%
38%
Action 2, Collaboration with discount
sector ?
Tailor-made concepts
14.673
14.673
14.673
44.019
In-store events
83.613
77.620
77.620
238.853
Total Action 2
98.286
92.293
92.293
282.872
Of this fee of implementing body
17.621
14.673
14.673
46.967
Ι8 /Θ
16%
16%
17%
The Season home economics course
39.412
33.512
33.512
106.436
Communication channels towards the schools
10.132
10.132
10.132
30.396
Total Action 3
49.544
43.644
43.644
136.832
9.179
9.179
9.179
27.537
19%
21%
21%
20%
745.888
705.855
705.855
5.376
5.376
5.376
16.128
22.377
21.176
21.176
64.728
773.641
732.407
732.407
Overheads, 3% of (2)
23.209
21.972
21.972
Total for programme
796.850
754.379
754.379
Action I, Support actions '
Communication strategy
Season magazine
Season Facebook page
Online advertising and search marketing
PR activities
Implementing body fee
0
1.737.894
Action 3, Season on the school schedule
Of this fees of the implementing body
Total activity cost (Actions 1+2+3 (1))
Evaluation, max 3% of (1)
Total direct cost for the programme (2)
30
2.157.598
2.238.454
67.154
2.305.608
CO-FINANCING
YEAR I
%
YEAR II
EU
403.379
50,62
381.554
MEMBER STATE
0
0
0
PROPOSING
ORGANISATION
TOTAL
393.471
49,38
372.825
49,42
372.825
796.850
100
754.379
100
754.379
50,58
0
YEAR III
%
TOTAL
%
381.554
50,58
1.166.487
50,60
0
00
49,42
1.139.121
49,40
100
2.305.608
100
0
0
Remarks:
1) In application of Article 1 of Council Regulation (EC) No 3/2008 measures should not be
brand oriented or encourage the consumption or encourage the consumption of any
products on the basis of its specific origins.
2) In application of the second paragraph of Article 4 of Council Regulation (EC) No
3/2008, it should be taken into account; if there is an actual or potential demand in the
targeted market.
3) In application of Article 6(1) of Council Regulation (EC) No 3/2008 lays down that only
trade and/or inter-trade organisation(s) representing the sector(s) concerned in one or
more Member States or at Community level shall draw up proposals for information and
promotion.
4) In application of Article 7(1) of Council Regulation (EC) No 3/2008 lays down that
Member State(s) concerned shall examine the suitability of proposals for programmes
and shall verify conformity with this Regulation, the guidelines drawn up under Article 5
and the relevant specifications. They shall also check that the programme offers value for
money.
7) In application of Article 9 of Council Regulation 3/2008, the Member States concerned
shall check that the programme offers value for money.
8) In application of Article 1(2) of Commission Regulation 501/2008, "programme" means
a coherent set of operations of a scope that is sufficient to contribute towards improving
information about, and sales of, the products concerned.
9) In application of Article 4(1) of Commission Regulation 501/2008, all information and/or
promotion messages passed on to consumers and other target groups under programmes
shall be based on the intrinsic qualities of the product concerned or its characteristics.
11) In application of Article 8(1)3rd paragraph of Commission Regulation (EC) No 501/2008
lays down that programmes shall be submitted in a form prescribed by the Commission
and be available on its website.
12) In application of Article 8(2)c of Commission Regulation (EC) No 501/2008 lays down
that programmes contain sufficient detail to enable their compliance with the applicable
rules and their cost/benefit ratio to be evaluated.
13) In application of Article 8(3) of Commission Regulation (EC) No 501/2008 lays down
that for the purpose of implementing its programmes, each proposing organisation shall
select one or more implementing bodies by an appropriate competitive procedure
validated by the Member State concerned. In case the proposing organization is a public
body in accordance with Directive 2004/18/EC the rules on public tendering apply.
14) Article 9 of Commission Regulation (EC) No 501/2008 on "Pre-selection of programmes
by Member States" foresees that Member States shall draw up a provisional list of the
programmes they select on the basis of the criteria laid down in the specifications referred
to in Article 8(2)(b). 2. The Member States shall check programmes aimed at third
countries in particular against the following criteria: (a) consistency between the
31
strategies proposed and the objectives set; (b) the quality of the proposed measures; (c)
their likely impact in increasing demand for the products concerned; (d) assurances that
the proposing organisations are effective and representative; (e) the technical capacities
of the proposed implementing body and assurances that it is effective.
Programme eligible:
Yes
1. In the programme it is presented the branding for the word "season". Season is a generic
word and it is not clear what it is meant by branding in the programme. In addition, please
have in mind that the promotion of brand names (commercial) is not an eligible action to
be financed under Council Regulation (EC) No 3/2008. Provide clarifications on this
point.
2. In action 1 the budget items under sub-action "on line ads, insertion" (pages 56 and 61)
should be broken down in more detail and further explained.
3. Concerning internet the extension ".eu" is suggested to be used for the website.
4. The hourly rates charged by the implementing body for the Art Director seem to be rather
high, up to 201€ per hour. Please provide comprehensive clarifications on this
observation.
5. In action No 2 on store events, it is presented that samples (fresh fruits and vegetables) of
a value 804 € will be distributed to consumers. However 804€ is equal to a daily
distribution of a value of 3,52 € of fresh fruits and vegetables. In addition this value of
3,52 € represents the costs for 100 to 200 samples of fresh fruits and vegetables according
to the programme. This is unrealistic and additional information and clarifications should
be provided on this point with the provision of an accurate number of planned samples.
6. Concerning action No 2, please provide the locations and the timeframe of the in-store
events. In addition the costs of t-shirts and fleece jackets seem to be rather high (90€ per
piece) and this expenditure should be clarified.
7. The calculations in the financing table of the programme should be corrected.
8. Concerning action 3, please provide the locations of the schools where the action will take
place and the timeframe of the actions.
9. Additional information and clarifications should be provided on the European dimension
of the programme as described in chapter 2.7 of the handbook for the programmes on the
promotion of agricultural products within the framework of Council Regulation (EU) No
3/2008.
10. On page 54 there is a difference on the presented cost for photos i.e. 5.530€ per magazine
equals 27.650€ and not 27.646€ per year. Furthermore on page 61 on staff training the
presented cost of 360€ per each trained member of staff equals to 9.000€ and not to
8.996€. The amounts in the budget tables of the programme should be checked to avoid
any differences and the resulting adjustments should be undertaken. If necessary new
budget tables should be resubmitted (in case of changes on budget tables).
good
promotion of EU products
Yes
32
good
92/100
1/1
to be rejected
CONCLUSIONS
The programme provides a coherent set of actions.
Observation(s) :
- The extension ".eu" should be used for the creation of the internet site.
- The competent authorities sent the proposal to the Commission services with letter (ref:
ARES(2013)1980067).
The Commission sent a list of observations to the competent authorities with letter (ref:
ARES(2013)2717126).
The competent authority provided a list of clarifications and additional information as a reply
to the letter with the observations of the Commission services with letter (ref:
ARES(2013)2932118).
The clarifications and additional information provided in these letters clarified the points of
the Commission observations.
Recommendation(s) :
- To be accepted
- To be rejected
33
Member State(s):
Greece
Promotion of PDO cheeses feta, kefalograviera, whey
products, PDO olive oil Kalamata, and olives Kalamata in
USA; "Taste the real"
Ministry of Rural Development and Food
EAS Kalavriton (coordinator)-EAS Messinias
Not yet selected
Type of measure:
mixed
Product(s):
PDO cheeses feta, kefalograviera, whey products, PDO
olive oil Kalamata, and olives Kalamata
USA
Duration:
3 years
Total budget:
5.129.731 €
EU co-financing:
2.564.865,5€
14.6.2013
The programme aims at the promotion of PDO cheeses feta, kefalograviera, whey products,
PDO olive oil Kalamata, and olives Kalamata. In particular the main goals of the campaign
are the increase of the market presence of these products and the increase of market
awareness. The campaign targets the market of USA and the actions employed are advertising
in the press, promotion at the points of sales, electronic media, printed materials, trade fairs,
infomercials and invitations of opinion leaders in Greece. The campaign has placed weight in
the promotion of the products in the retail with an extensive action at the points of sales. The
programme has a budget of 5.129.731 € and its duration is 3 years.
34
Yes/No
N/A
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
N/A
Yes/No
Yes/No
implementing body
N/A
Objective(s)
1. To support the presence of products “PDO cheeses (Feta & Kefalograviera), whey
products, Kalamata olive oil PDO, Kalamata olive PDO” in the USA and to increase
sales by 5%.
2. To increase awareness of products “PDO cheeses whey products, Kalamata olive oil
PDO, Kalamata olive PDO” and their European Identity to target groups by 5%.
Strategy :
The program includes informative and promotional measures of the agricultural products and
especially in the sector of cheese and olive oil products. The objectives were defined based on
market analysis, conditions and potential for the promoted. The objectives of the program are
presented under the SMART definition. The strategy has been formulated on the design and
implementation of an integrated, cohesive and realistic plan. It is an informative and
promotional campaign for “PDO cheeses (Feta & Kefalograviera), whey products, Kalamata
olive oil PDO, Kalamata olive PDO”. The presentation of themes such as EU food safety and
35
EU quality system are part of the program strategy. The selected media channels are
appropriate for the promotion and the dissemination of information and messages of the
campaign. The communication strategy will be in full compliance with the Regulations (EC)
3/2008 & 501/2008 and the legislation of USA. The actions aim to the promotion of the
suggested products through information for their high value, advantages, special
characteristics, certified quality and safety guaranteed by the EC procedures and prospective
for commercial success. Part of the strategy implementation is the evaluation, measurement
and constant observation of the actions results in order to ensure their quality and
effectiveness.
Target group(s) :
1. Consumers (Young people 20-40 years old, Women various ages,Elderly)
2. Distributors/Importers/Distributors – wholesalers/Executives responsible for retail
sales/Restaurant managers
3. Opinion Leaders
Themes :
1.
2.
3.
4.
Quality
Food Safety
EC systems for PDO/PGI/TSG or organic products
Natural and distinctive characteristics of the high nutritional value products “PDO
cheeses (Feta & Kefalograviera), whey products, Kalamata olive oil PDO, Kalamata
olive PDO”
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
organic products
variety
The program will focus of the following messages:
The suggested high nutritional value products “PDO cheeses (Feta & Kefalograviera), whey
products, Kalamata olive oil PDO, Kalamata olive PDO”
 Healthy and natural products
 Contribute to balanced and healthy development of constitution
 Various gastronomic delights
 Products adjusted to the modern way of life which are enjoyably consumed
36
1.
Utilization of electronic means [website & application for i-phone & smartphone
and social networking (facebook & twitter)]
By utilizing modern electronic means:
 Dynamic website development
 Make use of super markets database to send SMS to target groups
 Synergies to develop of collective trade name & attractive message
2.
Development and production of promotion material
2.1 Development & production of information and promotion printed material
Development & production of information and promotion printed material for the
shows, promotions in super markets & malls:
- Recipe book: 16-pages, B5 size, 4-colour good quality paper in English. Recipes
& photos of the dishes with the program’s products and information about PDO
products and nutritional information (50.000 items).
- Information brochure: 4-pages B5 size, 4-colour good quality paper in English
which emphasize on products a) as high quality traditional Greek product, b) their
nutritional value (100.000 items).
- Posters: 50x70cm size, B5 size, 4-color good quality paper in English. They will
be used in events (2.500 items).
2.2 Production of promotion material
Distribution of promotional / advertising material that will serve as a reminder of the
promotion
- Aprons with logo and message to be distributed during the events to opinion
leaders (500 items).
- T –shirts & caps with the logo and message to be distributed during the events
(1.125 items).
3.
Production of 4 info-commercials
- Production of four 10-15' infocommercials using promoted products “PDO
cheeses (Feta & Kefalograviera), whey products, Kalamata olive oil PDO,
Kalamata olive PDO”.
4.
Participation in exhibitions of the field, promotion in super markets & malls
4.1 Participation and presentation of products to the following exhibitions:
- IDDABA (The International Dairy-Deli Association) Denver, CO 06/2014: 1st
year, 100sq.m., 4 days, 2 persons)
- Summer Fancy Food Show 2015 Washington, 06/2015. 2nd year, 100sq.m., 2
persons, 4 days.
4.2 Promotion in five super markets & malls
This action will be realized 150 POS for two days each per year in USA. The total
promotional days are 300 per year. In every POS a promotion team with attained
promoter and a supervisor, tasting and distribution of free samples, information to
consumers, 6 hours per promotional day. Specific cities and regions will be
overed.
37
5.
Invitation of opinion leaders and commercial and distribution executives from the
United States
6 members of target group (opinion leaders and executives in retail and wholesale) will
visit production sites in Greece. This action will be realised in every year of the program
(total of 18 persons).
6.
Advertising
6.1 Advertising in magazines and sites of supermarkets and malls whare the action on
the POS will take place. 312 full page ads.
6.2 Advertising in large circulation magazines and newspapers or placing their ad in
inserts of gastronomy (Retailer Gourmet magazine, The New Nyork Times, Specialty
Foods and NY magazine).
Anticipated impact:
1. Increase consumption and sales of high nutritional value agricultural products (PDO/PGE)
and especially of “PDO cheeses (Feta & Kefalograviera), whey products, Kalamata olive
oil PDO, Kalamata olive PDO”
2. Inform consumers on the products
3. Establish products high in consumers preference
Method of impact assessment:
Method for the evaluation of the impact:
 Tests through questionnaires for the information and preferences of consumers
 Time references of the evaluation 3 different times (at the end of each year of the
program)
 Measurement of sales increase of these products to target markets through commercial
statistics which is evaluated to 5%
19/30
23/40
European dimension:
Cost/efficiency:
8/10
14/20
38
Budget by action :
€
BUDGET
YEAR I
YEAR II
YEAR III
TOTAL
60.000
20.000
20.000
100.000
Development and production of
promotion material
Development & production of
information and promotion printed
material
120.000
0
0
120.000
100.000
0
0
100.000
Production of promotion material
20.000
0
0
20.000
Production of 4 info-commercials
Participation in exhibitions,
promotion in super markets &
malls
Participation in commercial/field
exhibitions
Promotion in super markets & malls
50.000
892.000
50.000
892.000
0
792.000
100.000
2.576.000
100.000
100.000
0
200.000
792.000
18.860
792.000
18.860
792.000
18.860
2.376.000
56.580
428.000
208.000
428.000
208.000
428.000
208.000
1.284.000
624.000
220.000
220.000
220.000
660.000
1.568.860
6.000
203.952
1.408.860
6.000
183.152
1.258.860
6.000
163.652
4.236.580
18.000
550.755
47.066
42.266
37.766
127.097
1.825.878
1.640.278
1.466.278
4.932.433
73.035
65.611
58.651
197.297
1.898.913
1.705.889
1.524.929
5.129.731
Actions
1
2
2.1
2.2
3
4
4.1
4.2
5
6
6.1
6.2
a
b
c
Utilization of electronic means
Invitation of opinion leaders and
commercial and distribution
executives from the United States
Advertising
Advertising in magazines and sites
of supermarkets and malls
Advertising in magazines of large
circulation, newspapers and inserts
for gastronomy
TOTAL COST OF ACTIONS
GUARANTEE COST
IMPLEMENTING BODY FEE
(a*13%)
MEASUREMENT OF RESULTS
OF ACTIONS (a*3%)
TOTAL DIRECT COST FOR
THE PROGRAMME
GENERAL EXPENSES
TOTAL PROGRAMME BUDGET
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
949.457
50
852.945
50
762.465
50
2.564.866
50
MEMBER STATE
379.783
20
341.178
20
304.986
20
1.025.946
20
PROPOSING
ORGANISATION
TOTAL
569.674
30
511.767
30
457.479
30
1.538.919
30
1.898.913
100
1.705.889
100
1.524.929
100
5.129.731
100
39
Remarks:
1. In application of Article 7(1) of Council Regulation (EC) No 3/2008 lays down that
Member State(s) concerned shall examine the suitability of proposals for programmes and
shall verify conformity with this Regulation, the guidelines drawn up under Article 5 and
the relevant specifications. They shall also check that the programme offers value for
money.
2. In application of Article 9 of Council Regulation 3/2008, the Member States concerned
3. In application of Article 1(2) of Commission Regulation 501/2008, "programme" means a
coherent set of operations of a scope that is sufficient to contribute towards improving
information about, and sales of, the products concerned.
4. Article 4(3) of Commission Regulation (EC) No 501/2008 lays down that any reference in
messages to be disseminated to the effects on health of consuming the products concerned
shall be based on generally accepted scientific data. Messages referring to such effects
must be acceptable to the national authority responsible for public health. A trade or intertrade organisation as referred to in Article 6(1) of Regulation (EC) No 3/2008 which
proposes a programme shall keep a list available for the Member State concerned and the
Commission of the scientific studies and the opinions of authorised scientific institutions
on which the messages in the programme referring to effects on health are based.
5. In application of Article 8(3) of Commission Regulation (EC) No 501/2008 lays down that
for the purpose of implementing its programmes, each proposing organisation shall select
one or more implementing bodies by an appropriate competitive procedure validated by
the Member State concerned.
6. Article 9 of Commission Regulation (EC) No 501/2008 on "Pre-selection of programmes
countries in particular against the following criteria: (a) consistency between the strategies
proposed and the objectives set; (b) the quality of the proposed measures; (c) their likely
impact in increasing demand for the products concerned; (d) assurances that the proposing
organisations are effective and representative; (e) the technical capacities of the proposed
implementing body and assurances that it is effective.
7. In application of Article 9(5) of Commission Regulation 501/2008, programmes aimed at
third countries, the individual Member States shall ensure that any individual or regional
measures part financed under Regulation (EC) N)3/2008 and that the programmes
submitted complement national and regional campaigns.
8. In application of the second paragraph of Article 4 of Council Regulation (EC) No
targeted market.
9. In accordance with Article 10 of Commission Regulation (EC) No 501/2008 on "priority
in selecting programmes aimed at third countries" it is laid down that among the
programmes referred to in Article 6(1) of Regulation (EC) No 3/2008 submitted by several
Member States, preference shall be given, in the case of programmes aimed at third
countries, to those covering a group of products and placing particular emphasis on
quality, nutritional value and food safety aspects of Community production.
Programme eligible:
Yes
40
1 Provide further information on the production volume and Greek exports to USA of each
individual promoted product for years 2011 and 2012 if possible. This figures will be used
as a starting point for the impact assessment. The method for the evaluation of the
influence on demand and sales of promoted products should also be presented. Provide
further information on the current levels of awareness for PDO /PGI products for the
target groups in the targeted markets.
2 Articles with reference to health should meet the requirements of article 4(1) of
Commission Regulation (EC) No 501/2008. Provide clarifications.
3 Provide further details on the strategy in relation to the presentation of the European
dimension on EU food safety and EU quality system.
4 Provide further information on how the promotion and the provision of information on
PDO/PGI products and non PDO/PGI products will be distinguished to avoid any
confusion.
5 Provide additional information and clarifications on the description of the use of the
application of i-phone and smart phones as part of action 1 for the promotion and the
provision of information on the products of the programme.
6 The action at the points of sales is quite an extensive action with an important budget. In
consequence additional detailed information should be presented to cover the
supermarkets and malls locations, their size and positions, the specific planning and
timeframe of the action, the samples' detailed description including type, numbers, volume
or weight and the type and number of brochures to be distributed. The cost per contact is
high compared to other actions with higher returns in relation to this element. A
modification to address this remark should be considered as an improvement of the
programme. Provide additional information and clarifications to cover this observation.
7 Concerning action No 5, on invitations of opinion leaders, It is suggested that the
presented costs should be adapted to the maximum eligible amounts of cost foreseen by
the annex III.B.2.2 (internal market) of the model contract. This action will take place in
Greece and the real costs are in line with the internal market amounts.
8 In action 6 the members of the groups of producers who will visit the target countries are
members of the proposing organization. Therefore the relevant costs should be included in
the general costs of the proposing organization. The modified budget table should be
resubmitted (budget tables per year and per target country).
9 Concerning the evaluation of the competent authority of Greece for this programme, the
evaluation form used that refers to the programmes targeting the internal market is used.
However the correct form should be used that refers to the evaluation of the programmes
targeting third countries and which is slightly different. Provide the evaluation of the
programme in the correct form.
good
Yes
41
good
65/100
4/4
to be rejected
CONCLUSIONS
Observation(s) :
- The use of the extension ".eu" is suggested to be used for internet site of the campaign.
- The competent authorities sent the proposal to the Commission services with letter (ref:
ARES(2013)2211166 and ARES(2013)2139488).
The Commission examined if the proposal is in conformity with the requirements of
promotion Regulations; Council Regulation (EC) No 3/2008 and Commission Regulation
(EC) No 501/2008.
As a result of this examination the Commission sent a list of observations to the competent
authorities with letters (ref: ARES(2013)2751534)
The competent authority provided a list of clarifications and additional information as a reply
to the letter with the observations of the Commission services with letter (ref:
ARES(2013)2985221 and ARES(2013)3230607).
Recommendation(s) :
- To be accepted
- To be rejected
42
FICHE D'EVALUATION D'UN PROGRAMME DE PROMOTION
IDENTIFICATION DU PROGRAMME:
Etat(s) membre(s):
Espagne
Titre du programme:
"Lo bueno de nuestra tierra lleva este sello". Programa de
promoción y comunicación de los sellos de calidad
diferenciada IGP/DOP, en legumbres, en el mercado
interior.
Organisme(s) compétent(s):
MAAMA (Ministère de l'agriculture-ES)
Organisation(s) proposante(s):
Coordinadora de Organizaciones de Agricultores y
Ganaderos (COAG-IR)
Organisme(s) d’exécution:
Tactis Europe S.A.
Type de mesure:
information/promotion/mixte
Produit(s):
Produits AOP et IGP (légumineuses)
Etat membre(s) ciblés:
Espagne, France, Portugal
Durée:
24 mois
Budget total:
599.053,47 €
Co-financement de l'UE:
299.526,73 €
Proposition reçue le:
12/06/2013 (E-mail, Ares(2013)2045300)
17/06/2013 (Courrier postal, Ares (2013)2144315)
COAG, Spanish farmers 'organization, has submitted a promotion and information
programme on PDO/PGI vegetable products (chickpeas, lentils and beans) for a total budget
of 599.053,47 € and for a period of 2 years.
The aim is to promote awareness and use of differentiated quality products PGI and PDO with
the following strategic objectives:
- Increase the level of knowledge of European logos PGI / PDO.
- Develop a campaign PGI / PDO in order to educate about the wide range of vegetables and
increasing knowledge and value of PGI / PDO logos which distinguishes them from other
products.
- Promote the sale of such products in a "gourmet" market which does not buy standard
vegetable.
- Position these quality products in the minds of prescribers.
The target audience is: consumers, restaurant industry, opinion multipliers, producers.
The main channels foreseen are: media plan and graphic production, public relation actions
including Horeca, social media, information and training actions for the sector.
43
CRITÈRES D’ÉLIGIBILITÉ :
Respect du délai de présentation du programme par EM:
oui/non
Organisme(s) d’exécution sélectionné(s) par une procédure compétitive
oui/non
Engagement écrit et signé pour le cofinancement par EM
oui/non
Engagement écrit et signé pour le cofinancement par
l’/le(s) organisation(s) proposante(s)
oui/non
Le programme est composé d’un ensemble d’actions cohérentes
oui/non
Actions non liées à l’origine ou aux marques privées,
à l’exception des désignations basées sur réglementation communautaire
oui/non
Le(s) produit(s)/pays cible(s) sont éligibles
oui/non
Conformité à /aux ligne(s) directrice(s)
oui/non
AVIS DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Confirmation du respect de la législation nationale et communautaire :
oui/non
Lien des actions proposées avec d’autres actions nationales
et/ou communautaires d’information/de promotion (par EM)
oui/non
Confirmation de la représentativité de(s) l’organisation(s) proposante(s)
du/des secteur(s) concerné(s)
oui/non
Confirmation de l’efficacité
de(s) l’organisation proposante(s)
technique et financière
oui/non
Confirmation de la capacité technique et financière
de l’organisme d’exécution
oui/non
DESCRIPTION DU PROGRAMME :
A été mise en évidence une certaine méconnaissance des labels communautaires de qualité
différenciée AOP/IGP auprès des consommateurs européens. Outre une méconnaissance des
différences entre les différents labels et les implications économiques, sociales et
environnementales liées à ces labels est également méconnu le fait que ces labels informent
sur l'origine des produits ainsi que sur des aspects tels que la qualité, la tradition, l'emploi en
zone rurale ou la biodiversité est un fait méconnu.
Par ailleurs, la consommation des légumineuses a diminué de 50% au cours de ces 20
dernières années et seulement 1% des légumineuses bénéficient des labels de qualité.
Le programme présenté se veut d'une durée de deux ans pour répondre à une planification
stratégique qui consiste, sur base des résultats obtenus, à poursuivre dans le futur ce genre
d'action et ce en collaboration avec d'autre AOP/IGP d'autres EM et ainsi développer
conjointement un programme de promotion plus ambitieux.
44
Les deux EM cibles choisis pour ce programme en dehors de l'Espagne sont:
- le Portugal, pays producteur et grand consommateur de légumineuse mais ne disposant pas
de label de qualité
- la France, pays producteur et consommateur de légumineuses et disposant de diverses
indications géographiques protégées en légumineuses.
Objectif(s) :
Ce programme a pour objectif la réalisation d'activités d'information et de promotion
destinées principalement à:
1. faire connaître à un grand nombre de personnes, le système communautaire de
protection des dénominations de produits prévu par les règlements (CE) nº 509/2006
et (CE) nº 510/2006 ainsi, que spécifiquement, quelques légumineuses de qualité
protégés par une AOP ou une IGP élaborés dans plusieurs régions d'Espagne.
2. promouvoir la consommation de produits AOP/IGP.
Cette campagne visera les objectifs stratégiques suivants:
- Promouvoir la connaissance des logos communautaires de qualité différenciée
AOP/IGP auprès des divers échelons de la chaîne alimentaire: producteurs,
restaurateurs, étudiants en hôtellerie et consommateurs.
- Fournir une information détaillée sur la signification des logos de qualité AOP/IGP,
leur différence et valeur ainsi que leur incidence sociale, économique et
environnementale.
- Informer les producteurs et groupements de producteurs des caractéristiques et
avantages des productions couvertes par ces marques de qualité que sont l'AOP et
l'IGP et encourager ceux qui ne sont pas encore partie prenantes à ces régimes à
enregistrer la dénomination des produits, favorisant ainsi le développement rural de la
zone.
- Stimuler la consommation des produits à qualité différenciée IGP/AOP et en
particulier les légumineuses disposant de ce logo de qualité.
Un accent particulier sera mis en fonction du pays cible:
Ainsi, pour les actions développées en Espagne, l'objectif prioritaire sera illustré à l'aide de 2
formes de préparation de pois chiches, lentilles et haricots IGP/AOP (en cuisson et en salade)
et axé principalement sur le consommateur plus jeune de 25-45 ans afin de l'informer des
bénéfices des légumineuses de qualité, de leurs possibilités gastronomiques et de leur facilité
de préparation et conservation. Par ailleurs, le secteur de la restauration sera également ciblé
afin de moderniser l'image des légumineuses au travers de ces logos. Les médias et leader
d'opinions seront impliqués dans la dissémination des messages clés de la campagne et les
agriculteurs seront conscientisés quant aux bénéfices de culture de légumineuses AOP/IGP et
à l'importance de participer aux Conseils de Régulation susceptibles par ailleurs de faciliter
l'accès de ses membres à un marché gourmet des légumes IGP/AOP.
Pour la France et le Portugal, accroître la notoriété de ces logos de qualité IGP/AOP reste
l'objectif principal au travers des 3 produits préalablement cités tout en assurant une présence
croissante de ceux-ci sur le marché. En outre, éduquer et impliquer le secteur de la
restauration dans la modernisation de l'image des légumes IGP/AOP constitue également un
objectif précis tout en informant sur le concept et la valeur ajoutée de ce régime. Médias et
leaders d'opinions devront être impliqués dans la diffusion des messages principaux de la
campagne. Le réseau de commercialisation international des entreprises affiliées aux Conseils
de Régulation devrait être élargi afin de fournir des légumineuses estampillées AOP/IGP
auprès des établissements issus du marché gourmet européen.
45
Stratégie :
La stratégie proposée est basée sur 2 types d'actions:
1.
2.
Pénétrer, augmenter et consolider le réseau commercial et de distribution en réalisant
un travail de formation et d'éducation des distributeurs et en travaillant sur tout le
canal détaillants et Horeca.
Agir sur les leaders d'opinion et les prescripteurs en travaillant les domaines de la
gastronomie, la nutrition et la santé.
Et pour mettre sur pied ces actions:
La stratégie suivante devra être adoptée:
- Création d'objectifs et actions concrètes pour chaque marché: le marché national
(Espagne) et le marché international (France et Portugal)
- Détermination du nombre de distributeurs existant et évaluation du nombre de
distributeurs supplémentaires réalisable annuellement.
- Renforcement d'actions auprès de différents canaux et en particulier l' Horeca, les
prescripteurs et les professionnels.
- Initier des actions auprès du consommateur final.
Les objectifs suivants devront être réalisés:
- Accroître le degré de connaissance des logos communautaires IGP /AOP.
- Développer une campagne des logos IGP/AOP pour éduquer sur la gamme étendue de
légumes tout en encourageant la connaissance et la valeur de ces logos distinctifs.
- Favoriser la vente de ce type de produits sur un marché plus gourmet qui n'achète pas
de légume standard.
- Positionner/placer ces produits de qualité dans l'esprit des prescripteurs.
Le projet sera divisé en 2 phases:
- 1ère année: mise en valeur de la qualité offerte par le logo IGP/AOP aux légumes,
positionnement du produit sur le marché et réalisation d'une campagne d'information
sur le produit à promouvoir
- 2ème année: les messages ayant été expliqués ainsi que la mise en valeur et la
différenciation du produit ayant été initiés la 1ère année, cette 2ème année est consacrée
à la promotion des ventes.
Cibles:
Les groupes cibles sont au nombre de 4:
1. Les consommateurs
Suite à une étude relative à la Segmentation de styles de cuisines en Espagne présentée
en septembre 2012 par KWP Lifestyles Kantar Worldpanel, les résultats obtenus
laissent entrevoir une nouvelle approche pour mener à bien des actions auprès du
secteur alimentaire.
2. Les relais d'opinion à savoir les chefs et autres références de la gastronomie espagnole
mais aussi les moyens de communication généraux et spécialisés ainsi que les
influenceurs en ligne (webs, blogeurs…).
3. La restauration
- La Haute Restauration comme prescriptrice et génératrice de tendances.
- La Restauration Moyenne permettant la connaissance de recettes faciles et
économiques des légumes IGP/AOP
- Les écoles d'Hôtellerie afin de former les futurs professionnels de la restauration.
- La restauration en général en tant que canal pour parvenir au consommateur final
national ou international
4. Les producteurs
46
- Les producteurs faisant partie prenante des 8 conseils Régulateurs afin de les aider à
améliorer l'image de leurs produits et leur faciliter l'accès au marché
- Les producteurs ne faisant pas partie prenante des Conseils Régulateurs et ne
produisant pas de légumes à qualité différenciée pour que ceux-ci y adhèrent
Thèmes :
- Informer et communiquer sur l'importance du logo européen IGP/AOP.
- Former sur le concept IGP/AOP et sa valeur ajoutée.
- Expliquer les valeurs différentielles que ce logo apporte sur un produit tel que des
légumes.
- Moderniser l'image des légumes en utilisant les IGP/DOP comme drapeau.
- Encourager les agriculteurs qui ne font pas encore partie intégrante des IGP/AOP à
planter des légumes avec des dénominations enregistrées qui satisfont aux conditions et
exigences essentielles d'inspection des divers Conseils Régulateurs des dénominations
protégées.
- Faire connaître les bénéfices des produits IGP/AOP et en particulier des légumineuses,
ses possibilités gastronomiques et simplicité de préparation et conservation.
- Possibilité d'internationaliser et accéder à un marché gourmet des légumineuses
IGP/AOP.
Aspects couverts:
qualité
sécurité alimentaire
méthodes de production spécifique
aspects nutritionnels
aspects sanitaires
étiquetage
bien-être des animaux
respect de l’environnement
image des produits communautaires
systèmes communautaires AOP/IGP/STG
produits biologiques
symboles graphiques pour les régions ultrapériphériques
vins avec appellation d’origine protégée ou indication géographique
protégée, vins avec indication de la variété à raisins de cuve
Messages à communiquer :
- Les logos de AOP / IGP sont importants pour les produits traditionnels et liés à la terre
tels que les légumineuses. Ce label européen reconnaît en effet que ces produits sont
liés à la terre, à l'environnement et au tissu rural, raison pour laquelle produire et
consommer ce type de légumineuses sous-entend des valeurs sociales et
environnementales très importantes.
- Ce label de qualité différenciée AOP / IGP protège un produit qui est nutritif, sain et
équilibré, avec une teneur élevée en fibres végétales, faible en graisse, riche en hydrates
de carbone, riche en protéines-vitamines et minéraux. Outre le fait d'être lié à la terre et
protégé par le logo AOP / IGP, il fait partie de la diète méditerranéenne
- Le label AOP / IGP ne signifie pas une augmentation des prix ou un changement dans
son usage et sa versatilité mais plutôt le fait que cette protection de l'UE contribue à
mettre en valeur les qualités du produit pour le consommateur
- Les Conseils de Régulation des AOP / IGP contrôlent l'ensemble du processus de
production et de distribution, ce qui signifie pour le consommateur, une assurance des
47
caractéristiques organoleptiques du produit certifié, ce qui l'aidera à le conserver et
l'utiliser
- Ces produits ont toujours fait partie de notre cuisine traditionnelle et cela revêt de toute
son importance lorsqu'ils sont protégés dans le cadre du label européen AOP/IGP
- Le fait d'appartenir à des Conseils de Régulation, de suivre leurs règles et d'utiliser leurs
semences, implique le suivi de protocoles de certification et de contrôle bénéfiques pour
l'environnement, contribuant ainsi à une agriculture plus durable
- Le label AOP / IGP offre une très large gamme de produits (pois chiches, lentilles,
haricots) ce qui signifie une protection de la biodiversité agricole qui se traduit par une
grande variété à la consommation.
Actions, y inclus leur portée/volume et calendrier prévisionnel :
Cette campagne se veut dirigée et directe afin d'obtenir des impacts de qualité permettant d'accroître
l'information et optimaliser les ressources budgétaires:
1. Plan Média (114.860€)
Développement d'actions dans les médias afin d'assurer une couverture, une image et un
impact en utilisant des revues qui permettent d'approfondir les messages principaux et attirer
l'attention du consommateur au travers de publireportages incluant des informations sur le
logo AOP/IGP mais aussi des recettes.
Magazines: 24 insertions (3/an) sur 2 ans page couleur et ½ page couleur en mai-juin et
octobre-novembre (Lecturas, Semana, Cocina facil, Saber Vivir).
Couverture de 13,5% par an et de 4.302.310 contacts directs par année.
2. Activités au sein d'Ecoles d'Hôtellerie (27.357€)
Travail en collaboration avec la restauration qu'il s'agisse des professionnels ou des
consommateurs. Les Restaurants comme les Ecoles d'Hôtellerie découvriront un
nouvel aspect des légumineuses et apprendront la valeur et la différentiation apportées
par le logo IGP/AOP.
- Mailing de matériel d'information à 25 Ecoles d'Hôtellerie (folder, poster,
brochures de recettes, stylos, matériel d'information et photographique)
Année 1: 25 écoles, 1000 contacts directs, 9.000 contacts indirects
Année 2: 25 écoles, 1000 contacts directs, 9.000 contacts indirects
- Masterclass dans les Ecoles d'Hôtellerie (contenu théorique et pratique avec des
recettes à base des produits concernés IGP/PDO ; matériel d'information: pack de 7
produits IGP/AOP, diptique, livre de recettes, panneau IGP/AOP et ses variétés de
légumineuses, bics; invitation des médias et leaders d'opinions spécialisés en
gastronomie, cuisine, lifestyle)
Année 1: 5 écoles, 200 contacts directs, 1800 contacts indirects
Année 2: 5 écoles, 200 contacts directs, 1800 contacts indirects
3. Activités dans la Restauration (100.328€)
Travail en collaboration avec la restauration qu'il s'agisse des professionnels ou des
consommateurs. Les Restaurants comme les Ecoles d'Hôtellerie découvriront un
nouvel aspect des légumineuses et apprendront la valeur et la différentiation apportées
par le logo IGP/AOP.
- Mailing de matériel d'information au secteur Horeca (folder destiné à 2000
restaurants en Espagne)
Année 1: 2000 restaurants, 2000 contacts directs, 8.000 contacts indirects
Année 2: 2000 restaurants, 2000 contacts directs, 8.000 contacts indirects
- Quinzaines gastronomiques (été 2014 et 2015, hiver 2014 et 2015) liées aux modes
de consommation traditionnels et sociaux (recettes, matériel d'information:
brochure sur les produits et variétés, posters, leaflet de recettes, lettre, sticker,
produit…)
48
4.
5.
6.
7.
Année 1: 160 restaurants, 40.000 contacts directs, 160.000 contacts indirects
Année 2: 160 restaurants, 40.000 contacts directs, 160.000 contacts indirects
Activités de Relations Publiques (90.368€ + 26.400€)
Le but de ces activités est d'impliquer les moyens de communication et les leaders
d'opinion dans la diffusion de l'importance des logos IGP/AOP au travers des
messages principaux de la campagne. Faire connaître les légumineuses enregistrées
IGP/AOP auprès des moyens de communication se fera en développant des initiatives
permanentes de relations publiques et actions particulières.
- Cabinet de presse (dissémination des messages, diffusion et support de chacune des
actions telles que le ranking des 10 plats les plus rafraichissants de l'été, rencontre
avec des blogueurs…) visant principalement les leaders d'opinions
18.000.000 contacts visés (sur médias généraux et spécialisés, économiques,
féminins/masculins, tourisme, affaires, enfants, bien-être, santé et nutrition tels que
TV, radio , presse écrite, agences..)
- Conseils gastronomiques d'un Chef espagnol dans la préparation du matériel
graphique de la campagne avec l'appui d'un économiste pour le design
Médias sociaux (14.500€)
Divulgation des messages sur Internet via la création d'un canal de communication
propre online.
- Microsite de campagne "ponlegumbres.com": contenu axé sur une information des
produits concernés et le label IGP/AOP en ES, FR et PT
- Dynamisation des Réseaux Sociaux (Facebook, Twitter, Youtube) : publication
quotidienne sur la campagne, lieux où les légumineuses sont à la mode, contacts
avec les leaders d'opinion liés à la gastronomie, culture, mode et société en
Espagne, France et Portugal.
24.000 contacts visés
Actions de communication au secteur (60.692€)
Information régulière auprès du secteur (opérateurs de la chaine, institutions et
administrations publiques, Conseils de Régulation, entités liées au secteur qualité) de
la campagne et des valeurs environnementales et socioéconomiques des légumineuses
dont la dénomination est protégée. Mise en valeur des avantages à faire partie
prenante des Conseils de Régulation.
- Newsletter trimestrielle sur les initiatives de la campagne: 18 pour la campagne
- Newsletter digitale destinée à envoyer l'information sur les initiatives menées avec
supports visuels: 18 pour la campagne
- Point d'information et de formation professionnelle destinés aux agriculteurs
(posters, brochures, 8 jours de formation annuels pour 750 participants): 16 points
d'information
22.000 contacts directs, 88.000 contacts indirects
Actions internationales en France et au Portugal (24.767,20€)
Réalisation d'une série d'actions internationales (présentation de la campagne et d'une
gastronomie moderne et innovatrice liée à la terre) pour la dimension européenne du
programme, le renforcement et la projection de la valeur du logo IGP/AOP mais aussi
pour faire connaître la grande variété de légumineuses espagnoles couvertes par ce
label distinctif de qualité notamment auprès d'agents commerciaux et de la
distribution.
- Evénement dans les Ecoles d'Hôtellerie Internationales: présentation de la
campagne et des produits en présence de la presse et clients potentiels,
développement d'un Point de Rencontre avec les professionnels pour discuter des
logos IGP/AOP et légumineuses espagnoles et 2 activités: discussion sur le label de
qualité différenciée AOP/IGP et un showcooking en présence d'un Chef espagnol
pour la préparation de recettes à base des légumineuses.
49
- Mailing au secteur de la restauration avec un folder d'information sur la campagne
et sur les légumineuses AOP/IGP ainsi que des recettes (3000 restaurants français,
1000 restaurants portugais)
- Mailing aux distributeurs avec un folder d'information sur la campagne et sur les
légumineuses AOP/IGP (1000 distributeurs français, 500 distributeurs portugais)
Impact escompté: 8.400 contacts directs et 33.600 indirects par pays
(Par pays: 2 écoles, 2 masterclass (400 contacts directs et 1.600 indirects), 6.000
restaurants français (6000 contacts directs et 24.000 indirects) et 2000 portugais
(2.000 contacts directs et 24.000 indirects), 2.000 entreprises de distribution (2.000
contacts directs et 8.000 indirects).
8. Production graphique (26.400€)
Support de toute la campagne: matériels graphiques, digitaux, photographies
(recettes, produits…)
Impact prévisible :
Il est prévu de mesurer, par pays, les impacts prévisibles et le coût par impact
Espagne:
2014
ACTUACIONES
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
MEDIOS
2015
TOTAL
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
4.302.310
TOTAL
TOTAL
4.302.310
8.604.620
ACTUACIONES EN ESCUELAS DE HOSTELERÍA
1.200
10.800
12.000
1.200
10.800
12.000
24.000
ACCIONES EN RESTAURACIÓN
42.000
168.000
210.000
42.000
168.000
210.000
420.000
360
9.000.000
9.000.360
360
9.000.000
9.000.360
18.000.720
12.000
24.000
ACTUACIONES DE RR.PP
ACCIONES DE SOCIAL MEDIA
12.000
ACTUACIONES DE COMUNICACIÓN AL SECTOR
11.000
44.000
55.000
11.000
44.000
55.000
110.000
TOTAL ACTUACIONES ESPAÑA
54.560
9.222.800
13.591.670
54.560
9.222.800
13.591.670
27.183.340
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
ACTUACION EN ESCUELAS DE HOSTELERÍA
200
MAILING A LA RESTAURACIÓN
MAILING A LA DISTRIBUCIÓN
Portugal:
2014
ACTUACIONES
TOTAL ACTUACIONES PORTUGAL
2015
TOTAL
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
TOTAL
TOTAL
800
1.000
200
800
1.000
2.000
1.000
4.000
5.000
1.000
4.000
5.000
10.000
500
2.000
2.500
500
2.000
2.500
5.000
1.700
6.800
8.500
1.700
6.800
8.500
17.000
50
France:
2014
2015
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
TOTAL
IMPACTOS
DIRECTOS
IMPACTOS
INDIRECTOS
TOTAL
TOTAL
ACTUACION EN ESCUELAS DE HOSTELERÍA
200
800
1.000
200
800
1.000
2.000
MAILING A LA RESTAURACIÓN
3.000
12.000
15.000
3.000
12.000
15.000
30.000
MAILING A LA DISTRIBUCIÓN
1.000
4.000
5.000
1.000
4.000
5.000
10.000
TOTAL ACTUACIONES FRANCIA
4.200
16.800
21.000
4.200
16.800
21.000
42.000
ACTUACIONES
Méthodes d’appréciation de l’impact :
La mesure de la réalisation des objectifs et l'évaluation de la répercussion de la campagne
seront confiées à un Organisme Externe Indépendant, à savoir: ARADA S.L.U.
Objectifs et méthodologie:
Suivi et évaluation des actions réalisées et leur conformité par rapport à la planification et aux
critères établis préalablement.
Evaluation des activités:
La réalisation du programme dans son ensemble sera évaluée de façon continue en fonction
des critères énumérés ci-après afin de pouvoir déterminer réellement sa qualité en ne se
limitant pas au produit final mais en évaluant chaque phase de développement:
Indicateur de réalisation des travaux
Objectifs:
Garantir à tout moment la qualité du projet et la réalisation des délais du
travail technique.
Réunions et groupes de discussion coordonnés par une Commission
Technique:
Technique de Suivi et Evaluation constituée ex professo à tel effet.
3 réunions annuelles sont prévues et étalées tout au long de la réalisation
Ejecución:
technique du projet: en début, à ,moyen terme et en fin d'année.
Indicateur d'exécution technique
Objectifs:
Analyser sur base de l'orientation du projet, tant au niveau de la
structure des contenus, qu'au niveau du langage et de la terminologie
utilisée, de façon à adapter correctement au public cible.
Technique:
Questionnaires
Publique:
Travailleurs liés au secteur agraire
Echantillonage: Environ 1.500
Exécution:
Tout au long du programme
Indicateur de l' impact
Objectifs:
Vérifier, sur base de données, la répercussion du programme.
Analyse statistique de l'évolution de la demande et des ventes du produit
Technique:
concerné dans les pays visés par le programme.
Exécution:
En fin de programme.
51
Analyse de l'information et rapports:
Pour l'évaluation des actions, seront réalisés des questionnaires d'évaluation anonymes sur la
campagne afin de permettre l'évaluation du matériel, des activités réalisées et de la
répercussion du programme.
A posteriori, les données compilées seront traitées statistiquement afin d'obtenir une
évaluation scientifique du degré de satisfaction du programme.
Budget:
Année 1:
Année 2:
7.577,09€
7.544,09€
Dimension européenne du programme:
Parmi les objectifs de la PAC établis dans l'Article 33 du Traité, il y a:
- Stabiliser les marchés,
- Garantir la sécurité de la nourriture au consommateur à des prix raisonnables
C'est pourquoi le proposant considère que l'octroi d'une aide communautaire pour des actions
de promotions de légumineuses est totalement en ligne pour parvenir à ces objectifs.
Avec cette promotion, une croissance future de consommation est espérée, renforçant ainsi les
revenus agricoles, également objectif de la PAC. De plus, les experts s'accordent à dire qu'une
diète saine joue un rôle fondamental dans la réduction des indices d'obésité et des risques de
maladies graves à l'âge adulte. Pour ce faire, il est indispensable que la diète inclue une
consommation suffisante de légumineuses.
La dimension européenne du projet est acquise pour les raisons suivantes:
- Il s'agit d'un label européen image de l'Europe. Portée d'un label européen IGP/AOP et
sa synergie avec d'autres produits IGP/AOP même si ces derniers ne sont pas des
légumineuses
- Produit traditionnel européen lié à la diète méditerranéenne
- Divulgation et information sur les différentes normes de production et variétés de
légumineuses IGP/AOP
- Réalisation d'une importante promotion de produits de production européenne auprès
des consommateurs nationaux et communautaires
- Divulgation sur les normes de sécurité alimentaire et santé européennes liées au label
IGP/AOP
- Amélioration des connaissances du secteur de la restauration ce qui dans le cas de la
restauration espagnole, lui donnera une dimension internationale drapeau de la culture
et de la production européenne.
- Les actions prévues au sein du programme se développeront au sein d'autres EM tels
que la France et le Portugal.
EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Intérêt général du programme :
24/30
Qualité et efficacité du programme :
28/40
Dimension européenne :
Coût/efficacité :
7/10
16/20
52
€
BUDGET RECAPITULATIF :
5.7. ACTUACIONES
2014
2015
IMPORTE
5.7.1. MEDIOS
5.7.1.1. PLAN DE REVISTAS
5.7.2. ACTUACIONES EN ESCUELAS HOSTELERÍA
5.7.2.1. MAILING A ESCUELAS DE HOSTELERÍA
5.7.2.2. MASTERCLASS EN ESCUELAS DE HOSTELERÍA
5.7.3. ACCIONES EN RESTAURACIÓN
5.7.3.1. E-MAILING SECTOR HORECA
5.7.3.2. QUINCENAS GASTRONÓMICAS
TOTAL
IMPORTE
IMPORTE
57.430,00 €
57.430,00 €
114.860,00 €
57.430,00 €
57.430,00 €
114.860,00 €
13.678,50 €
13.678,50 €
27.357,00 €
3.012,50 €
3.012,50 €
6.025,00 €
10.666,00 €
10.666,00 €
21.332,00 €
50.164,00 €
50.164,00 €
100.328,00 €
2.900,00 €
2.900,00 €
5.800,00 €
47.264,00 €
47.264,00 €
94.528,00 €
58.384,00 €
58.384,00 €
116.768,00 €
5.7.4.1. GABINETE DE PRENSA
45.184,00 €
45.184,00 €
90.368,00 €
5.7.4.2. ASESORAMIENTO GASTRONÓMICO
13.200,00 €
13.200,00 €
26.400,00 €
5.7.5. ACCIONES DE SOCIAL MEDIA
7.800,00 €
6.700,00 €
14.500,00 €
5.7.5.1. MICROSITE DE CAMPAÑA
3.600,00 €
2.500,00 €
6.100,00 €
5.7.5.2. DINAMIZACIÓN DE REDES SOCIALES
4.200,00 €
4.200,00 €
8.400,00 €
30.346,00 €
30.346,00 €
60.692,00 €
5.7.6.1. NEWSLETTER
6.090,00 €
6.090,00 €
12.180,00 €
5.7.6.2. NEWSLETTER DIGITAL
1.950,00 €
1.950,00 €
3.900,00 €
22.306,00 €
22.306,00 €
44.612,00 €
21.567,20 €
21.567,20 €
43.134,40 €
5.7.7.1.1. ACTO EN ESCUELAS DE HOSTELERÍA
INTERNACIONALES
7.903,60 €
7.903,60 €
15.807,20 €
5.7.7.1.2. E-MAILING A LA RESTAURACIÓN
3.240,00 €
3.240,00 €
6.480,00 €
5.7.7.1.3. E-MAILING A LA DISTRIBUCIÓN
1.240,00 €
1.240,00 €
2.480,00 €
5.7.7.2.1. ACTO EN ESCUELAS DE HOSTELERÍA
INTERNACIONALES
7.203,60 €
7.203,60 €
14.407,20 €
5.7.7.2.2. E-MAILING A LA RESTAURACIÓN
1.240,00 €
1.240,00 €
2.480,00 €
740,00 €
740,00 €
1.480,00 €
13.200,00 €
13.200,00 €
26.400,00 €
504.039,40 €
5.7.4. ACTUACIONES DE RR.PP
5.7.6. ACTUACIONES DE COMUNICACIÓN AL SECTOR
5.7.6.3. PUNTO DE INFORMACIÓN Y FORMACIÓN PROFESIONAL
5.7.7. ACTUACIONES INTERNACIONALES
5.7.7.1. FRANCIA
5.7.7.2. PORTUGAL
5.7.7.2.3. E-MAILING A LA DISTRIBUCIÓN
5.7.8. PRODUCCIÓN GRÁFICA
TOTAL DE ACTUACIONES (A)
252.569,70 €
251.469,70 €
GASTO DE GARANTÍA DE EJECUCIÓN CORRECTA (B)
980,00 €
980,00 €
1.960,00 €
REMUNERACIÓN ORGANISMO EJECUCIÓN (12%) (C)
30.308,36 €
30.176,36 €
60.484,73 €
MEDIDAS DE LOS RESULTADOS DE LAS ACT. (3%) (D)
7.577,09 €
7.544,09 €
15.121,18 €
TOTAL DE LOS COSTES DIRECTOS DEL PROGRAMA (A + B + C + D)
291.435,16 €
290.170,16 €
581.605,31 €
GASTOS GENERALES (3%)
8.743,05 €
8.705,10 €
17.448,16 €
TOTAL DEL PROGRAMA
300.178,21 €
298.875,26 €
599.053,47 €
PLAN DE FINANCEMENT EN EURO :
COFINANCEMEN
T
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
%
ANNEE II
%
150.089,11
75.044,55
75.044,55
300.178,21
50
25
25
100
149.437,62
74.718,82
74.718,82
298.875,26
50
25
25
100
53
ANNEE III
%
TOTAL
%
100
299.526,73
149.763,37
149.763,37
599.053,47
50
20
30
100
-
RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE:
Remarques :
Voir conclusions ci-après.
Eligibilité du programme :
oui/non
Premières observations à communiquer à l’EM :
Voir conclusions ci-après.
AVIS DES SERVICES DE LA COMMISSION :
Qualité du programme:
bonne/moyenne/non adéquat
(cohérence entre stratégie et objectifs, qualité des actions)
Dimension / valeur ajoutée européenne:
bonne/moyenne/non adéquate
Impact prévisible et méthode(s) d’appréciation de l’impact:
Coût efficacité du programme:
(relation entre coût total et impact prévisible)
Points donnés par EM:
Oui/non
75/100
Priorité donnée par l’Etat membre
1/3
Avis du consultant externe: Prédisposition favorable sous réserve de l'obtention de
précisions (E-mail Ares(2013)2745658 du 24/07/2013)
CONCLUSIONS:
1. Description du programme
Changer la référence aux Règlements (CE) n° 509/2006 et (CE) n° 510/2006 abrogés et
remplacés par le Règlement (CE) 1151/2012 entré en vigueur en janvier 2013.
2. Objectifs du programme
L'objectif du programme est double:
- d'une part faire connaître à un grand nombre de personnes, le système communautaire
de protection des dénominations de produits au travers de 3 légumineuses: le pois
chiche, la lentille et le haricot;
- d'autre part, stimuler la demande des produits AOP/IGP
Le programme présente une bonne étude chiffrée de la valeur commerciale des produits
alimentaires AOP/IGP (dont les légumineuses), de leur production et de la consommation
mondiale et européenne.
Cependant:
- il n'y a pas d'estimation de départ en ce qui concerne le degré de notoriété du label
européen AOP-IGP ni en ce qui concerne le degré d'amélioration de notoriété visé.
- il n'y a pas de description quantitative de résultats escomptés au niveau de la demande
des produits AOP/IGP(accroissement des ventes ou de la consommation,
rajeunissement de la cible consommateurs, adhésion de nouveaux membres aux
AOP/IGP…).
L'objectif principal du programme n'est donc pas mesurable.
54
3. Messages du programme
Conformément à l'article 3 du Règlement de la Commission 501/2008, "Les messages
faisant référence à des effets sur la santé doivent être acceptés par l'autorité nationale
compétente en matière de santé publique".
Dans la description du programme (p15), il est fait référence aux nouvelles attentes de la
société européenne en matière de bien-être, santé et environnement.
Pour rappel, toute référence à des effets sur la santé doit faire l'objet de l'acceptation de
l'autorité compétente.
4. Actions du programme:
Selon l'article 8, §1.c du Règlement de la Commission 501/2008:
"1.c …être suffisamment développés pour que leur conformité avec la réglementation
applicable et leur rapport coût/efficacité puissent être évalués."
Le programme contient un ensemble d'actions qui dans l'ensemble sont suffisamment
décrites.
Cependant, quelques détails supplémentaires sont requis pour les actions suivantes:
Action 3
Préciser les critères pour l'envoi du mailing informatif des 2.000 restaurants ainsi que leur
répartition géographique
Préciser les 8 villes ciblées par les quinzaines gastronomiques.
Action 4
Préciser la plus-value de la répétition de cette action en année 2 en ce qui concerne les
conseils gastronomiques et de l'engagement d'un "home economist": des recettes
supplémentaires vont-elles être créées?
Action 5
Préciser la notion de "contratación de un community".
Préciser sur quelle base il est annoncé que 12.000 internautes seront touchés par an.
Confirmer la traduction des pages Facebook et Twitter en portugais et français, ces
marchés étant également touchés par cette action.
Action 6
Préciser quels sont les agriculteurs destinataires des 3.000 newsletters (versions papier et
digitale) et les régions concernées.
Préciser des objectifs quantifiés pour cette action (combien d'agriculteurs est-ce que la
campagne souhaite faire adhérer…).
Action 7
Préciser l'école hôtelière choisie pour la France et les critères qui ont orienté ce choix et
pourquoi une seule école.
Préciser les professionnels prévus pour la discussion sur le label AOP/IGP.
Préciser sur quelle base sont sélectionnés les 3.000 restaurants dans la région parisienne
bénéficiaires d'un envoi mailing.
Action 8
Préciser l'école ou les écoles d'hôtellerie visée(s).
Préciser les participants et orateurs prévus à la discussion sur la Qualité Différenciée de
l'Union européenne des AOP/IGP.
Préciser les destinataires du Show cooking: les élèves de l'école, le public cible
mentionné.
Préciser sur quelle base sont sélectionnés les 3.000 restaurants dans la région de Lisbonne
bénéficiaires d'un envoi mailing.
Pour les actions orientées sur la France et le Portugal, afin d'accroître la cohérence du
programme, un renforcement des actions 7 et 8 est souhaité.
55
5. Budget du programme
Certaines actions ou parties d'action sont inéligibles et en particulier les frais du personnel
contractant repris au budget de l'action 5.7.6. "Communication au secteur", frais de
déplacement-logement et nourriture de 2 techniciens: ces frais ne sont pas éligibles car
couverts par les frais généraux conformément à l'Annexe III.
Préciser si ces frais sont imputables aux techniciens de la COAG.
6. Impact du programme et évaluation des actions
En ce qui concerne l'impact et son analyse celui-ci est confié à un Organisme Externe
Indépendant, à savoir: ARADA S.L.U.
Veuillez mesurer:
- la notoriété du label européen AOP/IGP ainsi que le niveau de demandes des produits
concernés en début de programme
- le résultat visé après les 2 ans du programme.
Observation(s)
Suite à la lettre d'observations envoyée par les services de la Commission le 25/07/2013
(Ares(2013)2750634), le demandeur a fourni des réponses satisfaisantes à tous les points
soulevés (courrier du 28/08/2013 (Ares(2013)2937980)).
Pour cette raison il est proposé d'accepter ce programme pour un cofinancement
communautaire.
Recommandation(s)
- à accepter
- à accepter sous réserve des observations ci-dessus
- à rejeter
56
Etat(s) membre(s):
Espagne
Titre du programme:
“EUROPEAN GARNACHA/GRENACHE QUALITY WINES”
Ministerio de Agricultura, Alimentación y Medio
Ambiente – España (MAAMA)
CRDO Cariñena (Coordinador), CRDO Calatayud, CRDO
Somontano, CRDO Campo de Borja, CRDO Terra Alta
Benson Marketing Group LLC
Type de mesure:
Produit(s):
Vins AOP/IGP
Etats-Unis, Canada
Durée:
36 mois
Budget total:
2.250.596,54 €
1.125.285,12 €
12/06/2013 (E-mail,12/06/13Ares(2013)2045300)
14/06/2013 (Courrier postal, Ares (2013)2144315)
This information programme concerns the Grenache quality wines to develop in USA and
Canada. Programme duration is 3 years and the total cost is 2.250.596, 54€.
The main objectives are:
• to increase awareness of Garnacha among the general public buying wine more than
1x/month.
• to improve the positioning amongst general public, highlighting the attributes of Grenache.
• to inform about quality and characteristics of wine PDOs proponents in the framework of
the European wines of Grenache.
• to highlight the importance of European quality signs.
• to increase market share
The main target group will be the final regular wine consumers, especially those in New
York, Florida, California and Ontario and also press, channel members and specifiers.
A series of activities are foreseen such as public relations, imaging, media, events focused on
consumers (participation in Second Class "Wine Riot"), establishment of the Grenache Day,
trade market. The number of final individual consumers impacted should be around
32.000.000.
57
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
Confirmation de l’efficacité technique et financière
oui/non
oui/non
Objectif(s) :
Des objectifs spécifiques ont été élaborés afin de tenir compte de la réalité du marché nordaméricain et de répondre à la nécessité d'objectifs SMART:
 Accroître la connaissance d'une variété typique européenne, la Grenache, au sein du grand
public nord-américain achetant du vin plus d'une fois par mois et en particulier en
Californie, New-York, Floride et Ontario
 Améliorer le positionnement de ce vin au sein du grand public, au même titre que le sont
actuellement le Cabernet-Sauvignon, le Pinot Noir, le Malbec ou le Sauvignon Blanc en
rehaussant les propriétés de la Grenache objectives (qualité, caractéristiques
organoleptiques, diversité, savoir-faire…) et émotionnelles (exclusivité, prochaine mode,
passion, romantisme, style de vie à la méditerranéenne…).
 Expliquer la qualité et les caractéristiques spécifiques des AOP proposantes parmi le vin
européen de Grenache
58
 Informer sur l'importance et les caractéristiques des signes de qualité européens pour les
produits viticoles
 Accroître la part de marché des vins de Grenache européens aux EEUU et Canada et en
particulier celui des AOP participantes
Stratégie :
Pour maximiser la rentabilité du programme, ont été sélectionnées des actions sur base des
critères suivants:
 Définition précise du public cible: les consommateurs finaux ont été identifiés comme le
public méconnaissant le plus le produit et en particulier les Millenial Treaters,
Experienced Explorers et les Premium Brand Suburbans*. Les professionnels seront
ciblés si nécessaire pour atteindre le public cible final.
 Focus sur des zones multi pays similaires afin d'obtenir des synergies tout au long de la
campagne en matière de communication, messages…
 Adaptation au public nord-américain différent du public européen à l'aide d'une agence
locale qui puisse prioriser les attentes du public cible
 Définition et uniformité du message au travers d'une image reconnaissable facilement
qui permette de produite un effet accumulatif au travers des diverses actions
 Utilisation de canaux concentrés et complémentaires destinés au public cible à savoir les
moyens de communication online et offline, les réseaux sociaux pour intéresser le public
et les points de ventes proches du lieu de résidence pour découvrir le produit en le
testant.
 Planification des actions pour rentabiliser leur efficacité
 Coordination des activités via les différentes DO proposantes
 Mesure rigoureuse de la campagne ex ante et ex post afin de tendre vers une cohérence
entre les opportunités de marché identifiées, les objectifs, les messages, les actions et les
canaux d'information (développement d'une image du programme et des objectifs visés
pour chacune des actions développées).
 Mesure et suivi des résultats
Le programme appliquera ces critères dans le but de parvenir à une synergie entre les
opportunités de marché, les objectifs, les actions et les canaux de communication:
 Élaboration de lignes directrices de l'image
 Actions visant le consommateur aux EEUU et au Canada:
- RP destinée à préparer le champ d'action pour le public cible
- Media digital destiné à créer la notoriété auprès de tous les auditoires et de préparer un
groupe social qui suivra le programme et transfèrera les messages et actions aux autres
groupes sociaux
- Evénements destinés à éduquer le consommateur et créer des tendances
- Campagne "Jour de la Grenache" destinée aux consommateurs pour attirer le public
cible sur des lieux où il pourra goûter et acheter le produit
- Trade Marketing dans le but de transmettre les messages dans les marchés cibles où
s'échangent des informations, des échantillons et où ont lieu des achats
 Mesures des impacts et suivi de l'efficacité de la campagne à l'aide d'une mesure
stratégique des objectifs finaux (avant, pendant et après) et intermédiaires (nombre
d'impacts…).
Cibles :
Ce programme vise principalement les consommateurs finaux habitués du vin et en particulier
les consommateurs de New York (EEUU), Floride (EEUU), Californie (EEUU) et Ontario
(Canada).
59
Ces consommateurs ont été subdivisés en 3 groupes* qui ensemble concentrent 81% de la
demande de 50% des consommateurs:
1. les Millenial Treaters: moyenne de 28 ans, haute dépense, consommation fréquente,
ouvert aux importations, actifs sur le web et réseaux sociaux, intéressés par ce qui est
dit sur le vin par les amis, médias et restaurants
2. les Experienced Explorers: moyenne de 45 ans, haute dépense, consommation
fréquente, ouverts aux importations, à l'écoute des détaillants
3. les Premium Brand Suburbans: 49 ans, dépense moyenne et consommation
fréquente, moyennement ouverts aux importations, à l'écoute des détaillants
Afin de toucher ce public cible, les professionnels du marché vin aux EEUU et Canada sont
également visés.
A ce titre, pourraient aussi être contactés la presse, les membres de la filière et certains
consommateurs particulièrement influents.
Thèmes:
Les thèmes à traiter se veulent cohérents par rapport aux objectifs de ce programme
d'information et tourneront autour des thèmes suivants:
 Les caractéristiques des vins européens de qualité élaborés avec la variété Grenache
 L'origine européenne et méditerranéenne de la Grenache (utilisation de la double
prononciation espagnole et française afin de souligner le caractère transeuropéen)
 Les systèmes et labels de qualité des dénominations européens qui obéissent aux
exigences de l'UE tels que les AOP proposantes.
Aspects couverts:
qualité
aspects sanitaires
étiquetage






Le vin de Grenache a des saveurs et arômes délicieux et adaptés au goût nord-américain
(touche fruitée, puissance de saveur, …)
Le vin de Grenache est une variété très diversifiée (vins rouges, blancs, rosés, sucres,
monovariétale, coupage…)
Le vin de Grenache offre une grande possibilité de consommation (viandes, légumes,
desserts, chocolats…)
Le vin de Grenache est un vin Exclusif (“the Next Big Thing”), connu par un nombre réduit
d'experts
Le vin de Grenache est une variété très sensuelle, romantique, passionnée…
Le vin de Grenache est la variété européenne méditerranéenne par excellence et la plus
répandue.
60







Le vin de Grenache représente les valeurs du style de vie européen méditerranéen.
Le vin de Grenache est adapté au terroir et au climat méditerranéen reflété dans les qualités
de ce vin
Le raisin Garnacha/Grenache transmet un message de durabilité de l'agriculture
européenne: la résistance de ses vignes aux fluctuations extrêmes du climat (chaleur,
sécheresse) fait que les experts la considèrent comme une réponse clé au secteur face au
changement climatique (cfr le III Congrès “Changement climatique et Vin” où le vin de
Garnache a été abordé comme thème du Congrès présenté par Kofi Annan en 2010).
Les AOP proposantes constituent un bon exemple de cette origine européenne et
méditerranéenne
La Garnacha/Grenache est une des variétés les plus sensibles aux méthodes de production:
sans production de qualité, le vin peut beaucoup souffrir ; l'âge de la vigne est primordial et
une attention particulière s'impose lors de son élaboration pour éviter toute oxydation….
Les systèmes et signes de qualité européens garantissent une élaboration adaptée.
Les cinq AOP proposantes garantissent cette élaboration adaptée en tant que parties
intégrantes des systèmes européens de qualité
Action 1: Création d'image (3.923€)
Cette action vise à:
1. Créer les fondements pour toutes les communications de Marketing (image et langue)
2. Créer une identité unique et différenciée de cette variété et faire transparaître sa
caractéristique de variété européenne méditerranéenne
Des réunions internes et des recherches seront organisées afin de concrétiser les thèmes et
messages de la campagne sous forme d'image concrète et de "claims" spécifiques (résumés de
messages):
Action 2: Relations publiques (139.577 €)
1. Créer un Bureau de presse destiné à mettre sur pied l'infrastructure de communication
nécessaire pour la campagne
2. Générer et obtenir une couverture éditoriale pour la Grenache qui dépasse les
20.000.000 d'impact dans les 12 mois suivant le lancement des activités de RP.
Pour ce faire, une panoplie d'éléments de communication est nécessaire: dossier de presse,
envoi d'échantillons et dégustations, missions commerciales, événement presse vin,
newsletter, communiqués de presse, interviews avec des journalistes, coupures de presse ...



Préparation d'un kit presse:
- Réunion en début de chaque année pour collecter in situ des informations et discuter la
sélection des thèmes avec les divers Conseils de Régulation.
- Rédaction d'un kit presse chaque premier trimestre de l'an et élaboration d'un calendrier
annuel de distribution de la communication
- Création d'une base de données (DB) d'archives digitales et d'images au cours du 2ème
trimestre susceptibles d'être envoyés aux médias
Envoi d'échantillons pour la presse
50 envois destinés aux rédacteurs intéressés par le produit pour la rédaction d'articles
Mission d'échange de journalistes
4 journalistes (3 EEUU et 1 Canadien) issus de médias orientés consommateurs (revues,
journaux, voyages, online…) ainsi qu'un accompagnateur/traducteur visiteront 6 à 10 caves
(10 vignobles) par Conseils régulateurs pendant 5 jours (environ 75 vins différents)
61




Evénements vinicoles avec la presse
2 dîners presse sont prévus à New York et San Francisco en présence de 10 médias par ville
afin de susciter l'intérêt pour le vin de Grenache et informer sur la diversité de la variété, sa
singularité en Europe et connaître son importance sur le marché actuel.
Rédaction et envoi de Newsletters
Envoi de 8 newsletters au cours de la 1ère année aux médias sélectionnés ainsi, qu'aux
consommateurs inscrits sur la liste de distribution
Envoi de nouvelles aux médias
Ces notes de presse compileront des informations intéressantes pour les consommateurs sur le
vin de Grenache et seront envoyées d'une part de façon programmée via un service de
nouvelles tel que Business Wire et d'autre part systématiquement lorsque des nouvelles
surgissent:
- 5 notes de presse seront envoyées tout au long de l'année par Business Wire (service de
presse auquel ont souscrit de nombreux journalistes et Yahoo et actif dans la distribution
de notes de presse de façon ciblée)
- envoi de nouvelles concrètes à des médias spécifiques via une agence externe spécialisée
- 10 interviews individuelles avec des journalistes et blogueurs
- compilation, coordination et rédaction de notes de presse par l'Agence d'exécution &
maquettage des textes ainsi que gestion des envois et contacts presse par un spécialiste
externe
Clipping presse
L'Agence Cision/Burrel spécialisée dans le suivi et la compilation d'articles de presse será
chargée du clipping presse. Tous les impacts on et offline ainsi compilés seront transmis via
un portail online.
Parmi les médias destinataires, ont été répertoriés:
 Médias digitaux, Style de vie
- Presse gastronomique: Food & Wine, Bon Appetit, ou Saveur
- Presse féminine/masculine: Men’s Fitness, Good Housekeeping, etc.
- Presse voyage, négoces et style de vie y inclus les blogueurs, newsletters via courriel
- Média de diffusion tel que le programme de télévision NBC TODAY SHOW, etc.
 Presse spécialisée destinée aux consommateurs de vin
- Wine Spectator, Wine Advocate, Wine Access, Wine Enthusiast, Wine & Spirits, dont les
lecteurs sont des distributeurs et des consommateurs
- Internet: Tasting Table, FoodRepublic.com, Chow.com, etc.
 Presse professionnelle de la distribution
- Presse régionale et nationale lue par les importateurs, les grossistes, les détaillants et
HORECA: Market Watch, IMPACT, Tasting Panel, etc.
Action 3: Les médias numériques/digitaux (103.350€)
1. Créer une plateforme de communication qui exploite des synergies entre les divers
contenus des diverses actions (articles, images, vidéos) afin de transmettre les
messages de la campagne à un public plus nombreux
2. Créer une communauté on-line au cours de la 1ère année avec plus de 2.500
consommateurs impliqués dans les réseaux sociaux (Facebook, Twitter) afin
d'accroître la notoriété de la Grenache et des standards de qualité qui l'entourent.
3. Construire une promotion on-line autour de la Journée de la Grenache prévue en
septembre 2014 afin de toucher plus de 4 millions de consommateurs
Les activités prévues sont :
 Création et lancement de la page web de la campagne: Une pagea web sur le thème de
la Grenache expliquera les caractéristiques des vins européens, de cette variété, les
caractéristiques spécifiques des vins de proposants et informer sur les actions en
cours.
62
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
Création et gestion de la campagne dans les médias sociaux: Twitter, Facebook,
Youtube (2ème trimestre 2014) ainsi qu'annonces online (50% de publicité au cours du
2ème trimestre et le reste tout au long de l'année) afin de parvenir à un volumen
important de followers dès le début. Les annonces online permettent de mieux cibler le
public cible dans les zones visées (NY, CA, FLA y Ontario). L'utilisation des réseaux
sociaux se fera dans le respect des lois locales et des standards du secteur vitivinicole
des pays cibles (www.wineinstitute.org/initiatives/issuesandpolicy/adcode)
Création d'un contenu spécifique pour la presse digitale: outre le contenu généré par
les autres actions, des activités spécifiques destinées à générer davantage de trafic sont
prévues:
-


Contenu audiovisuel: diriger et créer 8 vidéos de courtes durée (60-180 secondes) placés
au fur et à mesure de l'année et destinées à être partagées. Ces vidéos visent à éduquer
consommateurs et public commercial sur la place occupée par la Grenache dans la culture
vinicole actuelle, sur son rôle d'accompagnateur de mets divers et sur ses qualités
inégalables. Est envisagée l'inclusion d'images de NY et San Francisco ainsi que des
Conseils Régulateurs participants.
Journée de la Grenache (septembre 2014): utilisation de la publicité dans les réseaux
sociaux, détaillants sur internet et autres canaux permettant de rentabiliser l'impact de
cet événement international afin qu'il touche une majorité du public américain et
canadien ainsi que le bouche à oreille.
Concours: un concours será rélaisé aux EEUU et au Canadá via les réseaux sociaux .
Les gagnants de chaque pays se verront récompensés par un voyage pour 2 personnes
de 2 semaines aux Conseils de Régulation des proposants. L'objectif de ce prix est
d'accroître la notoriété du vin de Grenache, augmenter le trafic sur les réseaux sociaux
et obtenir le contenu et les images du voyage.
A noter que la publicité sur Twitter et Facebook se fait via chaque tweet qui mène directement
aux informations postées pour le programme.
Action 4: événements axés sur le consommateur (29.467 €)
1. Eduquer et faire goûter les vins de Grenache à un gran nombre de consommateurs
influents et démontrer la singularité de ces vins avec un accent particulier mis sur les
Conseils Régulateurs participant.
2. Utiliser ces événements pour promouvoir les ventes auprès de détaillants locaux et sur
le web.
Les actions prévues sont:
 Second Glass “Wine Riot” (www.secondglass.com/wineriot) : parrainer et participer à
ces 2 dégustations célébrées à San Francisco en juin et à Nueva York en septembre
(www.secondglass.com/wineriot). Ces dégustations de renommée se déroulent
pendant 2 jours (vendredi et samedi) pendant lesquels les participants peuvent goûter à
tous les vins présentés ainsi que participer aux journées éducatives organisées dans la
même enceinte.
Cet événement attire 2.500 consommateurs/ville dont 70% ont entre 25 et 35 ans et
plus de 60% sont des femmes (consommateurs "millennial").
Par ailleurs, ces participants ainsi que les organisateurs sont des utilisateurs assidus
des réseaux sociaux ce qui laisse supposer une excellente opportunité de gagner des
fans sur Facebook et Twitter et ainsi accroître la notoriété.
Au sein de ces journées, sont également prévus:
-
un stand propre au vin de Grenache avec dégustations et informations
une discussion de 45 minutes
63

l'alimentation de la page web du programme, Twitter (10 tweets par événement),
Facebook (5 posts par événement) en postant images et contenu de l'événement.
Coordination avec des détaillants locaux:
Seront sélectionnés 3 détaillants de référence dans chacune des villes hôte de
l'événement et auprès desquels il est possible de trouver les vins de Grenache des
Conseils Régulateurs participants afin que l'Agence d'exécution puisse coordonner les
promotions génériques des vins de Garnache. Une publicité spécifique est prévue afin
que ces détaillants puissent promouvoir ce vin parallèlement au Wine Riot:
-
envoi des e-mail du détaillant pour sa base clients
annonces dans le catalogue du détaillant
production de matériel de communication destiné aux points de vente faisant référence
aux dégustations du Wine Riot
Action 5: "Journée Grenache" (178.337 €)
Cette action vise à réaliser une campagne concentrée dans le temps (septembre 2014) et dans
l'espace (New York, San Francisco y Miami) autour d'une date clé (la Journée de la Grenache)
combinant ainsi publicité et autres moyens destinés aux consommateurs afin qu'ils se rendent
dans les restaurants et auprès des détaillants pour goûter le vin de Grenache (30):
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Identification des représentants locaux et communication de la liste finale aux
Conseils Régulateurs participants pour que leurs caves, importateurs et distributeurs
soient informés
Création & distribution de matériel de communication destiné aux restaurants et
détaillants participants expliquant les bénéfices de la campagne
Prise de contacts avec 100 potentiels participants (restaurants et détaillants) dans
chacune des villes afin d'assurer un minimum de 25 dans chacune d'elles (50%
détaillants, 50% restaurants), 30 pour bénéficier d'une formation du personnel et 30 où
pourront avoir lieu les dégustations
Impression des insertions des cartes des restaurants
Préparation et envoi d'une note de presse de la campagne à la presse locale avec
échantillons de vins
Promotion du 1 au 30 septembre 2014 dans les 75 points participants
Afin d'attirer les consommateurs, ce programme se centrera sur des tactiques "pull"
(motivation des consommateurs pour se rendre sur les lieux participants et connaître et goûter
le vin) et "push" (assurer que les importateurs et grossistes mettent à disposition le vin auprès
des points participants); à savoir:
 Eléments de communication: production de plus de 10.000 éléments de
communication sur les lieux de ventes (tire-bouchons, feuillets explicatifs pour les
points participants, posters pour les détaillants, 24 insertions de cartes pour les
restaurants, mini-cartes de la Grenache et de ses Dos participantes, verseurs et cahiers
comprenant guide et recettes pour le consommateur).
-

Détaillants: posters à exposer sur place face aux consommateurs, tire-bouchons à utiliser
pour les dégustations et offrir aux consommateurs et au personnel, verseurs pour utiliser
lors des dégustations et offrir aux consommateurs
Restaurants: insertions dans la carte pour la visualisation des consommateurs, les minicartes pour les consommateurs et le personnel
Détaillants et restaurants: Feuillets explicatifs para las points participants et leur
personnel expliquant les vins de Grenache et le programme.
Page web: adaptation de la page web du programme avec un aparté expliquant la
champagne de septembre et en insérant les points participants
64

Publicité: il s'agit du principal outil pour informer les consommateurs sur le vin de
Grenache et les convaincre de les goûter en les attirants aux points de dégustation
participants.
-

Presse écrite: insertion de publicité 4x6 dans la presse écrite générale (WSJ, o SF
Chronicle) et spécialisée (NY Time Out) des 3 villes
Presse online: publicité auprès de divers médias online spécialisés dans le vin en insérant
la publicité dans les e-mails destinés aux abonnés, en plaçant des banners sur les pages
web, en sponsorisant des tweets, etc…
Publicité sur les lieux de ventes
Activités sur les points participants avec un "Ambassadeur" local: : un représentant
local reconnu pour ses connaissances du vin (sommelier, gastronome, journaliste…) et
disposant d'un bon réseau (restaurants, détaillants et autres professionnels de la zone)
sera engagé pour la coordination des points participants :
-
-
il contactera tous les participants potentiels et signera des accords avec 25 d'entre eux
il travaillera spécifiquement avec 75 restaurants et détaillants (50% & 50%) dans les 3
villes (25 dans chacune d'elles) pour s'assurer de disposer de vins de Grenache pour les
consommateurs intéressés; réalisera la publicité de la campagne sur les points de ventes et
avec le matériel de communication
il travaillera avec 30 restaurants/détaillants en préparant le personnel à expliquer les vins
de Grenache aux consommateurs et en organisant au moins 30 dégustations.
Action 6: Trade marketing Commerce MKT (243.587 €)
Cette action vise à
1. Collaborer avec différents détaillants online et offline pour inclure dans leur calendrier
d'activités, des actions qui puissent promouvoir la connaissance et la dégustation des
vins européens de Grenache sur les 4 marchés cibles (New York, California, Florida, y
Ontario)
2. Fournir aux détaillants les outils de formation et de promotion pour faire parvenir les
vins de Grenache aux consommateurs
3. Travailler au sein des calendriers promotionnels des détaillants
4. Accroître l'impact des actions aux consommateurs au-delà des actions de
Les actions prévues sont:
 Collaboration avec 3 des principaux détaillants de ventes électroniques (certains
disposant également de magasin) tels que K&L (California), Snooth (dans tous les
Etats) ou Sherry & Lehman (NewYork) via une combinaison de moyens de
communication: envoi de courriels à leurs clients avec le message du programme,
dégustations particulières pour consommateurs, publicité digitale et contenu online.
Négociation indépendante avec chaque détaillant afin de l'adapter à son calendrier
d'activités.
 Collaboration avec 40 détaillants principaux en engageant 4 "Ambassadeurs" de la
Grenache (les mêmes que pour l'action 5 ou différents) pour aider à mettre en place
l'action de promotion auprès de ces détaillants à New York, California, Florida et
Ontario, en leur assurant formation (40 sessions) et publicité: 120 dégustations de 3h
en magasin, promotion orientée vers le consommateur (1.000 feuillets explicatifs ,
25.000 colliers.
65
Evaluation des objectifs: une attention particulière est portée sur la méthode et l'exécution de
l'évaluation des objectifs du programme au travers de moyens de mesures divers tels que:
- des enquêtes ex ante et ex post réalisées par une agence autre que l'organisme d'exécution
- mesures in situ collectées par l'agence d'exécution en matière d'impact
- sources externes de mesures d'impact
- collecte de données générées tout au long de la campagne et analysées par une équipe
scientifique pour définir le degré d'efficacité de la campagne (évolution, lien entre les
impacts et résultat final)
Afin d'obtenir un nombre concret d'impacts positifs (nombre de publications dans les médias,
nombre de participants aux dégustations, nombre de personnes participant aux actions de
communication aux points de vente, nombre de fans sur facebook, impacts online, …), sont
visés des objectifs intermédiaires et leurs messages destinés au public cible au travers de
divers canaux de communication. L'évaluation de ces objectifs intermédiaires sera assurée par
l'Agence d'Exécution tout au long du programme en récoltant via des sources externes ainsi
qu'au travers d'informations in situ (nombre de participants dans les dégustations, actions de
communication…)
Objectifs intermédiaires:
ACTIONS
2-RP contacts presse
2-RP impacts sur consommateurs
3-presse digitale, fans de Facebook
3-presse digitale, Twitter
3- presse digitale impacts sur
consommateurs
4- Evénements consommateurs:
Dégustations
4- Evénements consommateurs: fans
Facebook
4- Evénements consommateurs: Twitter
5-Campagne "G Day" consommateurs:
dégustations
5-Campagne "G Day" impacts sur
consommateurs
6-Trade marketing consommateurs:
dégustations
6-Trade marketing, impacts sur
consommateurs
TOTAL PRESSE
TOTAL FACEBOOK
TOTAL TWITTER
TOTAL DEGUSTATIONS
TOTAL CONSOMMATEURS FINAUX
TOTAL CONSOMMATEURS
INDIVIDUELS
ANNEE I
ANNEE II
ANNEE III TOTAL
1.500
1.500
1.500
4.500
20.000.000 25.000.000
25.000.000 70.000.000
4.000
9.000
14.000
27.000
500
1.125
1.750
1.750
4.000.000
4.000.000
4.000.000 12.000.000
5.000
5.000
5.000
22.500
100
100
100
300
100
1.500
100
1.500
100
1.500
300
4.500
4.000.000
4.000.000
4.000.000
12.000.000
4.500
4.500
4.500
13.500
800.000
800.000
800.000
2.400.000
1.500
4.000
500
13.200
28.800.000
1.500
9.000
1.125
13.200
33.800.000
1.500
14.000
1.750
13.200
33.800.000
4.500
27.000
2.050
40.500
96.400.000
10.000.000
11.000.000
11.000.000
32.000.000
Nb: lancement page web : 15 millions d'impressions pour la pub et quelques 300.000 visites
(un taux de click autour de 2%) pour générer le trafic initial.
L'objectif final du programme est d'accroître la connaissance du vin de qualité de Grenache au
sein du public nord-américain pour augmenter la part de marché de cette variété à long terme.
66
Pour ce faire, sont mis en place une série d'outils destinés à améliorer son positionnement et
des explications quant aux sigles de qualité européens ainsi qu'à la qualité et les
caractéristiques des AOP proposantes.
Objectifs principaux:
• Augmentation de la connaissance: mesure via une enquête périodique (ex-ante et ex-post)
sur un échantillonnage de 2.000 consommateurs aux EEUU et 1.000 au Canada.
L'évolution de la campagne sera mesurée tout au long de la campagne avec des interviews
approfondis d'experts
• L'objectif visé est d'accroître entre un 25% et un 50% le nombre de personnes qui
connaissent, valorisent et ont goûté le vin européen de qualité Grenache ainsi que ses AOP
participantes au cours des 6 derniers mois dans les zones visées par le programme
(Californie, New York, Floride et Ontario).
Un total de 10.000.000 consommateurs habituels de vin EEUU et Canada/an devraient
bénéficier de la campagne de promotion
La méthode choisie se subdivise en 2 parties:
1. Evaluation des objectifs (présentation de rapports clairs, précis, exhaustifs sur les
actions et leurs résultats pour rendre compte de l'efficacité, la rentabilité et les
recommandations)
2. Evaluation de la stratégie et des actions
2.1 Rapport des actions aux Conseils Régulateurs participants
2.2 Prise en compte de paramètres tels que par exemple
- Action 3 (RP): nombre de publications, type de média (auteur-résumé),
diffusion et impact (clipping trimestriels), rapports des actions, nombre de
participants et origine média, vins servis
- Action 4: Facebook (fans, taux de participation, démographie, "j'aime" sur la
pub, tendances), Twitter (followers, taux de participation et tendances), page
Web (visiteurs, temps de consultation, démographie, tendances), Journée de la
Grenache (nombre de tweets par événement, nouveaux fans ou followers) vidéo
(nombre de vues), publicité digitale (impact, % de clics)
- Action 5: Wine Riot (nombre de participants, marques de vins et quantité
servie, photographies illustrant participation du client, échantillons sur réseaux
sociaux, nombre de nouveaux fans et j'aime sur l'événement)
- Action 6: Journée de la Grenache (nombre de points participants, actions
réalisées, nombre de dégustations, plan média, nombre d'articles)
- Action 7: Trade Marketing (nombre de participants, impact des courriels
envoyés, nombre de dégustations, nombre de bouteilles dégustées, nombre de
bouteilles achetées, photographies illustrant matériel de promotion, nombre de
détaillants offline, nombre de formations et participants, moyens de
communication utilisés pour la pub)
Pour mesurer les objectifs principaux, une agence externe à l'Organisme d'Exécution, Wine
Intelligence spécialisée dans le marché du vin, sera chargée des mesures d'impact des
objectifs primaires. Les indicateurs seront évalués avant le programme et en fin de chaque
annualité via un sondage auprès de 2.000 consommateurs aux EEUU et 1.000 consommateurs
au Canada.
Les indicateurs d'évaluation à prendre en considération seront:
 % de buveurs régulier connaissant le vin européen de Grenache
67



% de personnes valorisant positivement la qualité (bonne ou très bonne)
% de personnes valorisant positivement le rapport qualité/prix (bonne ou très bonne)
% de personnes ayant goûté ce vin dans les derniers 6 mois (actuellement, autour des
5% des buveurs réguliers de vin l'ont goûté)
Par ailleurs, une série de 6 interviews menées en profondeur sera menée chaque année tout au
long du programme afin d'aider à interpréter l'impact. Seront analysées les opportunités de la
Grenache dans les pays cibles et son exploitation via le programme. La notoriété du
programme sera basée sur un échantillon de 2.000 personnes aux EEUU et 1000 au Canada.
Une équipe scientifique spécialisée dans le marché du vin et concrètement sur le marché nordaméricain utilisera les données générées tout au long de la campagne pour analyser son
évolution et le lien entre l'impact des actions et le résultat final des objectifs principaux:
 Tendances de la consommation selon la variété de raisin
 Opportunités pour la croissance de la Grenache aux EEUU et au Canada
 Connaissance de la campagne et compréhension des messages
 Attitude envers ces vins suite à la campagne menée
L'agence de recherche, Vinitrac, compte parmi son équipe de scientifiques:
 Bradley J. Rickard, professeur au Départment of Applied Economics & Management
de l'Université de Cornell (EEUU).
 Luis Miguel Albisu, Chef de l'unité d'Economoe Agroalimentaires et des Ressources
Naturelles du Centro de Investigación y Tecnología Agroalimentaria de Aragón
(CITA). Gobierno de Aragón
23/30
27/40
Coût/efficacité :
7/10
16/20
68
ACTION
Action 1: Creation d'Image
Coûts
Honoraires
Acción 2: Relaciones Públicas
2.250.569,54€
Année I
3.923,00 €
Année II
0,00 €
Année III
0,00 €
TOTAL
3.923,00 €
0,00 €
0,00 €
0,00 €
0,00 €
3.923,00 €
0,00 €
0,00 €
3.923,00 €
139.576,54 €
120.000,00 €
95.000,00 €
354.576,54 €
76.411,54 €
61.000,00 €
40.000,00 €
177.411,54 €
1. Subact. 2.1. Gastos contenido para prensa
2. Subact. 2.2. Gastos eventos prensa
3. Gastos
29.165,00 €
29.000,00 €
29.000,00€
87.165,00 €
105.576,54 €
90.000,00 €
69.000,00 €
264.576,54 €
Honorarios
34.000,00 €
30.000,00 €
26.000,00 €
90.000,00 €
103.350,00 €
105.000,00 €
105.000,00 €
313.350,00 €
27.130,00 €
27.000,00 €
27.000,00 €
81.130,00 €
56.500,00 €
57.000,00 €
57.000,00 €
170.500,00€
Gastos
83.630,00 €
84.000,00 €
84.000,00 €
251.630,00 €
1. Honorarios
2. Acción 4: Eventos Orientados Al
19.720,00 €
21.000,00 €
21.000,00 €
61.720,00 €
29.467,38 €
30.000,00 €
30.000,00 €
89.467,38 €
3. Gastos
24.615,38 €
25.000,00 €
25.000,00 €
74.615,38 €
Honorarios
4.852,00 €
5.000,00 €
5.000,00 €
14.852,00 €
178.770,38 €
180.000,00 €
180.000,00 €
538.770,38 €
20.925,00 €
21.500,00 €
21.500,00 €
63.925,00 €
1. Acción 3: Medios Digitales
2. Subact. 3.1. Gastos Web y RRSS
3. Subact. 3.2. Gastos Contenido digital
Consumidor
1. Acción 5: Campaña "G Day" Orientada a
Consumidores
2. Subact. 5.1. Gastos Elementos comunic. y web
3. Subact. 5.2. Gastos Ejecución Publi. y Embajadores
145.853,38 €
146.500,00 €
146.500,00 €
438.853,38 €
Gastos
166.778,38 €
168.000,00 €
168.000,00 €
502.778,38 €
1. Honorarios
2. Acción 6: Trade Marketing
3. Subact. 6.1. Gastos minoristas e-commerce
11.992,00 €
12.000,00 €
12.000,00 €
35.992,00 €
243.587,00 €
265.000,00 €
290.000,00 €
798.587,00 €
78.475,00 €
85.000,00 €
92.000,00 €
255.475,00 €
Subact. 6.2. Gastos minoristas tiendas físicas
144.200,00 €
156.000,00 €
170.000,00 €
470.200,00 €
222.675,00 €
1. Gastos
2. Honorarios
3. Total de las Actuaciones
241.000,00 €
262.000,00 €
725.675,00 €
20.912,00 €
24.000,00 €
28.000,00 €
72.912,00 €
698.674,30 €
700.000,00 €
700.000,00 €
2.098.674,30 €
Gastos
603.275,30 €
608.000,00 €
608.000,00 €
1.819.275,30 €
1. Honorarios
2. Gastos de garantía de ejecución correcta
3. Medida de los resultados de las
95.399,00 €
92.000,00 €
92.000,00 €
279.399,00 €
3.000,00 €
3.000,00 €
3.000,00 €
9.000,00 €
18.779,00 €
18.778,00 €
18.778,00 €
56.335,00 €
actuaciones
Total de los costes directos del programa
720.453,30 €
721.778,00 €
721.778,00 €
2.164.009,30 €
Gastos generales
28.818,12 €
28.871,12 €
28.871,12 €
86.560,36 €
TOTAL DEL PROGRAMA
749.271,42 € 750.649,12 € 750.649,12 € 2.250.569,66 €
* Y inclus les honoraires facturés sur base des travaux réellement exécutés basés sur le nombre d'heures (puisque
ces honoraires vacillent entre un 15,1% et un 15,8% des coûts des actions, supérieurs au maximum de
13%/15%).
69
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANTS
CRDO Calatayud
CRDO Campo de Borja
CRDO Cariñena
CRDO Somontano
CRDO Terra Alta
Total PROPOSANTS
TOTAL
ANNEE I
374.636,00
149.854,00
%
50
20
ANNEE II
375.324,56
150.129,82
%
50
20
ANNEE III
375.324,56
150.129,82
%
50
20
TOTAL
1.125.285,12
450.113,65
%
50
20
17.233,23
32.967,92
144.609,30
20.979,59
8.991,25
224.781,30
749.271,00
2,3
4,4
19,3
2,8
1,2
30
100
17.264,93
33.028,56
144.875,28
21.018,18
9.007,79
225.194,74
750.649,12
2,3
4,4
19,3
2,8
1,2
30
100
17.264,93
33.028,56
144.875,28
21.018,18
9.007,79
225.194,74
750.649,12
2,3
4,4
19,3
2,8
1,2
30
100
51.763,09
99.025,05
434.359,86
63.015,94
27.006,83
675.170,77
2.250.569,54
2,3
4,4
19,3
2,8
1,2
30
100
Remarques :
Voir conclusions
oui/non
Voir conclusions
Oui/non
73/100
2/3
Avis du consultant externe: Avis favorable sous réserve de complément d'information (Email (Ares) 2013 2746203 du 27/07/2013.
CONCLUSIONS:
Le marché américain offre un grand potentiel pour les vins européens de qualité et notamment
pour de par sa production, sa croissance et son prix, en particulier en ce qui concerne les vins
importés.
Néanmoins, les vins européens perdent des parts de marché face aux vins du Nouveau Monde.
La principale variable en Amérique du Nord déterminant la décision d'acheter un vin est
principalement le cépage (la variété de la vigne), suivie des recommandations et de la marque.
Les pays à croissance d'exportations la plus élevée, sont ceux qui ont réussis à ce que les
consommateurs les identifient à des cépages déterminés. Par exemple, l'Australie avec le
Shiraz ou l'Argentine avec le Malbec.
Il y a des variétés typiquement européennes telles que la Garnacha / Grenache, qui sont très
appréciées et connues par les relais d'opinions et le canal nord-américains, mais largement
70
méconnues du grand public avec une part de marché particulièrement faible par rapport à
l'importance de sa production en Europe.
Par conséquent, il semble pertinent de cibler le marché nord-américain en tant que priorité
dans les campagnes de communication sur les vins européens de qualité, et en particulier dans
les régions de la Californie, New York, Floride et Ontario, avec une présence à la fois hors
ligne et en ligne.
1. Identification du programme
Le programme est présenté comme étant un programme d'information.
L'un des objectifs visés est de stimuler la demande des produits concernés ; ce qui
ressemble davantage à un programme de promotion.
A modifier par programme mixte.
2. L'organisme d'exécution:
Selon l'Annexe III.B du Modèle de Contrat, les honoraires de l'organisme d'exécution
peuvent être facturés sur base des travaux réellement exécutés ou sur base d'un montant
forfaitaire.
L'organisme d'exécution sélectionné a opté pour des honoraires facturés sur base des
travaux réellement exécutés, ce qui équivaut pour la 1ère année à:
Action 1 100% des coûts
30 heures
3.923€
Action 2 24,39% des coûts
285 heures
34.000€
Action 3 19% des coûts
232 heures
19.720€
36 heures
4.852€
96 heures
11.992€
176 heures
20.912€
Prière de justifier le nombre d'heures et le niveau d'honoraire indiqués dans le programme
et le cas échéant d'ajuster les montants.
L'action 1 est exclusivement calculée sur base de coûts/horaires de personnel divers,
cependant il n'y a pas de designer prévu: à justifier.
Confirmer que les autres fournisseurs cités tels que "Aragon Exterior" (AREX) et "Wine
Intelligence" seront sous-traités par l'Agence d'Exécution Benson Marketing Group.
3. Objectifs du programme
L'objectif du programme est double:
-
d'une part faire accroître la connaissance du vin de qualité de Grenache au sein du public nordaméricain;
d'autre part, augmenter la part de marché de cette variété à long terme.
Le programme présente une bonne description chiffrée et documentée du marché cible,
cependant les descriptions quantitatives en matière de consommation, de notoriété et du
niveau de ranking sont insuffisamment détaillées.
Sur base des informations disponibles, les objectifs principaux du programme ne sont pas
mesurables. Veuillez préciser:
- le degré de notoriété du vin de grenache en début de programme et le résultat escompté après
les 3 ans de programme
- le niveau de consommation du vin de grenache et son niveau de ranking mondial en début de
programme et le résultat escompté après les 3 ans du programme.
71
4. Actions du programme:
Selon l'article 8, §1.c du Règlement de la Commission 501/2008:
"1.c …être suffisamment développés pour que leur conformité avec la réglementation
applicable et leur rapport coût/efficacité puissent être évalués."
Pour une meilleure lisibilité du programme, certaines annexes uniquement disponibles sur
CD auraient dû être jointes au formulaire de présentation du programme et en particulier
les critères de sélection de l'Agence d'exécution.
Afin de permettre une évaluation optimale du programme, veuillez préciser les
informations manquantes pour les actions suivantes:
Action 2
Préciser le contenu des kit presse
Justifier le nombre d'échantillons envoyés à la presse (50)
Préciser les critères de sélection des médias bénéficiaires du kit, des échantillons, des
newsletters et des dégustations
Préciser les critères de sélection des journalistes et du nombre de journalistes envoyés en
mission et en particulier pour le Canada.
Justifier le besoin d'un accompagnateur pour les journalistes en mission et les frais y
afférent d'autant plus si sa présence se limite à interpréter.
Préciser le type d'interlocuteurs en dehors des producteurs prévus dans le cadre de ces
missions
Préciser les critères de sélection des médias bénéficiaires des nouvelles ainsi que des
journalistes et blogueurs choisis pour l'interview
Préciser le tirage des médias sélectionnés
Pour le dîner presse, indiquer le coût des bouteilles de vin utilisées lors de ces dîners aux
EEUU et au Canada (où il y a un monopole d'Etat).Veuillez noter que le coût de
production doit être utilisé lorsque c'est possible.
Expliquer pourquoi une agence de presse est utilisée 8 mois aux USA et 6 mois au
Canada.
Expliquer la plus-value de la répétition de cette action sur les 3 années de campagne.
Action 3
Confirmer l'utilisation du site web avec extension ".eu"
Préciser le type de concours organisé sur le web et justifier son coût.
Elaborer le contenu et l'objectif des 8 vidéos prévues.
Expliquer le CTR –Click Through Rate- de 2% estimé pour le nombre de visites de la
page Web.
Elaborer les évolutions attendues de cette action en années 2 et 3.
Action 4
Préciser en quoi consistent les journées éducatives (thème, animateurs/orateurs, nombre
de participants…)
Préciser le contenu de la discussion de 45 minutes (orateurs, bénéficiaires, nombre de
participants, thèmes prévus…)
Préciser pourquoi la coordination se limite à 3 détaillants à San Francisco et 3 à New
York et pourquoi l'envoi des courriels d'information s'arrête à la base de données de ces
détaillants et non à l'ensemble des détaillants de chacune des villes concernées?
Préciser le coût des bouteilles utilisées pour les dégustations lors du Wine Riots. Veuillez
noter que le coût de production doit être utilisé lorsque c'est possible.
72
Action 5
Préciser le type de formateur chargé de former les employés des restaurants et détaillants
participant à cette action.
Préciser pourquoi Ontario n'est pas concerné par cette action ainsi que des villes comme
Los Angeles et/ou Orlando.
Préciser les médias locaux visés (type, tirage…).
Confirmer que les coûts liés à la publicité on-line de cette action ne sont pas comptabilisés
deux fois: une fois sous l'action 4 et une autre fois sous l'action 5.
Expliquer pourquoi les coûts des publicités varient en fonction des supports on-line.
Action 6
Préciser le type de médias sélectionnés pour annoncer l'action.
Détailler le budget prévu pour la campagne "ventes par internet des détaillants".
Justifier le nombre d'heures (660h) prévues pour les 4 ambassadeurs.
Quantifier cette action en terme de ventes possibles.
5. Budget du programme
Justifier coûts et horaires (voir point 2).
6. Impact du programme et évaluation des actions
En ce qui concerne l'impact et son analyse celui-ci est confié à un organisme externe
indépendant, à savoir: Wine Intelligence.
Toutefois, sont également concernées par l'évaluation des Agences de Recherche
indépendantes: Vinitrac et une agence de recherche scientifique dont le nom n'est pas cité.
Préciser le rôle de chaque organisme et préciser s'il s'agit de sous-traitants de Wine
Intelligence ou de l'Agence d'Exécution Benson Marketing Group.
En ce qui concerne les enquêtes périodiques à mener auprès d'un échantillon de 2.000
consommateurs aux EEUU et 1.000 consommateurs au Canada, préciser que les personnes
interrogées soient résidentes dans les régions concernées et non sur l'ensemble du
territoire américain et canadien.
Une attention particulière devra être portée en matière d'analyse d'impact du programme
sur la notoriété du vin de Grenache ainsi que sur son positionnement sur les marchés
visés.
En conclusion, le programme contient un ensemble d'actions cohérentes mais pas toujours
suffisamment détaillées. Par ailleurs les honoraires de l'organisme d'exécution basés sur les
travaux réellement exécutés devraient être justifiés et revus à la baisse le cas échéant.
Observation(s)
Suite à la lettre d'observations envoyée par les services de la Commission le 25/07/2013
(Ares(2013) 2750634), le demandeur a fourni des réponses satisfaisantes à tous les points
soulevés (courrier du 28/08/2013 (Ares(2013)2937980)).
Pour cette raison il est proposé d'accepter ce programme pour un cofinancement
communautaire.
Recommandation(s)
- à accepter
- à rejeter
73
IDENTIFICATION OF THE PROGRAMME:
Member State(s):
Finland
Title of programme:
Certified Pork Meat - Sustainable Quality
Finnish Agency for Rural Affairs
PO Box 405
60101 Helsinki
Finnish Meat Information Association (Lihatiedotus)
PL 115 (Pasilankatu 2)
00241 Helsinki
Adsek Oy
Type of measure:
information
Product(s):
Fresh, chilled or frozen meat, produced in accordance with
a Community or a national quality scheme (pork meat)
Targeted Member State(s):
Finland
Duration:
3 years
Total budget:
1.688.000 EUR
EU Co-financing:
844.000 EUR
17/06/2013
The Finnish Meat Information Association (Lihatiedotus) will inform consumers and food
professionals during 3 years on pork produced according to the standards of the Finnish
national quality system. Objectives of the programme are on the one hand the enhancement of
the awareness amongst the targeted public and on the other hand the strengthening of
consumer confidence and interest.
For a total amount of 1.688.000 EUR the informative actions will mainly run through an
advertisement campaign (TV, outdoor advertisements, print media and internet) as well as
more directly towards the professionals through presence at professional exhibitions, a promo
stand and the distribution of brochures.
74
ELIGIBILITY CRITERIA :
yes
yes
yes
organisation(s)
yes
yes
yes
yes
yes
yes
no
yes
yes
implementing body
yes
Objective(s) :
Pork meat consumption has regularly increased on the Finnish market these last 20 years,
mostly for prepared dishes and various types of sausages. However, pork still has a negative
image in comparison to other meats; therefore a national quality scheme has been launched
and is due for approval (summer 2013), in order to combat this negative image. Consumers
consider pork meat as unhealthy, difficult to prepare. They want more information and
traceability. The image of the product has to be reevaluated, following EU standards and
promoting less intensive breeding conditions more in line with animal welfare requirements.
The proposed programme aims at these different, complementary goals. Its quantitative
objectives are:
1. 75% of target group is aware of new national quality system by name.
2. Target group knows main content of quality system and recognises relevant attributes.
3. Strengthen and increase consumer trust and interest in the national quality system for pork.
75
Strategy :
Three year communication program during which the objectives are to be reached through
effective, multi-channel and well-targeted actions.
By applying the SMART principle the proposing organisation counts on the highest possible
effect of the campaign in achieving the set objectives.
Target group(s) :
- Consumers, responsible for family purchases.
- Food professionals and managers in institutional kitchens, restaurants and catering trade
(public sector + private entities).
Themes :
1. National Quality System
2. Product Safety
3. Well-being of animal stack and animal health
4. Quality criteria for horeca sector, compliance with national quality system
Aspects covered:
sustainable quality
national quality system
safety of food
The title of the Finnish national quality system is "Certified Meat QUALITY
GUARANTEE". The system makes it possible to consume safe, controlled and traceable
pork.
The key messages of the programme will be:
1. Mark of safe meat (product safety).
2. Animal health among best in the world (animal welfare)
3. Beyond legislative requirements.
4. Based upon self-supervision of the meat chain.
Messages will be conveyed to the target groups through:
- television advertisements:
6-8 weeks; 56x30s ad + 125x5s adds in YR1; 30x30s ad +
180x5s adds in YR2; 20x30s ad + 220x5s adds in YR3;
- media notices:
year round; 17 major daily newspapers (8 in YR2 & YR3);
3 retail magazines (all years)
- outdoor advertisments:
city streets (eg Abribus, sides of busses); 1119 banners in
37 towns
- online advertisements:
advertisement displays on leading news sites (aim: 3.6mio
ad impressions/YR1; 2mio ad impressions/YR2&YR3);
keyword advertisements (aim: 40.000 keyword
directions/all years)
- information through website:
duration of programme
- information through brochures: duration of programme (mainly for events)
- information through events:
Gastro Trade Fair, special industry functions & events,
seminars & lectures, permanent presentation area
(premises of suitable corporate partner)
76
Television advertising
Press advertising
Outdoor advertising
Online advertising
Trade fairs (probably
in 2014 and 2016)
Special industry
functions & events
Seminars & lectures
Permanent
presentation area
Brochure
YR 1
x
x
x
x
x
YR 2
x
x
YR 3
x
x
x
x
x
?
?
?
?
?
?
x
x
x
x
x
x
Anticipated impact:
Consumer assessment
After the three-year programme, 35% of consumers responsible for day-to-day shopping from
the target group will know the name of the national quality system for pork. Assisted
recognition of the term ‘quality guarantee’ among the target group is 75%
TARGET
Spontaneous recognition: What is
the name of the national quality
system for pork?
Assisted recognition:
QUALITY GUARANTEE
Image attributes
After 3 months
20%
After 12 months
25%
After 24 months
30%
After 36 months
35%
60%
65%
70%
75%
Targets to be defined on the basis of the baseline study
Additionally, certain words should be emphasised in the contents of answers, such as product
safety, animal health and wellbeing. The image attributes sought are reliability and
transparency, as a minimum. The final image attributes will be chosen on the basis of the
baseline study results. This will also create a starting point for image attribute targets
throughout the programme. The objective is to raise the preferences for selected image
attributes as the foundation for the term QUALITY GUARANTEE. Image attributes should
be based on the key messages presented and confirmed by the messages to be conveyed.
Press monitoring
The objective of press monitoring is to achieve 100 hits during the first 3-month period for the
term QUALITY GUARANTEE. The target for the first programme year is a minimum of 300
hits. The target for the whole programme period is 500 hits.
HoReCa sector
At the end of year three, a survey will be conducted among the HoReCa sector on the
adoption of the quality criteria in inviting tenders. The objective is for more than 30% of the
survey participants to have adopted the quality criteria when acquiring pork, and for 75% of
the participants to be aware that they can implement the quality criteria, if they so require.
Appreciation methods of the impact:
- Baseline study + intermediate measurement of overall efficacy of programme (3, 12, 24 and
36 months)
- Survey through online panel after initial baseline study (after first 3 months, then every 6
months)
- Aspects covered: content national quality scheme, image attributes, recognition, reliability,
transparency, willingness to buy, preferences
77
- Television + press advertising: efficacy measured on basis of target group contacts, price
and accessibility; realisation of OTS and TRP (target rating point)
- Effectiveness website: amount of visitors, advertisement displays and hits
- Press: volume of articles
- HoReCa: survey at end of programme (review of implementation of quality criteria in
acquisition of pork)
ASSESMENT BY THE MEMBER STATE(S) :
30/30
35/40
European dimension:
Cost/efficiency:
8/10
17/20
78
BUDGET BY ACTION :
5.7.1.1
5.7.1.2
5.7.1.2.1
5.7.1.2.2
5.7.1.2.3
5.7.1.2.4
5.7.1.2.5
5.7.1.3
5.7.4
5.7.5
5.7.5.1
5.7.6
6.1
€
Campaign planning
-basic planning
-name, slogan, crystallisation
-graphic design
-planning
-production
Press advertising
-planning, implementation and production
Outdoor advertising
Website
Advertising
-basic planning
Total
Advertising
Media agency
-media plan
-scheduling
-media purchase
Press advertising
Outdoor advertising
Online advertising
Total
HoReCa
Planning
Trade fairs
-presentation area rental, area planning and
implementation
Permanent presentation area
-planning, implementation and area rental
Brochure
-design, implementation and production
Total
Communications
-background work
-communications plan
-communications activities
-monitoring
Total
Expert consultation
-material expertise
-marketing communications expertise
Total
Travel and accommodation
-travel
-accommodation
Total
General costs
Measurability and monitoring of the effectiveness of
programme activities
Total
79
Year 1
Year 2
Year 3
Total
11.500
6.000
4.000
10.000
10.000
31.500
6.000
4.000
6.000
37.000
3.500
6.000
37.000
4.000
4.000
9.000
11.500
9.000
8.500
8.000
8.000
24.500
5.000
90.500
4.000
26.000
4.000
26.000
13.000
142.500
1.000
4.000
5.000
255.000
132.000
60.000
45.000
502.000
1.420
3.000
3.000
255.000
82.000
1.420
3.000
3.000
255.000
82.000
30.000
374.420
30.000
374.420
3.840
10.000
11.000
765.000
296.000
60.000
105.000
1.250.840
5.000
2.000
2.000
9.000
5.000
9.000
9.000
23.000
12.000
7.000
7.000
26.000
8.000
30.000
8.000
26.000
8.000
26.000
24.000
82.000
6.500
4.000
10.000
2.000
22.500
2.500
3.000
10.000
2.080
17.580
2.500
3.000
10.000
2.080
17.580
11.500
10.000
30.000
6.160
57.660
16.400
16.400
32.800
10.000
10.000
20.000
10.000
10.000
20.000
36.400
36.400
72.800
4.500
500
5.000
13.200
20.000
4.500
500
5.000
7.000
10.000
4.500
500
5.000
7.000
10.000
13.500
1.500
15.000
27.200
40.000
716.000
486.000
486.000
1.688.000
CO-FINANCING PLAN IN EURO :
CO-FINANCING
EU
MEMBER STATE
PROPOSING
ORGANISATION
TOTAL
YEAR I
358.000
143.200
214.800
%
50
20
30
YEAR II
243.000
97.200
145.800
%
50
20
30
YEAR III
243.000
97.200
145.800
%
50
20
30
TOTAL
844.000
337.600
506.400
%
50
20
30
716.000
100
486.000
100
486.000
100
1.688.000
100
RESULTAT OF THE ELIGIBILITY AND QUALITY EXAMINATION
Remarks :
Programme eligible :
yes
First observations to be communicated to MS :
Proposing organisation and implementing body:
The Member State is asked to confirm whether the proposing organisation is a public or
private body, in the sense of Article 1(9) of Directive 2004/18/EC (c.f. Article 13(2) of
Regulation 501/2008).
1. Page 21 of proposal: calculation on basis of unit prices as mentioned on page 20 (3.000
EUR/30s spot; 900 EUR/5s spot) results in other total amount as mentioned in table
(280.500EUR instead of 250.000EUR); please explain and, if necessary, correct accordingly
and adjust budget table and financing plan
2. Page 23 of proposal: provide a more detailed schedule of the periods outdoor advertising is
planned
3. Page 23 of proposal: action 5.7.1.2.5. Online advertising: production cost of advertisement
displays is nowhere mentioned; please indicate what budget is foreseen and who will create
them?
4. Page 24 of proposal: Gastro Trade Fair: it is indicated that the fair is organised every two
year, therefore please explain why costs are foreseen for this action during all three years of
the programme; also indicate in what year the programme will attend the fair
5. Page 24 of proposal: it is mentioned that cooperation with external private and public
partners will be investigated; please indicate how Art 1§2 of Reg 3/2008 according to which
"measures shall not be brand oriented" will be respected
6. Page 24 of proposal: in order to allow us to assess the opportunity for participation in these
events, more details are required in relation to the "specialist industry functions and events"
and the "seminars and lectures" where the national quality system for pork will be introduced
(what, where, when, frequency, targeted public, history…)
7. Page 30 of proposal: several data in table 10 is incorrect on the basis of given unit prices
and foreseen number of hours (eg "background work" during 46 hours at 140 EUR/h should
be 6.440EUR instead of 6.500EUR); check and adjust table 10, and adjust budget table and
financing plan accordingly
8. Page 35 of proposal: provide a budget table which corresponds with the standard table as
explained in the guidelines on
http://ec.europa.eu/agriculture/promotion/procedure/index_en.htm (see Application Form)
General remarks:
- Provide an overall total amount for the media airing and purchasing
- Justify the mark of 8/10 for the EU dimension of this programme
- Send a copy of the approval of the national quality scheme
80
OPINION OF THE COMMISSION SERVICE :
good/average/poor
good/average/poor
Impact forecast and assessment' methods:
yes
90/100
good/average/poor
1/1
not applicable
CONCLUSIONS:
Observation(s)
Following the request for additional information (30/07/2013 – Ares 2797746) FI sent us on
30/08/2013 a letter (Ares 2949639) with the requested information.
After evaluating the letter from 30/08/2013, a number of issues remained unclear. Therefore
an additional request to clarify the answers to the initial questions 1, 3, 7 and 8 was sent to the
Finnish authorities on 11/09/2013 (Ares 3037525).
On 12/09/2013 the Finnish authorities sent the reply from the PO (Ares 3038369).
A note to the file (Ares 3045804) was added to the fiche.
Recommandation(s)
- To be accepted
- to be accepted provided the proposing organisation gives a satisfactory reply to the above
observations
- to be rejected
81
Etat(s) membre(s):
France
Titre du programme:
Programme de promotion du logo communautaire AOP et
des produits qui en bénéficient
FranceAgriMer
CNIEL (coordinateur) et 11 autres ODG des produits AOP
laitières en FR
VAUDOO PUBLICS : agence de communication chargée
de la gestion de la campagne
MEDIABRANDS INITIATIVE, agence chargée de l'achat
d'espace
TNS société chargée de la mesure des résultats
Type de mesure:
Produit(s):
AOP/IGP
France
Durée:
3 ans
Budget total:
6.121.505 €
3.060.753 €
The aim of this programme is the promotion of the EU PDO (Protected Denomination of
Origin) logo and especially of the French cheeses bearing this logo. The main actions involve
television spots, electronic communication (Internet), campaign in specialised press and
production of information material. The main target group are consumers between 25 and 49
years of age living in cities. The objective is to increase the awareness of the PDO logo
among members of the target group by 40% after the three years of the programme and to
stop the current loss of market share of PDO cheeses, with the ultimate ambition to obtain a
1% increase of the market share of PDO cheeses after three years.
82
oui/non
oui/non
(pas de co-financement de l'EM)
oui/non/NA
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
Confirmation de l’efficacitétechnique et financière
oui/non
oui/non
Objectif(s) :
1. Atteindre un taux de reconnaissance assistée du logo AOP de 40% minimum sur le public
cible du programme au terme des 3 ans de campagne.
2. Stabiliser à 0% au terme des trois ans de programme (évolution 2015-2016), la perte de
part de marché en volumes des fromages AOP commercialisés en France par rapport aux
fromages non AOP.
Stratégie :
L’harmonisation des signes officiels de qualités mise en place au niveau européen par le
règlement 2081/1992 a conduit à la reconnaissance des AOC françaises en AOP. Pour les
consommateurs français, ce règlement a entrainé un changement du logo identifiant les
produits d’appellations d’origine.
83
Un second changement sur le logo AOP communautaire est intervenu en 2009 pour mieux le
distinguer du logo IGP: le logo AOP communautaire a alors évolué vers le rouge et or (au lieu
du bleu et or). L’instauration de ce nouveau logo pour le consommateur a nécessité un effort
de communication de la part des opérateurs, des filières des états membres et de l’Europe.
Mais malgré des efforts conséquents et notamment deux campagnes européennes sur les
produits laitiers AOP (2004-2006 et 2007-2010), le logo communautaire reste à ce jour à un
niveau de notoriété très faible. Ce niveau est insuffisant pour en faire un critère de choix dans
l’acte d’achat d’un produit par le consommateur1. Un « état zéro » réalisé en décembre 2012
indépendamment des post-test indique 19% en reconnaissance assistée auprès de la
population française âgée de 15 ans et plus, soit bien en deçà de la notoriété de l’ancien logo
AOC (58 % en reconnaissance assistée sur les 25-49 ans), et également en deçà de labels
privés (label « fair trade » 29% en France sur les 15 ans et plus) ou du logo Agriculture
biologique (38% en France sur les 15 ans et plus).
Par conséquent, le niveau actuel de reconnaissance du logo communautaire AOP ne permet
pas d’en faire un critère de choix pour le consommateur. Aussi, son consentement à payer un
produit plus cher pour un signe de qualité qu’il ne connait pas n’est donc pas activé. Il en
résulte au final une perte de part de marché pour les fromages laitiers AOP par rapport aux
fromages non AOP.
Deux constats forts motivent un programme d’information et de promotion en faveur des
fromages, beurres et crèmes AOP :
1. Une forte méconnaissance du logo communautaire AOP et de sa signification par le
consommateur.
2. Une érosion continue des parts de marché des fromages AOP par rapport au marché
global des fromages (non AOP).
Ce contexte général a incité la présentation de ce présent programme. Celui-ci ne vise pas la
promotion d’une marque en particulier ou la consommation de produits sur la base de leur
origine spécifique (une AOP est par définition une garantie d’origine mais le programme vise
bien la promotion des AOP laitières en général, quel que soit leur origine spécifique. Il s’agit
d’un programme de promotion collective centré sur le concept d’Appellation d’Origine
Protégée, les produits laitiers qui y sont rattachés, et les valeurs dont ce signe de qualité est
porteur pour le consommateur. Ce programme prévoit une communication directe auprès des
consommateurs de la cible via le mass média TV et un important relai web. Des mesures
complémentaires (site web, livret de présentation des AOP laitières françaises et européennes,
carte de France et d’Europe des AOP laitières) permettent d’apporter des informations plus
détaillées. Enfin, une information sur le programme et ses différentes actions est prévue
auprès des professionnels afin de les inciter à la mise en avant du logo AOP et des produits
qui en sont porteurs.
En termes de conception, la stratégie proposée reprend les codes de communication des
marques, codes particulièrement pertinents pour faire de l’AOP un repère partagé entre
professionnels et consommateurs sur les valeurs clés.
Le parti pris créatif de la campagne met en avant les produits de manière à rendre le discours
plus explicite, moins institutionnel et d’avantage porté sur une entrée consommateur en
donnant envie de consommer les produits.
La stratégie de moyen est répartie entre des actions de promotion avec une concentration forte
sur les mass média TV et internet, et des actions d’informations destinées à développer les
messages portés à la cible ou à informer les professionnels pour mieux les impliquer dans la
prescription/mise en avant des AOP
Cibles :
Consommateurs actifs âgés de 25 à 49 ans et vivant dans les agglomérations de plus de
100.000 habitants (une population de 4.050.000 personnes).
84
Thèmes :
Qualité, image des produits communautaires, système communautaire AOP.
Aspects couverts:
qualité
aspects sanitaires
étiquetage
- Une garantie d’origine et de savoir –faire.
- Une diversité de goûts et terroirs qui permettent partager des aventures sensorielles
uniques.
- Une participation au développement durable des territoires.
Le message central, proposé comme signature commune à toute la campagne est le suivant: «
AOP, la plus belle marque d’authenticité ». Le mot « marque » entre dans le champ
d’expression, à la fois dans son sens « utilitaire », et dans son sens « marqueur » ou « repère
». « L’authenticité » : c’est le cœur de promesse de l’AOP. C’est le mot qui résume le plus
complètement les thèmes à traiter. L’explicitation du logo par l’acronyme AOP inscrit en
toute lettre permet de travailler la mémorisation du sigle, de lui attribuer un nom, afin qu’il
soit plus parlant pour le consommateur. Un logo, trois lettres, le tout marqueur de
l’authenticité : la signature reprend en condensé le message à véhiculer par le programme,
pour in fine augmenter la notoriété du logo et en faire un repère dans l’acte d’achat.
En plus de cette signature transversale à toute la campagne, des prises de paroles plus
complètes auront lieu selon les différents supports de communication.
Action 1 : CAMPAGNE TV
Année 1 (Octobre-Décembre 2014) – Film générique de 30 secondes présentant l'ensemble
des AOP laitières qui insiste sur les valeurs attachées aux AOP. Il est estimé que ce film
touchera environ 32,5 mio de spectateurs pendant l'année 1.
Année 2 et 3 (janvier/novembre 2015 et janvier/novembre 2016)– Films personnalisés de 15
secondes : Conception et réalisation de 8 films courts, déclinaison du spot générique initial,
permettant un nombre de diffusion plus important, donc une meilleure répétition et au final
une meilleure mémorisation. Cible estimée à 112 mio de spectateurs pendant les 2 années.
Chaines: TF1, M6, FTV, TNT, Csat, NRJ
85
Budget estimatif de l'action 1:
Action 2 : CAMPAGNE INTERNET
 Réalisation de mini films de 10 secondes - zoom sur certains produits issus du film TV.
 Conception et réalisation de deux types de bannières dites « skin » (Flash avec
interactivité et capture de données). Ces bannières se développent et habillent l’ensemble
de l’écran lorsque l’internaute arrive sur la page. Elles attirent l’attention du
consommateur et l’invitent à visionner la suite de l’animation: message d’information ou
film court.
 Déploiement du plan media sur une sélection de sites internet en affinités avec la cible
(sites dédiés à la culture, aux loisirs mais aussi à la cuisine et aux gastronomes)
Diffusion en 50% en catch-up sur les sites TV et 50% en In-stream sur des sites en affinité
avec la cible : TF1, Canal+ et France Télévision , Réseau Hi-média, Marmiton, 750gr,
aufeminin.
Budget de l'action 2:
86
Action 3 : MATERIEL D’INFORMATION
 Création et impression d’un livret et de carte des AOP laitières de France et d’Europe.
Réalisation basée sur les contenus actuels enrichis par le concept de la nouvelle campagne
(image et messages).
 Capitalisation sur le nom et les contenus du site institutionnel existant: www.fromagesaop.com. Révision du site actuel par rapport aux exigences de la commission européenne.
Actualisation aux couleurs de la nouvelle campagne enrichie par les AOP laitières
européennes, adaptation des textes à la tonalité de la campagne européenne et intégration
du logo Européen. Rechercher et mettre en ligne de nouvelles recettes et encourager de
nouveaux producteurs et détaillants fromagers à s’inscrire en ligne.
Budget de l'action 3:
Action 4 : RELATIONS PRESSE PROFESSIONNELLE
Intervention ciblée auprès de la presse professionnelle (publications spécialisées les plus
significatives) pour donner de l’écho au programme de promotion et renforcer la participation
des transformateurs et distributeurs à la mise en avant des produits AOP, en particulier les
AOP laitières. Communiquer lors des périodes phares, telles que Pâques et l’après rentrée.
 Envoi et suivi de dossiers et communiqués de presse présentant la campagne de
communication et le matériel d’information existant afin que les opérateurs puissent
mettre en place des campagnes promotionnelles.
 Réalisation d’une annonce presse présentant les messages et outils relatifs à la campagne.
Exemples de la presse qui sera ciblée: "Le courrier des fromagers, Profession fromager, Point
de Vente, maxi cuisine, Cuisine Actuelle, Elle à table, Cuisine et vins de France, etc
Budget estimatif de l'action 4:
Action 5 : COMMUNICATION IN STORE
Intervention ciblée auprès des crémiers-fromages, prescripteurs indispensables des AOP de
par leur contact privilégié auprès des consommateurs. En effet, si ce circuit de distribution ne
représente que 5,3% des ventes totales de produits laitiers AOP, pour 72% des fromagers, les
AOP représentent plus de 50% du chiffre d’affaire réalisé sur la vente de fromages.
L'objectif est d'impliquer les détaillants dans la propagation de la campagne et sensibiliser la
cible via les détaillants fromagers.
Moyen: Réalisation et distribution d’un macaron représentant le logo AOP à tous les
détaillants et commerçant vendant des AOP laitières et diffusion auprès de la majorité des
détaillants qui sont près de 3 200 détaillants fromagers en France.
87
L'impact prévu du programme est comme suit:
 Une notoriété assistée du logo portée à 40% sur la cible au terme de la 3ème année.
 Enrayer la baisse de part de marché des fromages AOP commercialisés en France par
rapport aux fromages non AOP avec pour objectif une augmentation de +1% des parts de
marché AOP entre 2014 et 2016.
Pour mesurer l’impact de ce programme sur l’objectif de notoriété du logo (taux de
reconnaissance assistée du logo AOP de 40% minimum sur le public cible par le programme
au terme des 3 ans de campagne) un état zéro a été réalisé en décembre 2012. Il sera à
nouveau réalisé en décembre 2013 par la société sélectionnée dans le cadre de ce programme
afin de se baser sur la même méthodologie (échantillon national représentatif de 1000
personnes de 15 ans et plus et d’un sur-échantillon de 200 individus âgés de 25 à 49 ans,
CSP+ correspondant à la cible média, enquête Online). Si le programme est retenu, cette
mesure de notoriété sera reconduite chaque année, durant les trois ans du programme, pour
mesurer l’évolution de la notoriété du logo AOP hors plan média. Cette évaluation aura lieu
autant que possible à la même période que celle de 2012 (décembre). Elle pourra toutefois
être légèrement décalée de manière à ne pas avoir lieu pendant une action en cours et éviter
ainsi un biais méthodologique. Au final, nous disposerons de 5 points de mesures
indépendantes des différents post-tests sur la notoriété du logo : 2012, 2013, 2014, 2015,
2016.
17,4/30
33,2/40
Coût/efficacité :
7/10
17/20
88
€
89
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
1.020.251
1.020.251
2.040.502
%
50
100
ANNEE II
1.020.251
1.020.251
2.040.502
%
50
100
ANNEE III
1.020.251
1.020.251
2.040.502
%
50
100
TOTAL
3.060.753
3.060.753
6.121.506
Remarques :
Il s'agit d'un programme avec une bonne stratégie, un message communautaire clair et bien
défini, et avec des actions qui parlent à la cible (les consommateurs de 25-49 ans).
Le programme utilise l'audiovisuel comme véhicule de messages ainsi que les canaux qui
peuvent assurer une dissémination large du message (télé, internet, presse spécialisée etc).
Remarques
1. Représentativité de l'organisme proposant
• P.6: «le CNAOL intervient uniquement en terme de coordination du programme et ne
participe pas financièrement». Quel investissement en termes de personnel et de temps
de travail représente l’intervention du CNAOL?
2. Procédure de mise en concurrence et critères de sélection des contractants
• Il y a lieu de préciser si CNIEL est un organisme de droit public ou pas; dans ce cas
confirmer qu’il y a eu mise en concurrence d’organismes d’exécution par un processus
transparent et en particulier confirmation du respect des règles spécifiques concernant
les organismes publics.
• Organisme d’évaluation: p.11: «Ration coût/qualité des prestations semble légèrement
élevé par rapport aux prestations habituelles». Il y a lieu de détailler: quelles
prestations sont plus chères, de combien, par rapport à quelle référence, et justifier le
choix.
3. Remarques générales sur le programme:
• Dans le titre du programme, la phrase 'logo communautaire AOP' devrait être
remplacée par 'logo AOP de l'UE'.
• De manière générale cette campagne se repose sur des valeurs d’authenticité mais ne
propose pas de message ou de visuel innovant. Quelles sont les garanties pour que la
qualité des supports choisis atteigne les objectifs du programme?
• Dans les visuels qui accompagnent la description du programme (screenshots vidéo,
affiche etc) il y a une interprétation du logo AOP qui n'est pas en conformité avec la
règlementation en vigueur. Il est rappelé que le logo AOP doit être présenté de
manière autonome et indépendante et il ne peut pas s'intégrer dans d'autres logos ou
identités visuelles.
4. Objectifs
• Selon le Règl. 501/2008, l'objectif des programmes de promotion des symboles
AOP/IGP/STG est d'accroitre la notoriété de ces symboles, mettre en avant les
avantages de ces produits et du système de qualité, traçabilité et contrôle qui les
accompagne, et de faire le lien clair entre produit et territoire. Dans ce contexte,
l'objectif du programme ne peut pas être la comparaison des produits laitiers qui
bénéficient d'une appellation AOP avec ceux qui ne bénéficient pas, ni la croissance
de la part du marché des produits laitiers AOP en détriment de la part de ceux qui ne
bénéficient pas d'une AOP. Il y a donc lieu de reformuler cet objectif.
5. Mesure d'impact
• L'"état zéro" sur base d'une étude montre une connaissance du logo de 19% de la
population française de plus de 15 ans. Etant donné que le groupe cible de ce
programme n'est qu'une fraction de cette population, cet état zéro ne peut pas être
90
%
50
20
30
100
utilisé comme base pour comparaison avec les résultats de la campagne. Le proposant
doit présenter un état zéro qui correspond au taux de reconnaissance du logo par le
groupe cible de la campagne. L'étude de 2012 qui montre un taux de reconnaissance
de 31% n'est pas une base fiable pour comparaison?
6. Description des actions
Action 1
• P.29: « toucher une moyenne de 157 millions de contacts»: sur quelle période?
• Budget estimatif p32: détailler le traitement horaire et le nombre d’heures de travail
prévu pour chaque catégorie de personnel.
Action 2
• Nous conseillons l'utilisation de l'extension web .eu pour le site internet du
programme. Pour plus d'information: http://www.ambitionhasanaddress.eu/fr
Action 3
• Il y a lieu de préciser quelle efficacité aura une brochure de 28 pages pour
communiquer avec la cible.
• P.50-51: Préciser les distributeurs contactés et les écoles visées. Préciser la portée
géographique de l’action.
Action 4
• P.57: «Presse spécialisée gastronomie (Maxi cuisine, Cuisine actuelle, etc..)»: il ne
s’agit pas de presse professionnelle. Cette presse est destinée au grand public.
Modifier en conséquence l’intitulé de l’action.
7. Budget des actions
Il y a lieu de donner des détails par rapport aux postes budgétaires suivants:
Action 2 (internet), poste 4 "frais techniques";
Détailler le coût pour l'achat d'espace dans les actions 1 (campagne TV), 2 (internet) et 4
(presse).
oui/non
Premières observations à communiquer à l’EM : voir ci-dessus
83/100
Avis du consultant externe:
Oui/non
1/4
Favorable
91
CONCLUSIONS:
Observation(s)
Par lettre du 23/7/2013 (Ares 2740248), la Commission a transmis à la Représentation
Permanente française les observations ci-dessus.
Par courrier du 22/08/2013 (ARES 2918632), nous avons obtenu la réponse aux observations
de la Commission.
Après analyse des réponses fournies par l'autorité compétente française, il résulte que dans le
budget de l'action 1 un montant de 32.551 € est prévu pour les honoraires du réalisateur d'un
film. Le détail fournis montre que le montant horaire payé à cette personne est de 814€.
La commission, considérant que ce taux horaire est excessif, a contacté les autorités françaises
pour demander une diminution de ce montant.
Par email du 13/9/2013 (ARES 3045975) les autorités françaises ont répondu favorablement à
la demande de la Commission et ont soumis un nouveau budget pour le programme de
promotion. Le nouveau montant prévu pour la rémunération horaire du réalisateur est de 284
€. Le budget total est modifié comme présenté ci-après. Le montant total du programme
accepté est de 6.100.307 € et le montant à cofinancé par la Commission est de 3.050.153,5€
La réponse des autorités françaises est considérée satisfaisante et le programme peut être
accepté pour un cofinancement communautaire.
Recommandation(s)
- à accepter
- à rejeter
92
Etat(s) membre(s):
FR
Titre du programme:
Programme d’information et de promotion en faveur des
viandes et charcuteries Label Rouge
FranceAgrimer
FIL Rouge (Sylaporc sera associé au projet)
Venise + autre société en cours de sélection pour
l’évaluation générale de la campagne.
Type de mesure:
Produit(s):
Viandes fraîches et produits à base de viande, produits
conformément à un régime de qualité communautaire ou
national.
France
Durée:
3 ans
Budget total:
4.807.692 €
2.403.846 €
14/6/2013
This programme, presented by the French inter-professional organisation FIL Rouge, aims to
promote the fresh and processed meat carrying the national quality logo "Label Rouge". The
programme is constructed around two main actions: A radio campaign with 5 radio spots to
be aired during 2 periods of each of the 3 years of the programme aiming to reach consumers
and more concretely women between 35 and 59 years old. At the same time a second action
will try to raise awareness among producers and distributors (via mailing and production of
promotional material) in order to prepare them for the increased demand of the products
caused by the radio advertising. Visuals and promotional material will be placed in
supermarkets and other sale outlets carrying the product. The objective of the campaign is to
raise the sales of the products concerned by 10% after 3 years and raise the awareness of the
consumer as a superior quality product.
93
oui/non
oui/non
(pas de cofinancement de l'EM)
oui/non/NA
l’/les(s) organisation(s) proposante(s)
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
Confirmation de l’efficacitétechnique et financière
oui/non
oui/non
Objectif(s) :
Les viandes et charcuteries Label Rouge représentent une production de qualité respectueuse
des territoires où elles sont produites et permettant de les faire vivre et de les dynamiser. Il est
essentiel de les conforter et de les développer. Il existe une attente des consommateurs pour
ces produits. Cette attente doit être activée par une campagne d’information des
caractéristiques spécifiques de l’apport du Label Rouge pour les viandes et charcuterie, afin
que les consommateurs en connaissent mieux l’intérêt et la valeur. De cet enjeu découlent
deux objectifs :
• Développer les ventes des viandes et charcuteries Label Rouge
•
Faire émerger les viandes et charcuteries Label Rouge, dans leur dimension de qualité
supérieure, dans l’esprit des consommateurs.
94
Stratégie :
La stratégie du programme est la suivante :
• Utiliser la communication radio pour informer les consommateurs sur la dimension
qualité supérieure des viandes et charcuteries Label Rouge,
•
Relayer cette communication en points de vente • Eduquer en développant un discours
pédagogique mais qui doit rester percutant et attractif pour les consommateurs.
•
Développer l’intérêt et l’expertise spécifique des distributeurs.
Le programme s’appuiera sur les axes stratégiques suivants:
1. Réaffirmer la qualité gustative supérieure des viandes et charcuteries Label Rouge.
D’après une étude Opinion Way menée fin 2009, les produits Label Rouge véhiculent une
image positive principalement axée sur les dimensions de garantie, de contrôle et de
qualité, ce qui place les valeurs gustatives au second plan. La qualité gustative supérieure
étant l’essence même du Label Rouge, il convient de valoriser cette particularité, d’autant
que le plaisir reste une attente forte de la majorité des consommateurs, et plus encore dans
le domaine des viandes et charcuteries, eu égard au prix de la viande. Dans un contexte de
crise, alors que le consommateur est très attentif à son budget (Sondage Opinion Way
mars 2013 : pour 78% des Français, le prix est le premier critère de choix des produits
alimentaires), l’actuelle montée des prix d’achat pénalise nettement la viande : le
consommateur réagit à la hausse des prix de la viande par une diminution proportionnelle
de ses achats (Etude IFOP, avril 2012). Il convient donc de réattribuer aux viandes et
charcuteries Label Rouge des valeurs fortes, basées sur le goût et le plaisir. Et une garantie
de goût est sécurisante par rapport au prix de la viande.
2. Ancrer les produits dans leur histoire. Les viandes et charcuteries Label Rouge sont les
résultantes d’un travail passionné, accompli par des professionnels qui maîtrisent un
authentique savoir-faire et travaillent dans le respect de l’animal (alimentation, conditions
d’élevage, etc.), de sa transformation, et s’engagent à chaque étape pour produire des
viandes et charcuteries de qualité. Le message devra s’attacher à mettre en avant cet
engagement humain des professionnels, et bien rappeler quelles sont les spécificités du
signe de qualité « Label Rouge » (cahier des charges strict, transparence, traçabilité des
produits).
Cibles :
Les cibles prioritaires sont :
1. Les femmes 35/59 ans, soit 10.600.000 individus, qui présentent une véritable opportunité
en termes d’affinité avec le message de valorisation des viandes et charcuteries Label
Rouge, et en termes de développement des ventes. En effet, les plus de 50 ans sont des
consommateurs habituels des produits Label Rouge. Quant aux 35/59 ans, ils déclarent à
51% consommer régulièrement des produits Label Rouge, et 39% en consommer rarement
(Etude Opinion Way, fin 2009) Sensibles à la qualité des produits qu’ils achètent pour les
cuisiner, ces consommateurs forment une cible attachée aux valeurs véhiculées par les
produits Label Rouge: il convient donc de valoriser le segment des viandes et charcuteries
Label Rouge auprès d’eux, pour augmenter la fréquence d’achat et la pénétration des
viandes et charcuteries sur cette cible.
2. Les acteurs de l’ensemble des filières :
a. Les filières amont, du côté de la production, et plus particulièrement les Organismes
de Défense et Garantie qui s’emploieront à valoriser cette campagne auprès de leurs
clients distributeurs.
b. Les filières aval, en particulier les surfaces de vente et les commerçants traditionnels
(artisans bouchers).
95
Thèmes :
Les thèmes traités sont les bénéfices apportés aux consommateurs par le Label Rouge
appliqué aux viandes bovine, ovine, porcine et aux charcuteries. Il s’agit de bénéfices
rationnels et émotionnels :
1. Les bénéfices rationnels :
 La garantie de qualité supérieure.
 La garantie d’un jugement porté par les consommateurs eux-mêmes.
 La garantie d’un cahier des charges de production agréé par l’Etat membre, d’une
traçabilité et de contrôles.
2. • Les bénéfices émotionnels:
 Valoriser le savoir-faire des hommes, alliant respect des terroirs, des animaux et du
produit fini.
 La possibilité de se valoriser par rapport à ses amis et à ses proches.
 L’appartenance à un groupe qui apprécie la qualité.
Aspects couverts:
qualité
aspects sanitaires
étiquetage

Le signe officiel de qualité Label Rouge, appliqué aux viandes et charcuteries, garantit
aux consommateurs une qualité supérieure aux normes commerciales habituelles.
 Le signe officiel de qualité Label Rouge est transparent et assure une parfaite
traçabilité des produits. Il permet d’identifier des viandes et charcuteries produites par
des éleveurs passionnés, engagés dans un cahier des charges strict, et garantit aux
consommateurs des produits de qualité.
Le programme prévoit deux actions:
ACTION 1. Une campagne radio.
La campagne radio vise les femmes entre 35/49 ans et les professionnels de la filière amont et
aval; Elle sera composé de 5 spots radiophoniques différents (bœuf, veau, agneau, proc,
charcuterie) qui seront diffusés pendant deux vagues d'étape de chaque année du programme,
à priori aux périodes suivantes :
 La première entre Pâques et Pentecôte,
 La seconde entre octobre et fin novembre.
Chaque vague publicitaire durera en moyenne 2 semaines. Les spots seront diffusés sur les
principales radios françaises (entre autres France inter, RTL, Europe 1, NRJ, Nostalgie etc).
96
Les messages à diffuser seront:
 la qualité gustative supérieure prouvée des produits,
 les systèmes de production dont ils sont issus,
 le signe officiel Label Rouge aux produits Viandes et Charcuteries.
Budget de l'action: EUR 3.258.260 comme suit:
ACTION 2. Une déclinaison de la campagne radio avec mise en place de signalétique et
affichage.
Cette action prévoit la production et distribution du matériel promotionnel (affiches, stickers,
dépliants, stop-rayons dans de 'kits'). Ces kits de matériel seront distribués aux artisans
bouchers, chefs de rayon 'boucherie' et 'charcuterie' des supermarchés, hypermarchés et
magasins de proximité; la production du matériel sera précédée par une campagne
d'information des filières concernées, un mailing de présentation de la campagne à l'ensemble
des points de vente.
97
Le coût total de cette action est €709.668 comme suit:
Deux objectifs de la campagne :
1) Augmenter les volumes de ventes de viandes et charcuteries Label Rouge.
2) En faisant émerger les viandes et charcuteries Label Rouge, dans leur dimension de
qualité supérieure, dans l’esprit des consommateurs.
98
Impact prévisible du premier objectif de la campagne :
Les viandes et charcuteries Label Rouge représentent aujourd’hui, selon les produits, entre 1
et 6% de la production française. Il y a donc une marge de progression possible.
L’objectif est que cette campagne permette de faire augmenter en moyenne de 10% en 3 ans
les volumes de viandes et charcuteries Label Rouge.
Pour mesurer cette évolution, FIL Rouge et Sylaporc disposent d’un outil : le bilan de
production annuel des viandes et charcuterie sous signe officiel de qualité. Chaque année, FIL
Rouge et Sylaporc récoltent via des questionnaires auprès des ODG un certain nombre de
chiffres clés permettant de connaître et de caractériser les filières viandes et charcuteries sous
signe de qualité.
Les informations récoltées sont de plusieurs types :
- Information sur les volumes annuels de production
- Information sur les opérateurs impliqués dans les filières (nombre et localisation
géographique des éleveurs, nombre et identité des entreprises d’abattage, découpe,
conditionnement…)
- Information sur les débouchés pour les produits Label Rouge (type de circuit de
distribution…)
Ainsi, en prenant comme base les données du bilan de production annuel avant le début de la
campagne de communication et en les comparant avec les données du bilan annuel de
production après les 3 ans de campagne de communication, il sera possible de savoir quelle a
été l’évolution de la production de viande et charcuteries Label Rouge et ainsi de mesurer
l’impact de la campagne.
Les chiffres du bilan annuel 2011, concernant la production de viandes et charcuterie Label
Rouge :
Impact prévisible du second objectif de la campagne :
1. L’émergence des viandes et charcuteries Label Rouge auprès de la cible :
a. Les femmes de 35/59 ans représentent plus de 10 600 000 individus.
Le plan media prévu permettra d’atteindre les performances suivantes :
i. Plus de 750 spots diffusés par vague.
ii. Une couverture de près de 75% de la cible media (soit près de 8 millions de femmes
de 35/59 ans).
iii. Chaque vague permettra de générer plus 90 millions de contacts.
iv. Les femmes touchées entendront, en moyenne, près de 10 fois le message « Viandes
et Charcuteries Label Rouge »
b. La cible retrouvera également le message véhiculé dans les lieux d’achat, à travers les
5.000 kits de PLV qui seront diffusés en GMS et boucheries artisanales.
2. L’émergence des viandes et charcuteries Label Rouge auprès des professionnels de la
filière :
a. Fortement impliquées dans la définition et la mise en œuvre du programme
communautaire, les ODG joueront un rôle moteur en valorisant fortement la campagne
auprès des différents maillons de la filière : producteurs, abatteurs, transformateurs,
commerçants et GMS.
99
b. Par le biais des actions destinées à sensibiliser la distribution en amont du lancement de
la campagne, on estime que les 13 centrales principales seront touchées (Auchan,
Carrefour, Cora, E. Leclerc, Géant/Casino, Système U, Intermarché, Simply Market,
Supermarchés Match, Monoprix, Carrefour Market, Carrefour Proxi). Près de 6.500
magasins d’enseigne et 2 000 boucheries artisanales seront ainsi touchées, via l’envoi
du mailing d’information avec bon de commande de la PLV.
c. Il est estimé à 50% le taux de remontées du bon de commande : soit environs 5.000 kits
commandés (sachant qu’une même GMS pourra commander 2 kits : l’un pour son rayon
viandes, l’autre pour son rayon charcuterie).
d. Le taux de pose de la PLV est estimé à 60%.


Evaluation par une société externe
Les thèmes d’évaluation spécifiques feront l’objet de mesures par la société qui sera
en charge de l’évaluation générale de la campagne :
100
101
22/30
26,1/40
6,6/10
Coût/efficacité :
13/20
€
Remarques :
1. Présentation du marché
Le marché des viandes et charcuteries Label Rouge en termes de volumes est présenté,
mais le dossier ne contient pas de détails en ce qui concerne la valeur du marché en €. En
conséquence, il n'est pas possible de calculer le rapport coût/efficacité du programme,
étant donné que nous ne sommes pas en mesure de savoir quelle sera l'augmentation des
ventes des produits concernés en termes de valeur par rapport au coût total du programme
(4,8 mio €). Une information sur la valeur du marché concerné par le programme doit être
ajoutée.
Etant donné que la production des viandes et charcuteries Label Rouge se situe entre 1%
et 5,9% de la production totale des viandes et charcuteries en France, l'organisme
proposant doit présenter une estimation de l'effet de cette campagne sur les commandes et
102
inclure dans la proposition les éléments qui garantissent que le secteur a la capacité de
production pour faire face aux commandes élevées.
2. Groupes cibles
L'idée d'impliquer les producteurs ("filière aval") avec des actions de sensibilisation (via
mailing etc) est bonne, par contre ce groupe ne peut pas figurer comme cible principale de
la campagne (voir annexe I du Règl. 501/2008). Il y a lieu de clarifier le rôle de ce groupe
cible dans le programme ainsi que les moyens avec lesquels ce groupe sera touché par la
campagne (i.e. pourquoi et comment ce groupe est une des cibles de la campagne radio?).
Il existe une confusion en ce qui concerne le premier groupe cible
(consommateurs/responsables d'achat): dans certains endroits cette cible est les femmes de
35-49 ans (i.e. page 17), dans d'autres les femmes entre 35 et 59 ans (i.e. page 15). Merci
de clarifier.
3. Objectifs
Objectif no 1 : Une augmentation de ventes de 10% sur 3 ans est proposée. Cet objectif est
peu ambitieux au regard de la dynamique actuellement constatée (cf. entre 2010 et 2011 :
+5,1% pour le bœuf LR, +4,8% pour l'agneau LR). Sur cette base ne peut-on pas prévoir
un objectif plus ambitieux que 10% sur 3 ans ?
Objectif no 2: Bien que le terme de "qualité supérieure" soit le terme de référence dans la
définition pour le Label Rouge, ce terme est très vague car on ne sait pas de quelle qualité
on parle. Le consommateur ne sait pas définir quelles garanties de qualité existent sous le
Label Rouge et en particulier, la dimension "qualité gustative", valeur socle de ce label,
n'est pas assez connue. En plus, il y a une certaine confusion dans l'esprit du
consommateur face aux différents labels de qualité dont notamment les systèmes de
qualité européens: il convient de bien clarifier la base du Label Rouge pour éviter toute
confusion avec la base des systèmes communautaires (AOP, IGP, etc…). Il y a lieu donc
de reformuler l'objectif pour le cibler sur la qualité gustative garantie par le Label Rouge.
Objectif no 2: La valeur cible proposée pour cet objectif est "75% de la cible touchée, qui
entendra en moyenne plus de 10 fois le message". Cet objectif n'est pas correctement
défini car il concerne le succès de l'action même et pas l'impact de l'action sur la cible. La
mesure de cet objectif doit se faire au regard de la perception des consommateurs quant à
la principale garantie offerte par le Label Rouge (cf. les chiffres mentionnés dans la
proposition: 32% savent que ce label est une garantie de goût supérieur vérifié par des
consommateurs). Il faut mesurer cet objectif par rapport à la perception des
consommateurs sur la notoriété du Label Rouge et les garanties offertes par le Label
Rouge, et fixer des objectifs quantifiés en conséquence. Les parties "impact" devront aussi
être revues.
4. Evaluation
Les modalités d'évaluation du programme doivent être revues car elles ne sont pas
cohérentes avec les objectifs fixés.
En ce qui concerne l'objectif n°1 (augmentation des ventes par 10%), l'évaluation ne peut
pas se faire sur base du "bilan de production annuel sous signe de qualité". L'évaluation
doit se faire sur base des résultats des ventes pour lesquels un mesurage situation "zéro"
doit être aussi prévu. Il est aussi important de bien définir le produit qui est 'viandes et
charcuteries Label Rouge' et pas 'viandes sous signe de qualité' en général.
En ce qui concerne l'objectif n° 2 (notoriété du LR/connaissance des garanties LR), la
méthode d'évaluation proposée (mesure des taux de réception et de pose de la PLV) est
insuffisante, car elle ne permet pas de constater si l'objectif (augmentation de la notoriété)
est atteint.
En ce qui concerne l'évaluation des campagnes radio, pour lesquelles des post-tests sont
proposés, il faut préciser les indicateurs mesurés dans ces post-tests et assurer qu'un
mesurage situation "zéro" existe ou est prévu, et faire le lien avec l'enquête de 2009.
La proposition mentionne des thèmes d'évaluation spécifiques pour évaluer la campagne
103
(page 27). Il y a lieu de clarifier les modalités d'évaluation et de lier ces 6 évaluations aux
objectifs globaux, si besoin déclinés en objectifs spécifiques et préciser le contenu de ces
évaluations, par exemple :
"interrogation d'un panel de 50 distributeurs" sur quoi ? quel est le lien avec les objectifs
de la campagne ?
"mesures quantitative des perception des consommateurs vis-à-vis des viandes et
charcuterie LR" : quelle est la différence avec les post-tests de l'Institut OpinionWay ?
5. Budget
S'il s'agit des mêmes 5 spots qui seront diffusés pendant les 3 ans de la campagne,
pourquoi des frais de production de ces spots sont calculés 3 fois (pour chaque année de la
campagne séparément?)
Selon le budget, le matériel promotionnel sera produit pendant toute la durée de la
campagne et pas en une seule fois au début. Pourquoi?
oui/non
Voir ci-dessous 'Remarques'
67,7/100
Oui/non
3/4
Favorable
CONCLUSIONS:
Observation(s)
de la Commission.
La réponse des autorités françaises est considérée satisfaisante.
Recommandation(s)
- à accepter
- à rejeter
104
Etat(s) membre(s):
France
Titre du programme:
Promotion des fromages européens aux USA :
« The cheeses of Europe – Make it magnifique »
FranceAgrimer
Centre National Interprofessionnel de l’Economie
Laitière (CNIEL)
Agence Fifteen Degrees
Type de mesure:
Produit(s):
produits laitiers (fromage)
USA
Durée:
3 ans
Budget total:
6.000.000 EUR
3.000.000 EUR
14/6/2013
This programme aims to promote the European cheeses in the USA. The main aim is to
increase awareness, diversity and accessibility of European cheeses mainly via consumer
education to new recipes combining European cheeses with local consumption habits. The
main actions foreseen by the programme is an online campaign with short videos showcasing
recipes using European cheeses in sandwiches and other meals which are part of the dietary
habits of the target group: the consumer between 25 and 49 years old with income superior to
75.000$ per year. This action will be combined with face-to-face activities, such as promotion
in selling points, seminars targeting consumers and recipe competitions. The final aim is to
increase volume of sales of European cheeses to the USA by 3% after each year of the
programme and increase consumer awareness on European cheeses by 30% after the end of
the 3 year campaign.
105
CRITERES D’ELIGIBILITE :
oui/non
oui/non
oui/non/NA
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :



Accroître l’importation des fromages de l’Union Européenne de 3 % tous les ans de la
campagne (en volume).
Accroître l’exportation des fromages français de 8 % tous les ans de la campagne (en
volume).
Accroître la connaissance et la consommation des fromages d’Europe auprès de la
cible de 10 % chaque année du programme.
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Stratégie :
Les fromages sont parmi les produits laitiers, la catégorie la plus appréciée des Américains.
Plus de 96% des ménages en achètent.
On compte aujourd’hui plus de 300 variétés de fromage disponibles sur le marché américain.
La mozzarella avec 10,6 pounds (4,82 kg) et le cheddar avec 10,1 pounds (4,59 kg) par an et
par habitant, sont les deux variétés les plus consommées.
En même temps, la production américaine de fromages poursuit sa montée en puissance, en
quantitatif comme en qualitatif. Le marché du « Natural Cheese » aux Etats - Unis est en
progression constante depuis 10 ans et s’accélère depuis les deux dernières années avec
notamment la croissance des fromages de l’Etat du Wisconsin. Les campagnes d’information
et de promotion conduites par les « Cheese Boards » de Californie et du Wisconsin mettent en
avant les productions locales et artisanales et promeuvent notamment leurs fromages haut de
gamme.
Selon une étude récente, auprès des 25-49 ans vivant dans des foyers dont le revenu annuel
net est supérieur à 75.000 $ et dans des zones urbaines, il ressort que l’opinion globale des
fromages d’Europe, reste très bonne (62% les aiment beaucoup). L’image des fromages
européens reste largement marquée par les dimensions de qualité, de bon goût, de caractère et
d’origine.
Ainsi le différentiel existant avec l’image des fromages locaux se renforce sur les dimensions
qui étaient déjà les forces des fromages européens (qualité, caractère, origine locale) mais
s’est affaibli sur leurs faiblesses (utilisation en sandwiches, en cuisine, appréciation par toutes
la famille, différentiel prix important…).
Alors que les importations de fromages, toutes provenances confondues, baissent de 5% en
volume entre 2009 et 2012, celles des fromages européens enregistrent une hausse de 14%.
En valeur, sur la même période, les fromages européens gagnent près de 10 points de plus que
les fromages étrangers en général. Ce programme vise donc à tirer profit de l'accroissement de
la demande du marché américain en fromages européens en général et français en particulier.
La stratégie consiste à promouvoir les fromages d’Europe en utilisant les fromages français
comme illustration pour mieux positionner ces fromages face aux concurrents : les fromages
locaux.
107
Le programme visera l’accroissement de la connaissance, la diversité et l’accessibilité des
fromages par :
 L’éducation du consommateur à de nouvelles occasions d’utilisations en phase avec les
habitudes de consommation locale.
 Une meilleure visibilité en points de vente et l’utilisation de ce point de contact comme
vecteur d’éducation du consommateur.
 Des actions qui permettront aux consommateurs d’être sensibilisés directement aux
fromages.
 Pour, enfin, accroître les volumes des exportations et toucher directement la cible en
s’appuyant sur les actions de communication proposées.
Cibles :





Les « Food Adventurers » - 25 à 49 ans dont les revenus annuels sont de 75.000$ et plus.
La presse nationale et locale.
Les chefs de cuisine.
Les bloggeurs gastronomiques et leaders d’opinion locaux.
Les professionnels : GMS, importateurs / distributeurs…
Thèmes :
Image des produits communautaires, qualité.
Aspects couverts:
qualité
aspects sanitaires
étiquetage
 Diversité
 Qualité
 Adaptable au goût culinaire du pays : un plat traditionnel américain, c’est bon ; si l’on
rajoute du fromage, c’est très bon ; mais si l’on rajoute du fromage européen, c’est
magnifique !
 Accroche : « The Cheeses of Europe »
 Signature : « Make it Magnifique ! »
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ACTION 1: Campagne média
1. REALISATION, PRODUCTION ET DIFFUSION DE RECETTES VIDEO ET DE
BANNIERES
Réalisation d’une variété de recettes saisonnières – 20 recettes vidéo par année (5 diffusions
tous les 3 mois), intitulées « Make it Magnifique », avec chaque année mise en avant de
fromages différents.
Les fromages concernés sont:
En année 1, les fromages mis en avant sont : l’Emmental, le Reblochon, le Cantal, le Délice
de Bourgogne, le Brie et le Camembert et le Comté.
En année 2, les fromages mis en avant sont : le Beaufort, le St-André, le Chaource, la Tome
de Bordeaux, le Bleu d’Auvergne, le Neufchâtel et l’Epoisses.
En année 3, les fromages mis en avant sont : la Mimolette, le Morbier, le St-Marcellin, le
Port-Salut, le St-Agur, le St-Nectaire et le Coulommiers.
Préparées et animées par l’un des lauréats de l'émission de télévision américaine « Top Chef »
et produites dans les cuisines de l’école hôtelière réputée de la ville de New York, The
International Culinary Institute, les recettes mettront en avant les fromages en snacks, en
apéritif, dans des sandwiches et en plats cuisinés. Chaque recette fera l’objet d’une recette
vidéo diffusée :
 Sur les sites web les plus fréquentés par les consommateurs ciblés (todayshow.com,
msnbc.com, yahoo.com, cookingchannel.com, travelchannel.com, myrecipes.com,
foodnetwork.com, facebook.com, winespectator.com, nytimes.com, bonapetit.com,
foodandwine.com)
 Sur leur téléphone portable – Smartphone / IPhone
 Sur leur I-Pad
 Sur le site www.thecheesesofeurope.com
Ces vidéos auront un format minimal de 15 et 30 secondes (selon les sites de diffusion) et
maximal de 2 minutes.
Réalisation également de 20 bannières animées (une par recette) qui renverront l’internaute
vers le site www.thecheesesofeurope.com et la recette vidéo de 2 minutes (Achat d'espace
vidéos pendant 12 mois sur les sites web suivants : todayshow.com, msnbc.com, yahoo.com,
cookingchannel.com, travelchannel.com, myrecipes.com, foodnetwork.com, facebook.com,
winespectator.com, nytimes.com, bonappetit.com, foodandwine.com).
Dates de production des recettes vidéo et des bannières :
En années 1, 2 et 3 du programme : 10 en janvier et 10 en juin.
Dates de diffusion:
En années 1, 2 et 3 :
21 mars au 21 juin : diffusion de 5 recettes adaptées à l’alimentation printanière.
22 juin au 20 septembre : diffusion de 5 recettes adaptées à l’alimentation estivale,
21 septembre au 20 décembre : diffusion de 5 recettes adaptées à l’alimentation automnale,
mais aussi aux menus de la fête nationale « Thanksgiving » et les fêtes de fin d’année.
21 décembre au 20 mars : diffusion de 5 recettes adaptées à l’alimentation hivernale mais
aussi à l’occasion de la Saint - Valentin et de l’évènement le plus important des Etats-Unis, le
Superbowl.
COMMUNIQUE DE PRESSE
Chaque année, quatre communiqués de presse saisonniers seront réalisés et diffusés aux 25
supports écrits et blogs les plus importants du pays (10 février / 10 mai / 10 août / 10 octobre 1 en février: annonce la campagne , 1 en août: annonce le nom du Chef qui va créer les
recettes vidéo, 1 en septembre : annonce des recettes vidéo d'automne et 1: annonce des
recettes vidéo d'hiver).
109
Afin de communiquer sur les recettes vidéo mises en ligne, un e-mail sera également envoyé
4 fois par an à une base de données de 12 000 consommateurs avertis et professionnels du
secteur fromager.
BUDGET: 2.100.302,19 € pour les 3 ans y compris achat d'espace
2. ANNONCES PRESSE ECRITE
Réalisation de 4 annonces presse mettant en avant des recettes élaborées à partir de fromages
européens. Chaque annonce fera l’objet d’une pleine page quadri. Elle invitera également les
lecteurs à visiter le site Internet et visionner les recettes vidéo. Supports choisis :
- Culture Magazine, mensuel – 3 insertions – Cible : consommateurs et professionnels du
secteur alimentaire, amateurs de produits alimentaires et de recettes « gourmet ».
- Cheese Connoisseur, mensuel – 4 insertions – Cible : amateurs de fromage et professionnels
de l’industrie fromagère.
- Bon Appétit – 1 insertion dans l’édition du mois de juin, la plus importante de l’année aux
USA (1 500 000 ex.) – Cible : consommatrices averties et professionnels du secteur.
- Saveur – 2 insertions – Cible : amateurs de produits « gourmets » dont les produits
européens.
Soit 10 insertions par an (en avril, juin et octobre).
Budget: 601 875,93 € pour les 3 ans y compris l'achat d'espace.
BUDGET TOTAL DE L'ACTION 1: 2.972.395,92
ACTION 2: DIGITAL
1. SITE WEB
Conception et réalisation d’un site internet : www.thecheesesofeurope.com
Le nouveau site www.thecheesesofeurope.com sera balisé aux couleurs et au thème du
programme, à savoir : « Make it Magnifique ». Tous les visuels du site seront animés au
format « flash ». Le site comprendra les rubriques suivantes :
 Rubrique intitulée « Cheeses of Europe » : cette rubrique sera composée de sous
rubriques : une rubrique par pays d’Europe dont les fromages sont disponibles sur le
marché USA. Une fiche sera dédiée à chaque fromage dont le contenu définira son
histoire, sa région d’origine, son mode de production ainsi que des idées de
consommation /recettes.
 Rubrique AOP (PDO) : historique et définition du logo. A noter que le logo AOP sera
apposé sur tous les fromages qui en bénéficient.
 Rubrique recettes écrites.
 Rubrique Recettes : Vidéo / bannières.
 Rubrique dans laquelle l’on retrouvera la formation « webinar » (voir Action 4).
 Rubrique harmonie des boissons et des fromages.
 Rubrique Evènements : cette rubrique comportera les dates et lieux de toutes les
animations qui se dérouleront en points de vente ainsi que les opérations évènementielles
telles que : la formation pédagogique sur les fromages (voir Action 4 – Volet 1), le
concours fromages (voir Action 4 – Volet 2) ainsi que les « Pop Up Stores » (voir Action
4 – Volet 3).
 Rubrique Trade : noms et coordonnées des détaillants en fromages d’Europe.
 Rubrique prononciation en phonétique.
 Rubrique : « Votre avis nous intéresse ».
BUDGET: 97.320,41 € pour 3 ans
110
2. APP SUR IPHONE, SMARTPHONE ET I-PADS
Le but de ce support électronique est de renforcer tous les messages du programme ''Make it
Magnifique'' en les rendant accessibles sur les nouveaux outils digitaux, aujourd’hui utilisés
par un très grand nombre de consommateurs.
 Outil simple et pratique pour permettre à la cible de s’approprier les fromages d’Europe,
des infos sur les points de ventes des fromages (géolocalisation) afin de les encourager à
un achat immédiat des fromages.
 Mise à disposition de l’application sur les plates-formes classiques (ex: You Tube, I –
Tune…)
3. RESEAUX SOCIAUX
Toutes les semaines, sur les sites des réseaux sociaux, Facebook et Twitter, les informations
suivantes seront diffusées et notamment aux moments les plus forts lors des animations en
GMS et des opérations évènementielles :
 Les recettes vidéo.
 Les fromages d’Europe : « Savez- vous que … » et donner des réponses telles que :
région d’origine, mode de production…
 Dates et lieux des présentations / animations en points de vente.
 Dates et lieux des opérations évènementielles.
BUDGET: 33.000,00 € pour 3 ans.
BUDGET TOTAL DE L'ACTION 2: 207.246,57 € pour 3 ans
ACTION 3: DEMONSTRATIONS / ANIMATIONS EN GMS MATERIEL
PROMOTIONNEL
1. DEMONSTRATIONS / ANIMATIONS EN MAGASIN
Mise en place de 1000 journées de démonstrations / animations / dégustations des fromages
d’Europe auprès de 374 points de ventes de GMS et de détaillants de plusieurs villes des
Etats-Unis. Les objectifs de cette action sont:
 Renforcer la présence des Brie, Camembert, Comté et autres, sur les linéaires des points
de vente.
 Encourager la distribution à les référencer.
 Faire connaître la diversité ces fromages aux chefs de rayons et aux consommateurs.
Lieux :
 New York
 Chicago
 Miami
 Austin
 Santa Fe (Nouveau Mexique)
 Phoenix
 San Francisco
 Los Angeles
 San Diego
 Portland
 Seattle
111
DATES :
tout le long de chaque année et en particulier lors des fêtes et des grandes manifestations qui
se déroulent aux Etats-Unis, exemple :
 Novembre : Thanksgiving
 Décembre : fêtes de fin d’année
 Janvier : le Superbowl – l’évènement sportif le plus important des USA
 Février : Valentine’s Day
 Juillet : « Bastille Day »…
MOYENS :
 Formation aux fromages d’Europe de 5 « ambassadeurs », un ambassadeur par région.
Leur mission sera de :
o Former en retour les hôtesses /animatrices qui animeront les présentations.
o De s’assurer que les chefs de rayons mettent en place les fromages qui seront
présentés lors des animations.
o De s’assurer que le matériel PLV est bien mis en place.
 3 à 4 fromages seront présentés lors de chaque animation : explication des fromages,
dégustation et diffusion des fiches recettes qui seront réalisées à cet effet.
BUDGET: 1.201.455,00 € pour 3 ans.
2. REALISATION DE MATERIEL PLV
Le matériel PLV sera mis sous pli dans des kits pour livraison sur les points de vente, en
soutien des présentations / animations qui se dérouleront. 1000 kits seront réalisés.
BUDGET TOTAL DE L'ACTION 3: 1.667.467,89 € pour 3 ans
ACTION 4: OPERATIONS EVENNEMENTIELLES/SEMINAIRE DE
FORMATION/CONCOURS CONSOMMATEURS/POP UP STORES
1. FORMATION D’UN ATELIER FROMAGE « ONLINE » “THE WORLD’S LARGEST
SIMULTANEOUS CHEESE TASTING”
Pendant 45 minutes, un professionnel de renom du secteur fromager animera une formation
sur les fromages suivants : Camembert, Brie, Fourme d’Ambert, Comté et St Paulin : leur
histoire, régions d’origine, méthodes de production et usage en consommation. La formation
sera suivie d’une dégustation.
 Une centaine de consommateurs participeront à la formation qui se déroulera dans
l’auditorium du International Culinary Institute de New York.
 Il est estimé que plus de 1000 consommateurs suivront la formation par internet.
 Les consommateurs prendront connaissance de la formation par les moyens suivants :
o Quatre bannières seront diffusées sur le site internet www.thecheesesofeurope.com et
sur les sites web les plus fréquentés par la cible, en septembre et en octobre.
o Une diffusion e-mail aux 12.000 consommateurs ciblés de la base de données –en
octobre.
o Deux communiqués de presse diffusés en septembre et octobre auprès de 25 supports
gastronomiques et loisirs.
o Une annonce presse dans Culture magazine –édition du mois d’octobre.
o Facebook et Twitter, en septembre et en octobre.
Les premiers 100 consommateurs qui s’inscriront seront invités à participer à la formation, au
International Culinary Institute. Quant aux consommateurs des villes ciblées, ils prendront
connaissance de la formation, via les mêmes outils de communication mentionnés ci-dessus.
112
 Date, horaires, moyens de se connecter au « webinar » et la liste des fromages qui seront
commentés et dégustés lors de la formation, seront transmis dans les outils de
communication. Cela leur permettra de se procurer, à l’avance, les fromages et suivre la
formation / dégustation en temps réel, seuls, en famille et / ou avec des amis.
 La formation sera filmée sous format vidéo et éditée en 20 minutes afin qu’elle soit mise
en ligne sur le site www.thecheesesofeurope.com toute l’année et permettre aux
consommateurs qui n’ont pas pu s’y joindre en temps réel, de découvrir également la
formation.
Date et horaires de la formation : le dernier samedi du mois d’octobre à 14h00 afin que les
consommateurs soient en pose week - end et afin que ceux de la Côte Ouest puissent suivre la
formation. Idem en années 2 et 3 du programme.
Les fromages mis en avant lors de chaque formation sont les suivants :
En année 1 : Camembert, Brie, Fourme d’Ambert, Comté et St Paulin.
En année 2 : Cantal, Bleu d’Auvergne, St - Marcellin, Mimolette et St- André.
En année 3 : Chaource, Tome de Savoie, Port Salut, Emmental et St- Agur.
2. CONCOURS CONSOMMATEURS « I MADE IT MAGNIFIQUE»
Ce concours de recettes vise à sensibiliser directement les consommateurs ciblés à l’utilisation
des fromages dans des recettes simples adaptées à leurs habitudes culinaires. Le concours sera
annoncé sur le site web du programme ainsi que via quatre bannières sur les sites web les plus
fréquentés par la cible, sur Facebook et Twitter, dans Culture magazine, par un e-mailing
envoyé à 12.000 consommateurs ciblés, et par un communiqué de presse.
Le concours sera annoncé sur les sites web suivants, pendant 6 mois: todayshow.com,
msnbc.com, yahoo.com, cookingchanneltv.com, travelchannel.com, myrecipes.com,
foodnetwork.com, facebook.com.
Les consommateurs seront invités à soumettre une recette en entrée et une recette en plat
principal, réalisées avec des fromages précis. Les recettes seront transmises au fur et à mesure
sur Facebook et YouTube, et analysées par deux chefs qui choisiront les trois meilleures
recettes d’entrée, et les trois meilleures recettes de plats.
Les finalistes se rendront à New York le jour de la finale (dernier samedi d’octobre) et
prépareront leurs recettes dans les cuisines de l’International Culinary Institute devant un
panel de sept journalistes gastronomiques et Chefs réputés. Une vidéo sera réalisée à cette
occasion et mise en ligne sur le site internet du programme.
L’annonce des gagnants se déroulera lors d’un cocktail dinatoire le soir même des épreuves,
en présence de 100 convives : journalistes, bloggeurs, Chefs de cuisine, entreprises
fromagères européennes et VIP du secteur.
3. CHEESES OF EUROPE POP UP STORE AUSTIN – TEXAS ET NEW YORK
Un "Pop Up Store " est un espace de présentation éphémère, de tous types de produits, d’une
durée d’un jour à un ou deux mois. Il permet en l’occurrence de faire découvrir et déguster les
fromages d’Europe dans des situations conviviales, par le biais de recettes à base de fromages
d’Europe préparées par des chefs de renom.
Deux « Pop Up Stores » d’environ 6 000 m² sont prévus pour une durée de deux jours, chaque
année du programme : le 7 et le 8 mars à Austin ; le 5 et le 6 septembre à New York. Le
vendredi soir sera réservé à la presse nationale et locale, soit 250 journalistes ciblés (presse
écrite, presse radio et télévision et bloggeurs) ; le samedi sera consacré au grand public.
Chaque « Pop Up Store » sera filmé en format vidéo et mis en ligne sur le site internet
www.thecheesesofeurope.com.
Dates et lieux : En années 1, 2 et 3 du programme :
113
 le 7 et le 8 mars : Austin – Texas - dans une galerie d’Art, lors du festival de musique le
plus important des Etats-Unis, le SXSW, et pour lequel des consommateurs de tout le
pays s’y rendent. Cet évènement nous garantira un nombre important de passage à notre
« Pop Up Store ».
 le 5 et le 6 septembre : New York – dans un espace du quartier très fréquenté de SOHO.
BUDGET: 282 969,40 € pour 3 ans (Austin) et 269 497,77 € pour 3 ans (New York), soit
552.467,17 en total.
BUDGET TOTAL DE L'ACTION 4: 962.665,15 €
Les objectifs du programme sont:
1. Accroître l’importation des fromages de l’Union Européenne de 3 % tous les ans de la
campagne (en volume).
L'objectif n'est pas mésuré.
2 Accroître l’exportation des fromages français de 8 % tous les ans de la campagne (en
volume).
L’objectif du programme est d’augmenter de 8% par an les volumes exportés de fromages
français vers les Etats-Unis à partir de la valeur de 2012, soit une hausse moyenne de 1.879
tonnes par an.
L’impact de ce programme sur la filière laitière peut être approché à partir des données de
l’Observatoire des prix et des marges de FranceAgriMer suivantes :
 La production de 1 kg de fromage (base : Emmental) nécessite 13 litres de lait.
 Le prix moyen du litre de lait payé au producteur en 2012 était d’environ 0,329 €.
Une hausse moyenne annuelle des exportations de fromages de 1 879 tonnes
occasionnerait un surplus de demande de lait de 24,4 millions de litres, soit une croissance
en valeur de 8.4mio EUR par an.
3 Accroître la connaissance et la consommation des fromages d’Europe auprès de la cible de
10 % chaque année du programme.
Dès le début du programme, un pré-test sera conduit par le cabinet d’évaluation sélectionné
afin de connaitre le pourcentage des consommateurs ciblés quant à leur connaissance et
consommation des fromages d’Europe. A partir des résultats, l’objectif est d’en accroître
leur connaissance et par là-même, leur consommation de 10% par année pour atteindre
30% à la fin du programme.
Les études d’évaluation à la fin de chaque année du programme, permettront de mesurer
cette évolution chez les consommateurs ciblés au concept « Cheeses of Europe – Make It
Magnifique».
Aujourd’hui, le nombre de consommateurs ciblés est de : 17.600.000, actifs dans la
tendance des « Food Adventurers ».
Impact des actions prévues dans le programme
Action
ACTION 1 : CAMPAGNE MEDIA
Volet 1 : Réalisation des outils de
communication média « online ».
Volet 2 : Achat d’espace pour parutions
des outils de communication.
Impact prévu
Les bannières / recettes vidéo seront vues
18.878.332 fois chaque année du programme.
Le résultat souhaité est de toucher 5% parmi les
consommateurs ciblés.
L’objectif est de toucher 10% des lectrices de ce
type de support, soit 229.510 consommatrices
potentielles aux fromages d’Europe tous les ans
du programme.
114
ACTION 2 : LE DIGITAL
Volet 1 -SITE WEB
Une estimation de 1.500 visiteurs sont attendus
sur le site tous les mois, soit 18.000 visiteurs
par année.
115.800.000 consommateurs aux USA sont
détenteurs d’un Smartphone dont 42% ont
installé un APP sur leur téléphone, soit
48.636.000 consommateurs. Parmi ceux-ci,
42% de consommateurs ont un revenu annuel
de 100.000 US $ et plus, soit 20.427.120
consommateurs.
Il est espéré de toucher 5 % parmi ces
consommateurs, soit 1.021.356 consommateurs
par année du programme.
Une estimation de 15.000 nouveaux amis des
fromages d’Europe sont attendus sur Facebook
par année, soit un total de 45.000 amis à la fin
des trois années du programme. Par ailleurs,
500 bloggeurs, amateurs et professionnels, sont
également attendus tous les ans, soit 1.500
bloggeurs à la fin des trois années du
programme.
Volet 2 –APPS (IPhone – Smartphones
et IPads)
Volet 3 - RESEAUX SOCIAUX.
ACTION 3:TRADE/CONSOMMATEURS
Volet 1 : Présentation et animations des
fromages en GMS .
Volet 2 : Matériel de promotion et
d’information.
ACTION 4 : EVENEMENTIELS
Volet 1 : Séminaire de formation en live
et via le webinar.
Volet 2 : Concours consommateurs «I
Made it Magnifique».
Une estimation de 100.000 à 200.000
consommateurs participeront aux animations en
points de vente chaque année du programme et
auront l’occasion de découvrir et déguster les
fromages d’Europe, soit entre 300.000 et
600.000 consommateurs à la fin du programme.
Ces consommateurs seront en mesure
d’influencer leurs amis en leur servant des
recettes à base de ces fromages et ainsi, en faire
d’autres consommateurs fidèles.
Le matériel PLV encouragera les chefs de
rayons des 374 points de vente de mieux
connaître les fromages d’Europe et ainsi de
mieux les référencer sur leur linéaires. Aussi, le
dépliant permettra à 250.000 consommateurs de
découvrir les fromages d’Europe.
Le nombre de consommateurs qui participeront
à cet évènement, via les bannières, le e-mail, les
réseaux sociaux, l’annonce presse et sur le site
www.thecheesesofeurope.com devrait atteindre
4.000 à 5.000 tous les ans soit, 12.000 à 15.000
consommateurs à la fin des trois années du
programme.
Ce type de concours attire environ 800 à 1.000
candidats dont 50% sont des chefs de cuisine
qui œuvrent dans la restauration. Aussi, ces
chefs, prépareront les recettes présentées au
concours dans leurs établissements et feront
115
Volet 3 : « The Cheeses of Europe Pop
Up Stores » – Boutiques éphémères.
connaître les fromages d’Europe à leurs clients,
soit un nombre approximatif d’un total de 4.000
clients par année.
Tous les ans, 1.800 consommateurs
découvriront les fromages d’Europe lors de
chaque « Pop Up Store », soit un total de 3.600
consommateurs à la fin de chaque année du
programme.
75 retombées de presse / blogs qui mentionnent
les recettes préparées lors de ces manifestations,
sont également attendues à la fin de chacune des
manifestations, soit 150 retombées annuelles.
Ces retombées sont suivies par environ 1% de la
cible visée, soit une moyenne de 170.000
consommateurs, soit un total annuel de 340.000
consommateurs qui sont susceptibles de
préparer les recettes aux fromages d’Europe
chez eux.
L’impact de ce programme sur la filière laitière peut être approché à partir des données de
l’Observatoire des prix et des marges de FranceAgriMer.
La méthode de mesure de l'impact de ce programme sur l'évolution des exportations des
fromages européens n'est pas presentée.
Les études d’évaluation à la fin de chaque année du programme, permettront de mesurer l'
évolution chez les consommateurs ciblés au concept « Cheeses of Europe – make it
magnifique».
L'évaluation sera effectuée en utilisant des méthodes classiques (website tags, questionnaires,
formulaire de soumission de commentaires etc).
Coût/efficacité :
22/30
25,7/40
5/10
14,8/20
116
€
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
1.000.000
0
1.000.000
2.000.000
%
100
ANNEE II
1.000.000
0
1.000.000
2.000.000
%
100
ANNEE III
1.000.000
0
1.000.000
2.000.000
%
100
TOTAL
3.000.000
0
3.000.000
6.000.000
%
50
0
50
100
Remarques :
Objectifs:
1. Objectifs
 Le premier objectif (accroître l’importation des fromages de l’Union Européenne de 3%
tous les ans de la campagne en volume) n'est ni mesuré, ni détaillé. Le texte du programme
ne contient aucun élément sur les méthodes d'évaluation de cet objectif. Il n'y a aucune
indication qui permet de juger cet objectif réaliste.
 Il y a lieu de préciser si le 3% d'augmentation des importations des fromages de
provenance de l'UE aux Etats-Unis comprend le 8% de l'augmentation des importations
des fromages français, où il s'agit d'une augmentation de 3% qui concerne les 'importations
de fromages de provenance UE-27 (ie hors France).
 Quels moyens met en œuvre l'organisme proposant pour atteindre et garantir
l'augmentation de 3% en ce qui concerne les importations des fromages européens?
 Le 3ème objectif (augmentation de la notoriété des fromages UE 10% par an pour arriver à
30% à la fin du programme) semble assez optimiste et l'organisme proposant n'a pas inclus
117
les éléments qui permettent d'apprécier l'exactitude de cette évaluation. De plus, le point de
départ pour cet objectif (point 'zéro' – notoriété actuelle) n'est pas défini.
2. Messages
 Les messages du programme doivent être développés. La mention de quelques fromages
non français ne suffit pas pour donner une bonne dimension européenne au programme. Il
faut développer les aspects de la PAC qui donnent le caractère spécial aux fromages
européens/français. Il ne suffit pas de dire que les fromages européens/français sont bons.
Il faut expliquer pourquoi ces fromages sont "magnifiques" (tradition, savoir-faire, qualité
du lait, contrôles, respect pour la nature et les animaux). La dimension européenne du
programme pourrait s'améliorer avec la présence de quelques fromages non français lors
des actions face-to-face (dans la stratégie actuelle du programme ces fromages sont
exclus).
3. Description des actions
Action 2, volet 1 (site web)
 Les noms de détaillants peuvent figurer en 2ème niveau seulement (pas sur la page
d'accueil, mais sur une page séparée qui sera liée à la page d'accueil). L'organisme
proposant doit s'assurer que cette rubrique contient la plus large liste de détaillants et que
tous les fromages sont présents.
 Nous conseillons l'utilisation de l'extension web .eu pour le site internet du programme.
Pour plus d'information: http://www.ambitionhasanaddress.eu/fr
Action 3
 Pour mieux apprécier le rapport-coût-efficacité de cette action, il y a lieu de donner plus de
détails sur les points budgétaires suivants:
- points de vente: plus d'1.000.000€ pour hôtesses: il est nécessaire de donner plus de
détails à propos de ce poste budgétaire (nombre de personnes, nombre d'heures, coût
par heure).
- Formation ambassadeurs: Expliquer le coût de 9.000€ par formation pour former 5
personnes par année (45.000€ par année), et indiquer pourquoi il faut former des
nouvelles personnes chaque année. De plus, le texte indique 5 ambassadeurs, mais 6
régions sont citées (pages 42-43).
- Serait–il possible de présenter la liste de fromages qui seront promus lors des actions
'points de vente'?
Action 4
 (volet 2, concours): Il y a lieu de donner plus de détails concernant le coût de 3.000€ par
personne pour réceptionner les recettes du public, en total 18.000€ pour les 3ans.
 (volet 2, concours): Ce concours prévoit une limitation au nombre de fromages éligibles
pour participation. Pourquoi? Nous notons aussi qu'il ne sera pas possible de participer au
concours avec une recette qui utilise des fromages européens mais non français. Il est
nécessaire de justifier cette limitation et expliquer sa cohérence avec le champ
d'application du programme.
 (volet 2, concours): Selon le proposant, "ce type de concours attire environ 800 à 1.000
candidats dont 50% sont des chefs de cuisine qui œuvrent dans la restauration. Aussi, ces
chefs, prépareront les recettes présentées au concours dans leurs établissements et feront
connaître les fromages d’Europe à leurs clients, soit un nombre approximatif d’un total de
4.000 clients par année". Le proposant doit fournir des données concrètes sur l'estimation
de ce public cible. De plus, il n'y a aucune garantie que les chefs présenteront ces recettes
dans leurs établissements. Il y a lieu donc d'expliquer sur quelle base l'impact de cette
action est calculé.
118
 (volet 3 "pop-up store"): Il est important de s'assurer que toutes les entreprises-membres du
CNIEL qui sont intéressées puissent participer et que cette exposition propose la gamme la
plus large possible de fromages.
 (volet 3 "pop-up store"): Il est nécessaire de fournir des éléments qui permettront
l'appréciation du rapport coût-efficacité de cette action. Il faut expliquer les coûts suivants:
coût de 1.919,68€ par communiqué de presse, coût de la location de l'espace: 7.581,37€ par
jour à Texas et 7.640 € à NY, prix de location des vitrines réfrigérées 1.200€ par unité. De
plus, si nous comparons avec le nombre total de visiteurs attendus à chaque pop-up store
(1800 pax, p.65), nous arrivons à un prix de 78,3€ par participant sur les 3 années à Texas,
puis 74,8€ par personne à New York. Le proposant doit justifier cette action par rapport à
son coût qui semble élevé.
 (volet 3 "pop-up store"): Le proposant estime que les retombées de presse sur ces pop-up
stores seront suivies par environ 1% de la cible visée, soit une moyenne de 170.000
consommateurs, soit un total annuel de 340.000 consommateurs qui sont susceptibles de
préparer les recettes aux fromages d’Europe chez eux. Il y a lieu d'expliquer sur quelle base
cette estimation est faite.
4. Evaluation et mesure d'impact
 Page 71 Mesure de l’impact: Il y a lieu de préciser le «cabinet spécialisé» qui fera
l’évaluation. Les explications fournies sur l’évaluation portent sur l’évaluation de
l’exécution des actions et pas sur l'impact du programme. Il faut expliquer comment sera
mesuré l’impact global du programme sur base des 3 objectifs fixés.
oui/non
Voir ci-dessus
67,5/100
Oui/non
4/4
Favorable
CONCLUSIONS:
Observation(s)
119
de la Commission.
Après examen des réponses fournies par l'organisme proposant, un doute reste concernant le
rapport coût-efficacité de l'action 3, dans laquelle on constate qu'un prix de plus d'1.000.000
d'euros sera dépensé pour honoraires d'hôtesses. Le calcul fourni par le proposant démontre
que le coût horaire par hôtesse est de 85,58 euros. Ce prix semble exagéré.
Pour cette raison AGRI-D.4 a pris contact avec l'autorité compétente française pour demander
une diminution de ce budget consacré aux honoraires d'hôtesses.
L'organisme proposant a réagi par email à la demande de la Commission
(Ares(2013)3045975) et a proposé un nouveau prix pour ce poste budgétaire (507.600 euros
au lieu de 1.026.960 euros).
Le nouveau budget présente est comme suit:
ACTIONS
Action 1- Campagne Media
Action 2 - Digital : Site Web APPS, Réseaux Sociaux
Action 3 - Demonstration /
animations en GMS Materiel PLV
Action 4 - Opérations
evènementielles: Séminaire
de formation - Concours " I
made It Magnifique" - Pop
Up Stores
Total des actions (1)
Frais de garantie de bonne
exécution
Honoraires de l’organisme
d’exécution (maximum 13/15
% de (1), annexe III, point
B.1.2)
Mesure des résultats. des
actions (maximum 3 % de
(1), annexe III, point C.5)
Total des coûts directs pour
le programme
Frais généraux
CNIEL(maximum 3/5 % de
(2), annexe III, point A.2)
TOTAL DU
PROGRAMME
1° ANNEE
900.726,04 €
65.616,56 €
2° ANNEE
3° ANNEE
900.726,04 € 900.726,04 €
58.393,75 €
183.404,06 €
318.758,44 €
318.758,44 € 318.758,44 €
956.275,32 €
280.676,90 €
284.899,71 € 286.899,71 €
852.476,17 €
1.564.777,94
€
4.694.333,82
€
176.094,42 € 176.224,42 €
528.564,76 €
1.565.777,94 €
176.245,92 €
59.393,75 €
TOTAL
2.702.178,12
€
1.563.777,94 €
50.000,00 €
52.000,00 €
52.000,00 €
154.000,00 €
1.792.023,86 €
1.791.872,36 €
1.793.002,36
€
5.376.898,58
€
12.350,48 €
12.501,98 €
11.371,98 €
36.224,26 €
1.804.374,34 €
1.804.374,34 €
1.804.374,34
€
5.413.123,02
€
120
PARTICIPATION
FINANCIERE
Union Européenne
Organisation
proposante
TOTAL
1° ANNEE
€
%
902.187,17
50%
2° ANNEE
€
%
902.187,17
50%
3° ANNEE
€
%
902.187,17
50%
2.706.561,51
%
50%
902.187,17
902.187,17
902.187,17
2.706.561,51
50%
50%
50%
50%
TOTAL
1.804.374,34 100% 1.804.374,34 100% 1.804.374,34 100% 5.413.123,02 100%
L'organisme proposant a donc fourni des réponses satisfaisantes à toutes les observations et
questions de la Commission. Pour cette raison il est proposé d'accepter ce programme pour un
cofinancement communautaire.
Recommandation(s)
- à accepter
- à rejeter
121
Member State(s):
Italy
"PRO.GA.DE – Prodotti Garantiti d'Europa"
MIPAAF
Consorzio di Tutela Formaggio Stelvio (chef de file),
Consorzio Mela Alto Adige, Consorzio di Tutela Speck
Alto Adige
EOS – Export Organisation Suedtirol
Type of measure:
mixed
Product(s):
Products with EU quality logos: Formaggio Stelvio, Mela
Alto Adige, Speck Alto Adige
Austria, Czech Republic, Germany, Italy
Duration:
36 months
Total budget:
3.000.000 EUR
17 June 2013
An Italian proposal for three EU quality logo products (Formaggio Stelvio cheese, Mela Alto
Adige apple, Speck Alto Adige ham) for the markets of Austria, Czech Republic, Germany,
Italy, aiming at increasing sales and awareness among the target groups (responsible for
purchases, journalists and opinion makers, chefs, operators of distribution). The programme
would run in the years 2014-2017, with a budget of 3.000.000 EUR. The actions foreseen are
information materials, PR, advertising campaign, workshops, food events, study tours.
122
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
1. Informing about the content, functioning and Community character of the EU Quality
logos and the EU legislation behind it;
2. Better information of the consumers (and their associations), retailers, professionals from
the food sector, journalists and opinion makers about the PDO, PGI, TSG logos;
3. Encourage producers and processors who are not producing under an EU quality logo to
adhere to these systems
4. Stimulate the demand and the consumption of the quality products by informing consumers
about the existence, meaning and advantages of the quality schemes, and by making them
acquainted with the logos, the conditions necessary to obtain the denominations, the
required checks and the traceability system
5. To induce consumers to make more informed and conscious choices, by tackling also
issues such as food safety, seasonal production, sustainability and environment friendly
production, animal welfare.
123
6. To give higher value to EU quality logos by pinpointing the strict link with the territory of
origin and its community and the in order to differentiate them from imitations and abuses
Strategy :
The following are the main axes of the strategy of the campaign:
- use of "testimonial" products: the concrete agricultural quality products that will be used in
the campaign are real examples of "tangible objects" representing and translating into
practice the EU concepts and policies behind the "intangible object" which is the EU
quality logo;
- target groups (from various countries) with adapted messages, places and ways of
conveying messages in function of the differences in the variety of agricultural products,
knowledge of the EU logos, consumption habits;
- content of communication: coherent messages to be conveyed constitute a key part of the
programme for the attainment of the objectives and expected results. It is necessary to
create tailored, short and easy to memorize key messages that will convey the EU
dimension of the programme and its goals. Attractive and identifiable images will have to
accompany the messages for a better recognition of the programme and the EU quality
policies.
- appropriate mix of instruments: PR, events and meetings, publication of photos and short
messages in press, diffusion of information materials.
Target group(s) :
TG1: consumers and their associations – in particular persons responsible for household
purchases;
TG 2: persons working in the agri-food sector: importers, distributors buyers, retailers,
producers, processors.
TG 3: HORECA – chefs, owners of renowned restaurants.
TG4: journalists, opinion makers.
Themes :
1.
2.
3.
4.
5.
6.
7.
EU quality policy;
EU agricultural production;
Graphic symbols (logos) of quality and labeling;
Systems of checks and traceability;
EU quality designations and commercial success stories;
Safeguarding the EU agrifood diversity
Active role that the consumer can and should play in demanding a safe and quality
certified production.
Aspects covered :
quality;
food safety;
specific methods of production;
nutrition issues;
health issues;
labeling;
animal welfare;
environmentally friendly;
124
The implementing body will have the task of creating short messages that will characterize
the campaign. They will accompany the distinctive graphical images of the programme and
will be present on the information material, as an introduction to more detailed and deepened
texts, therefore, for obvious reasons, the messages will have to be short but contain key words
that will attract the attention on the EU dimension of the programme, its objectives, the value
of the designations and the EU agricultural production, for which the testimonial products are
representatives. The messages will reflect the themes above mentioned.
For each action the target group is indicated:
Action 1 – PR and information material:
- creation, production and distribution of information materials, - all targets
- basic PR, - journalists, opinion makers, multiplying effect on all target groups
- kick-off press conference, - journalists, opinion makers
- study tour in the regions of production – journalists?
- food event (only Austria and Czech Republic), cooperation with media – journalists,
opinion makers, chefs
Action 2 – On-line and paper press – all target groups
Action 3 – Specific actions for the target groups
- information/expo material, - consumers, staff in supermarkets
- information/tastings in POS in big supermarket chains. - consumers
Volume and planned schedule of the mentioned above actions has been presented in the
diagrams below:
125
Year 1
126
Year 2
127
Year 3
128
Anticipated impact:
The quantified objectives set by the campaign are:
- 10% increase of awareness about the EU quality logos/schemes;
- 5% increase of sales of the promoted products in the target markets, with an opening of the
Czech market for the Stilfter cheese (probably no sales in this market nowadays).
An objective that will be measured and is expected to be positive, but has no precise
quantified indicator is the "increase of the number of certified products in the target markets"
following the campaign.
The main features of the evaluation method are the following:
The effectiveness of the campaign will be evaluated through a set of qualitative and
quantitative assessments.
All the results will be presented in an evaluation report prepared by an independent body after
the campaign is finished.
Quantitative research will be based on 2 sets – a pre-test and a post-test at the end of the
campaign.
19 / 30
24 / 40
European dimension:
Cost/efficiency:
5 / 10
12 / 20
129
Budget by action :
€
Massnahme 1 – PR and information material: creation, production and distribution of
information materials, basic PR, kick-off press conference, study tour in the regions of
production, food event (only Austria and Czech Republic), cooperation with media
Massnahme 2 – On-line and paper press
Massnahme 3 – Specific actions for the target groups – information/expo material and
information/tastings in POS in big supermarket chains.
130
Remarks:
However:
1. On p. 18 it is mentioned that the selection of the implementing body was based on
contacting directly (by the Proposing Organisation, by mailed letter) 5 agencies (3 Italian,
2 German ones) in the market with good references, and having a good reputation in
implementing in the past activities similar to the one proposed hereby – the 5 agencies
have been invited to present their proposals for the selection of the Implementing Body: in
particular no publication of the call for tenders was made in the website(s) of the
Proposing Organisation(s) and/or of the Italian Ministry of Agriculture – the competent
national authority is invited to give an additional confirmation that the procedure was
competitive; failure to provide convincing proof that the procedure was competitive will
have to result in considering this procedure as void and in non-retaining the programme
for co-financing;
2. On p. 141 the description of the expected impact of the programme and of the
accompanying evaluation method starts, but it contains the following shortcomings to be
removed by providing appropriate thorough improvements as listed below in the next
points:
- on p. 149 there is no indication of the evaluation method to be used for assessing the
expected 10% increase in awareness (what samples' sizes, which target groups, what
technique of assessing the increase – interviews?, CATI?, other techniques?); moreover
it should be specified more in detail to which measured target this 10% expected
increase relates – is it an average increase for all target groups in all target countries, or
is it a minimum increase expected for each target group in each target country? Other
ways of interpreting this 10% increase? The indicator is also mentioned on p. 153 but
still there isn't any clarity as far as the way of measuring this indicator is concerned.
Please provide thorough and unambiguous explanations on this indicator; for the sake of
clarity, it is suggested to specify one by one in a summary table the expected increase of
awareness in each target group in each of the target markets. Finally please confirm if
there is no existing information about the consumers' behavior towards products bearing
EU quality logos, on p. 153 it is mentioned that no such available studies exist, which
131
seems to be rather unlikely for all or most of the target markets of the programme which
are among the most developed in consuming quality products; moreover to be noted that
contrarily to what is suggested, on p. 39 a study on relevant consumer behaviors in Italy
is mentioned and more in general the description of the target markets on p. 41-57
demonstrates the likely existence of supporting research and data;
- on p. 150-151 the increase of the number of registered PDO/PGI/TSG products is
expected, however there is no quantified estimate of the expected increase, especially
due to the effects of the programme, the mere assurance that a measurement of the
difference between the starting point of the number of existing registered products and
the final figures will take place is not a sufficiently defined objective (this by the way is
a description that should be in the column "instruments of verification" and not
"indicator"). Moreover is it not justified to foresee a proportionally different increase for
different markets, due to differences in production and consumption trends? Moreover
is it not possible to foresee in the programme a direct verification that a certain product
has been registered directly in relation to the efforts of the campaign (contacts with
producers etc.)?
- on p. 152 the increase of sales by 5% is foreseen, but it is not clear if it is an average
increase for all promoted products in all target countries, or is it a minimum increase
expected for each promoted product in each target country? Other ways of interpreting
this 5% increase? If there are no sales of Stilfser cheese in the Czech Republic, it is not
correct mathematically to foresee a "5% increase", as the starting point is zero (here it is
also worth noting that there is an inconsistency in the programme, as on p. 114 it is
stated that "all testimonial products are currently present in all 4 target markets", which
would include the Stilfser cheese in Czech Republic). Clear and unambiguous data on
the current levels of sales of the 4 testimonial products in each target market have to be
provided, moreover for the sake of clarity, it is suggested to specify in a summary table
one by one the increase of each of the promoted product to each of the target markets.
Finally, in the column "instruments of verification" the description of the measurement
of the sales increase should be indicated (what type of statistics?, national?, from the
sector?, what calendar of measurements?).
- some objectives (p. 152) do not have an appropriate impact indicator: one of these
objectives is "to induce consumers to make more informed and conscious choices, by
tackling also issues such as food safety, seasonal production, sustainability and
environment friendly production, animal welfare", the second one is "to give higher
value to EU quality logos by pinpointing the strict link with the territory of origin and
its community and the in order to differentiate them from imitations and abuses" please explain how these programme's objectives are going to be measured? (the mere
measurement of a possible increase of sales of the promoted quality products, as it is
suggested on p. 152, does not have to fully reflect the achievement of these objectives)
- on p. 152 the information on the sales of Alto Adige apples PGI in the Czech Republic
is not expressed clearly;
- on p. 153 a general indication of the intention to perform ex-ante, running and ex-post
tests/evaluations is presented, however the calendar of these tests should be much more
precise.
3. The market study on p. 60-61 is not sufficient (it doesn't present any trends/data on the
testimonial products, the only information in the programme eing at p. 152)), moreover it
contains no information on Austrian and Czech markets – please provide information on
the trends concerning sales and knowledge about the EU quality logos and products (and
in particular the testimonial products) proposed under these schemes by referring to the
broad presentation of these two target markets on p. 51-57;
4. On p. 72 – the description of the messages to be conveyed and of the campaign's visual is
vague and should contain more information so that it can be assessed already at the stage
132
of the proposal that they are well suited to allow achieving the objectives of the
programme, that they will form a coherent vision of the three testimonial products having
a common strong local identity, and that they will efficiently reflect the themes of the
programme - tentative examples of messages and visuals should be provided;
5. Few if any actions are directly aimed at (potential new) producers in this campaign
according to the current description of the programme, therefore it is needed to specify
better which of them are aimed at them, and how they can effectively contribute to the
expected increase of the number of new producers in the quality schemes;
Moreover:
6. On p. 80 the distribution of the quantities of the brochures and gadgets for each action and
target market where they'd be used should be indicated, apart from the general total of
388.500 and 22.500 units. Explanations on p. 80 are too vague. This information is
important in order to assess the value for money of this action and the possible impact of
the programme in all target groups;
7. On p. 75-76 the duration, indicative location and the number of invitees and the key of
their selection of the press conference, of the study tours and of the gastronomic event (the
latter only for Austria and Czech Republic) should be indicated; explanations on p. 91-92
are not sufficient; in particular it is not clear who would be the invitees to the study tours
(only journalists?, producers?, other targets?); moreover please explain why the kick-off
conference doesn't take place earlier as compared to other actions of the programme
(p.135), normally this should rather be foreseen right at the beginning of a campaign;
8. On p. 81, 83, 85, 88 (basic PR, action A.1.1) please describe in detail who would be
running the PR office, by indicating the type of personnel category, the quantity of time
needed for this service and their hourly rates;
9. On p. 82, 84, 86, 89 the items "predisposition of various materials" and "gadget" should
be explained more in detail – what is this cost for, if the design and production costs of
these items have already been foreseen before in the programme;
1. 10. On p. 82, 84, 87, 90 ("cooperation with media") please provide a much deeper break
down of the cost and describe in detail who would be running the cooperation, by
indicating the type of personnel category, the quantity of time needed for this service and
their hourly rates;
10. On p. 95 the "creation and graphics for new photo subjects" is foreseen for 12.000 EUR –
please provide a deeper breakdown of this cost and demonstrate that this price cannot be
lowered by using graphical resources from some other actions of a similar type in the
programme;
11. On p. 96-98 and 101-102 the frequency of the ads in each paper is presented – mainly it is
1 or 2 ads per year in a given magazine – is it a sufficient quantity of ads?, regardless of
the thorough explanations on p. 102, please demonstrate that such a strategy provides a
better result (impact) than focusing on fewer titles with a bigger frequency of the ads;
moreover please comment if it could be true that the price negotiation variable mentioned
on p. 102 could be made more predictable and controllable by cooperating with fewer
magazines with a bigger frequency of the ads; it is necessary to revise thoroughly the
media plan and to provide improvements in the scope needed in order to optimize its
impact;
12. On p. 104 given the overall high value of the action "production of kit for events" it is
necessary to provide a much better description of this action and a much deeper break
down of the unit cost of 407,85 EUR; moreover the distribution of the quantities of the
252 kits for each action and target market where they'd be used should be indicated;
13. On p. 105, 107, 109, 111 and 117 the unit cost of the "information/tasting event" in the
points of sales has to be broken down more, the description of the action has to be more
precise (what personnel is hired – is there no coordinator/supervisor of the promoters?,
and what materials/objects are used – size, type, surface, assumed position in the
133
supermarket), moreover the timing and location of all these events (1.512 in total in all 4
markets in the duration of the whole programme) have to be clearly indicated already at
the stage of the proposal; explanations on p. 114 are too vague and cannot be accepted,
moreover they do not seem to take into account that there will three times more actions
than described (the description clearly refers to only one year of this activity, when
comparing with the budget tables); please also present clearly the use of the 252 kits in all
the 1.512 promotions – will they rotate between the promotions, how is their rotation
going to be ensured?, at what cost?
14. On p. 106, 108, 110, 112 the background of the "speaker" has to be provided;
15. On p. 123 and 125 the background of the "moderator" has to be provided;
16. On p. 115 – what is the assumed time duration of each insert in the in-house magazine and
of each workshop in the supermarkets?
17. A specific website is not planned for the programme; however please explain much more
in detail what information on the programme (messages, themes, visuals, in which
quantity/frequency and in which part) will be available on the websites of the proposing
organisations and how the target groups will be actively encouraged to visit the pages
containing information about the programme on the websites of the proposing
organisations (p. 79); which website(s) addresse(s) would be published on the information
materials of the programme? For a further improvement of the EU dimension of the
programme, you may consider using a simple website with the ".eu" extension which for
instance may lead to the foreseen websites of the proposing organisations, please consult
http://www.ambitionhasanaddress.eu/it;
18. In the following actions please confirm that any products for it coming from the
associated producers (if foreseen) will be delivered at factory prices: catering for 35
persons (p. 81, 83, 85, 88), production of kit (p. 104), showcooking (p. 123 and 125);
19. It would be recommended to give a clearer name to the action 3 ("Specific actions aimed
at target groups"), as from the description of the action it targets only two of all the target
groups of the programme (consumers, and staff in supermarkets);
20. It would be recommended to indicate full names of the actions in the budget on p. 158
Programme eligible:
Yes/No
good/average/poor
yes
134
good/average/poor
60
2/2
(among the IM programmes from Italy in this wave)
External consultant’s opinion: yes – the expert recognizes a number of valuable points of
the programme, however they tend to suggest a refusal of the programme.
CONCLUSIONS
Observation(s):
clarifications. (communications of 23/08/13 (ARES 2921228) and additional clarifications
provided on 6/9/2013 (Ares 3010203), on 10/9/2013 (ARES 3022950) and on 11/9/2013
(ARES 3035054).
Recommendation(s) :
- To be accepted
- To be rejected
135
Member State(s):
Lithuania
Title of programme:
Information and promotion programme for EU meat products
in Russia
Lithuanian Agricultural and Food Market Regulation
Agency
L.Stuokos-Guceviciaus g. 9-12
LT-01122 Vilnius
Lithuania
Lithuanian Meat Processors Association (LMPA)
K. Donelaicio str. 2-116, 44213 Kaunas, Lithuania
not yet selected
Type of measure:
mixed
Product(s):
Meat (Processed products)
Russia (Central FD, North Western FD)
Duration:
3 years
Total budget:
3.641.926 EUR
EU Co-financing:
1.820.963 EUR
06/06/2013 (by email)
Lithuanian Meat Processors Association (LMPA) will promote during 3 years EU sausages
and other meat product in Russia for a total amount of 3.641.926 EUR. Aim is to increase the
demand for and consequently improve the export of the products in the targeted market.
Thereby final consumers will be addressed in order to stimulate a shift in purchasing
behaviour and professionals will be approached to ensure product availability on the Russian
market.
Above the line marketing (TV, press, advertisement) will be deployed to convince the final
consumers whereas the professionals will be addressed through fair participation, seminars
and business meetings on the one hand and by advertising in specialised press on the other
hand.
136
yes
not yet selected
yes
organisation(s)
yes
yes
yes
yes
yes
yes
no
yes
yes
implementing body
IB to be selected
Objective(s) :
1. To increase demand for EU sausages and other meat products in Russia by developing
preferences towards EU label and stimulating shift in purchasing behaviour.
2. To increase export of EU sausages and other meat products by facilitating cooperation
with local intermediaries with the aim to ensure product availability in the Russian
market.
Strategy :
The programme strategy: The export from the EU to Russia will be increased by improving
market penetration and developing durable final demand. It will be achieved by building
competitive advantage for the EU label based on quality and diversity and motivating to
change selection of sausages and other meat products towards the EU origin throughout the
entire supply chain - from local intermediaries (importers, wholesalers, distributors, retailers)
to final consumer.
The programme focuses on tackling 2 main obstacles: weak market penetration and the fact
137
that generally positive consumer associations with EU production does not transform into
relevant purchasing criteria. Participants in the entire supply chain - from professionals to
consumers - need:
1) to be aware of the diversity of selection and be educated on what features, guaranteed by
the EU label, mean, how they represent product quality;
2) to be motivated to make behavioural changes.
It will be achieved via extensive information and advertising campaign through mass channels
supported by in-store stimulations on the one hand, and through development of contacts with
local intermediaries explaining advantages of the EU sausages and other meat products on the
other hand.
Target group(s) :
1. Final consumers
2. Professionals, i.e., importers, wholesalers, distributors and retailers.
Themes :
1. Quality
2. Diversity
Aspects covered:
quality
safety of food
labelling
1. The EU law lays down stringent requirements guaranteeing the standards of all
European products.
2. The EU has a great diversity of meat products, with a distinct flavour and rich history,
able to satisfy various tastes.
Taking into account different needs and situation of final consumers and professional local
intermediaries the programme consists of 2 sets of coherent actions different for each of the
target groups. The professional audience is smaller in number but requires more personal
communication and more profound knowledge about the programme messages. Therefore
they will be approached via actions in press, trade fairs, info-seminars, business meetings and
advertising material. Final consumer base is much larger and therefore most of the means are
directed at mass audience - TV, press, transit. Seeking to stimulate the behavioural changes
in-store actions and advertising material are also included.
138
Breakdown of the budget and actions according to the target groups:
The intensity of the actions in the 1st year is slightly slower and increases in the 2nd and 3rd
years. 24% of the budget expenses are planned for the 1st year, which will focus on
professionals more as it is important to firstly improve availability of the products. 39% of the
expenditures for actions are planned for the 2nd year, when the focus is planned to shift more
towards consumers. 37% of the expenditures are planned for the 3rd year continuing the
actions for professionals and consumers.
All programme actions are divided into 3 groups: actions for professionals (28% of the
budget), actions for consumers (63% of the budget) and advertising material (9% of the
budget).
139
The list, volume and scope of actions:
Number of actions
Measure
1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
2
ACTIONS FOR PROFESSIONALS
unit
(1/2 A4 page)
unit
Advertising in specialized press
(1/2 A4 page)
Participation in fairs: Prodexpo (Feb.),
event
Moscow
(stand - 21 m2 )
Participation in fairs:
event
(stand - 21 m2 )
World food (Oct.), Moscow
event
(stand - 21 m2 )
Peterfood (Nov.), St. Petersburg
event
Info-seminars for professionals: Moscow
(30 attendants)
event
Info-seminars for professionals: St.
Petersburg
(30 attendants)
trip (9 meetings
Business meetings, Moscow
per trip)
trip (6 meetings
Business meetings, St. Petersburg
per trip)
Articles in specialized press
ACTIONS FOR CONSUMERS
2.1
TV advertisement: broadcasting
15 s clip in
regional TV
2.2
TV advertisement: creation
15 s clip
2.3
Transit advertising: placement
1 vehicle for 1
month
2.4
Transit advertising: production
for 1 vehicle
2.5
Articles in popular press
2.6
Advertising in popular press
2.7
Tastings and product consultations
2.8
3
In-store advertising in
the meat section
unit
(1/2 A4 page)
unit
(1/2 A4 page)
event
(500 contacts)
unit
(1 month)
ADVERTISING MATERIAL
I
II
HI
year
year
year
TOTAL
Expected
number of
contacts
25
35
33
93
5 921 317
3
10
9
22
3 300 000
3
8
6
17
2 550 000
1
1
1
3
32 145
1
1
1
3
25 545
1
0
1
2
13 030
3
2
2
7
210
1
1
2
4
120
6
7
6
19
171
6
5
5
16
96
430
743
687
1860
62 545 659
116
174
145
435
1
0
0
1
105
105
105
315
35
35
35
105
3
6
4
13
9 750 000
2
5
3
10
7 500 000
134
349
322
805
402 500
34
69
73
176
12 320 000
13 392 800
19 180 359
324 460
production twice a year
3.1
Leaflets
unit
17000
17000
17000
51000
51 000
3.2
Calendars
unit
75000
75000
70000
220000
220 000
3.3
Souvenir 1
unit
12000
12000
12000
36000
36 000
3.4
Souvenir 2
unit
5500
5400
5400
16300
16 300
3.5
Souvenir 3
unit
420
370
370
1160
1 160
TOTAL ACTIONS
68 791 436
1. ACTIONS FOR PROFESSIONALS. The summer and winter periods are planned to be less
intensive due to slowdown in business activities (due to holiday season, winter festivals). The
actions are coordinated to amplify the impact: for example, fairs are coordinated with infoseminars; additional info-seminars are coordinated with business meetings. Business meetings are
planned regularly to ensure development and maintenance of the contacts. Information and
140
advertising in press will supplement other actions by setting up a favourable context - creating
initial awareness and interests.
2. ACTIONS FOR CONSUMERS. The timing of the actions is coordinated, highest intensity is
planned in autumn and spring months. The only exception is distribution of calendars carrying the
programme messages to consumers in December by placing them in the meat section at stores.
The messages will be most widely spread using TV, press and transit advertising channels.
Behavioural shift will be stimulated with tastings and product consultations and advertising in the
stores.
3. ADVERTISING MATERIAL. The purpose of advertising material is to consolidate information
conveyed to the target audiences via other channels, to perform reminder function and also to
increase attractiveness of presented information.
The list and usage of advertising material:
Type
3.1 Leaflets
3.2 Calendars
Price,
€/unit
0.5
0.25
Quantity,
units
51,000
Consumers
220,000
Consumers
Target group
3.3 Souvenir 1 2
36,000
Consumers
3.4 Souvenir 2 5
16,300
Professionals
3.5 Souvenir 3 25
1,160
Professionals
Usage
Leaflets presenting and elaborating the messages of the
programme. Distribution at fairs, tastings, placement in the
stores.
Calendars carrying information about the programme
topics. Calendars carry additional value to consumers and
are expected to increase attractiveness of the information.
Distribution at the stores (placement in the meat section) at
the end of the year.
Distribution at locations allowing direct contact with
consumers — mainly tastings and fairs. Example of the
items: brochures, magnets, etc.
Distribution during fairs, info-seminars and business
meetings. Example of the items: catalogues, pens, blank
notes, fabric bags, etc.
Distribution during fairs, info-seminars and business
meetings. Example of the items: wall calendars, planning
diaries, wooden cutting board, gift packages, etc.
Anticipated impact:
1
1.1
1.2
2
2.1
2.2
Current
level
1st
year
2nd
year
3rd
year
1
2
3
4
Total increase
4-1
Cumulative
over 3 years
To increase demand for EU sausages and other meat products in Russia by developing preferences towards EU
label and stimulating shift in purchasing behaviour.
The share of consumers stating that EU
15.3
17
20
25
+9.7 points
+5
origin is important purchasing criteria, %
million
people
The share of consumers who have bought
30.7
32
35
40
+9.3 points
+4.8
EU sausages or other meat products over
million
the last month, %
people
To increase export of EU sausages and other meat products by facilitating cooperation with local intermediaries
with the aim to ensure product availability in the Russian market.
Export of sausages and other meat
10.4
13.0
15.6
17.9 +7,500 tonnes
+ 15,300
products from the EU to Russia, 000
tonnes
tonnes
Export of sausages and other meat
41.4
45.5
54.6
62.8
+€21.4
+€38.8
products from the EU to Russia, €million
million
million
141
Objective / indicator
1
1.1
To increase demand for EU sausages and other meat
products in Russia by developing preferences towards
EU label and stimulating shift in purchasing behaviour.
The share of consumers stating that EU origin is
important purchasing criteria, %
Method applied
CONSUMER
Regions:
SURVEY
Central, North
Western FDs N
= 500 Phone
call survey
Regularity
After each
programme
year
ANALYSIS OF
OFFICIAL
STATISTICS
After each
programme
year
1.2
The share of consumers who have bought EU
sausages or other meat products over the last month,
%
2
2.1
2.2
To increase export of EU sausages and other meat
products by facilitating cooperation with local
intermediaries with the aim to ensure product
availability in the Russian market.
Export of sausages and other meat products from the
EU to Russia, 000 tonnes
Export of sausages and other meat products from the
EU to Russia, €million
28/30
40/40
European dimension:
Cost/efficiency:
8/10
18/20
142
Sources:
national
statistical
authority,
Eurostat
CN codes:
16010091;
16010099
BUDGET BY ACTION :
1
€
ACTIONS FOR PROFESSIONALS
I year
II year
Budget, €
III year
TOTAL
237 040
295 050
309 840
841 930
1.1
Articles in specialized press
26 100
87 000
78 300
191 400
1.2
Advertising in specialized press
24 600
65 600
49 200
139 400
43 895
43 895
43 895
131 685
37 115
37 115
37 115
111 345
34 310
0
34 310
68 620
1.3
Participation in fairs: Prodexpo (Feb.), Moscow
World food (Oct.), Moscow
Peterfood (Nov.), St. Petersburg
1.4
1.5
1.6
Info-seminars for professionals: Moscow
30 000
20 000
20 000
70 000
1.7
1.8
Info-seminars for professionals: St. Petersburg
Business meetings, Moscow
8 500
17 520
8 500
20 440
17 000
17 520
34 000
55 480
1.9
Business meetings, St. Petersburg
15 000
12 500
12 500
40 000
409 630
783 730
711 540
2.1
2.2
TV advertisement: broadcasting
TV advertisement: creation
52 200
15 000
78 300
0
65 250
0
195 750
15 000
2.3
Transit advertising: placement
36 750
36 750
36 750
110 250
2.4
Transit advertising: production
24 500
24 500
24 500
73 500
2.5
Articles in popular press
38 100
76 200
50 800
165 100
2.6
Advertising in popular press
24 400
61 000
36 600
122 000
2.7
Τastings and product consultations
109 880
286 180
264 040
660 100
In-store advertising in the meat section
108 800
220 800
233 600
563 200
89 250
87 500
86 250
263 000
8 500
8 500
8 500
25 500
2
ACTIONS FOR CONSUMERS
2.8
3
ADVERTISING MATERIAL
1 904 900
3.1
Leaflets
3.2
Calendars
18 750
18 750
17 500
55 000
3.3
Souvenir 1
24 000
24 000
24 000
72 000
3.4
3.5
Souvenir 2
Souvenir 3
27 500
10 500
27 000
9 250
27 000
9 250
81 500
29 000
1 166 280
1 107 630
3 009 830
190 087
180 704
492 022
TOTAL ACTIONS
4
735 920
OTHER DIRECT EXPENSES
122 231
4.1
3 483
3 483
3 483
10 449
4.2
Implementing body's fee (13%)
95 670
151 616
143 992
391 278
4.3
Evaluation of the results (3%)
22 078
34 988
33 229
90 295
857 151
1 356 367
1 288 334
3 501 852
TOTAL DIRECT EXPENSES
5
Applicant's expenses (4%)
TOTAL
34 286
54 255
51 533
140 074
891 437
1 410 622
1 339 867
3 641 926
I year
€
II year
%
€
III year
€
%
TOTAL
%
€
%
EU
445 718,5
50%
705 311
50%
669 933,5
50%
1 820 963
50%
LITHUANIA
267 431,1
30%
423 186,6
30%Θ 401 960,1
30%
1 092 578
30%
LMPA
178 287,4
20%
282 124,4
20%
267 973,4
20%
728 384
20%
TOTAL
891 437
100%
1 339 867
100%
100%
1 410 622
143
3 641 926
100%
Remarks :
yes
Page 8 of proposal: Three major LMPA members have committed themselves to co-finance
20% of the programme; how will LMPA guarantee the generic character of the programme?
Page 9 of proposal: Indicate how Art 13§2 of EC Reg. N° 501/2008 will be respected?
Page 12-13 of proposal: Give more concrete details on the specific meat products that will be
used in the programme, and motivate the choice.
Page 34 of proposal: Objective 1: what "EU Label" is meant to be used in the programme?
Page 38-39 of proposal: Target groups need to be more specified and quantified: "final
consumers" is too wide as a basis for a good media plan and the market analysis doesn't give a
precise indication of the key decision takers amongst the professionals; who will be the prior
targeted professional during the three year programme: the importer or the wholesaler?
Page 46 of proposal: Provide more details in relation to the cost build up (unit price) of the
placement cost of the articles and advertisements.
Page 48-51 of proposal: Explain why for a 5 day event (Prodexpo Moscow) 7 day subsistence
allowance is counted for the attending personnel. Same request for World Food Moscow (4
day event, 6 day of allowance) and Peterfood St. Petersburg (3 day event, 4 days allowance).
Page 52 of proposal: Provide more details concerning the cost build up for the Presentation at
the info-seminars, and explain the difference of 1.000 EUR between Moscow and St.
Petersburg.
Page 57 of proposal: Provide more details on the cost build up of the placement cost for the
articles and advertisements in popular press.
Page 58 of proposal: More details are needed in relation to the selected stores where tastings
& product consultations & in-store advertising will take place; also motivate the choice of
venues.
Page 66 of proposal: Explain what is meant with "EU organic agriculture" in the context of
this programme's EU dimension. The programme's aim appeared to be to inform about a
national quality scheme concerning meat without any reference to organic agriculture.
Page 67 of proposal: A mistake was made in the budget table (action 1.4); according to the
information on page 50 the amount should be 37.115 EUR instead of 35.385 EUR; please
adjust the budget table and the financing plan accordingly, and make sure that the financial
commitments are adjusted accordingly.
good
average
yes
144
good
94/100
1/4
not applicable
CONCLUSIONS:
Observation(s)
Following the request for additional information (30/07/2013 – Ares 2937997) LT sent us on
30/08/2013 a letter (Ares 2949812) with the requested information.
A note to the file (Ares 3013529) was added to the fiche.
Recommandation(s)
- To be accepted
- to be accepted provided the proposing organisation gives a satisfactory reply to the above
observations
- To be rejected
145
Etat membre:
Lituanie
Titre du programme:
Augmentation en Lituanie de l’intérêt et promotion des
ventes de fruits et légumes produits dans l'UE
Organisme compétent:
Lithuanian Agricultural Products and Food Market
Regulation Agency
Organisation proposante:
Association Baltic Agriculture and Business (BAB)
Organisme d’exécution:
non encore sélectionné
Type de mesure:
Produits:
fruits et légumes frais
Etat membre ciblé:
Lituanie
Durée:
3 ans
Budget total:
2 801 811 €
06.06.2013
The programme aims at promoting consumption if fresh fruits and vegetables produced in the
EU. The national consumption habits In Lithuania are much lower than the EU average for
such products, and it has even decreased in recent years. By promoting the high quality level,
security, diversity, benefits and attractivity of the EU production, the programme pretends to
inform households, children and adolescents, mass caterers and increase their awareness of
the potential benefits for public health of en increased consumption if fresh fruits and
vegetables. Il will thus improve the value added of such a production, employment and
income in the rural world, in line with the CAP orientations. Press campaign (TV, radio,
printed press), degustations, animations on points of sale, participation in local/national fairs
in Lithuania, electronic medias, brochures and leaflets form part of the joint strategy of the 3
years throughout the country.
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oui/non
pas encore
oui/non
l’organisation proposante
oui/non
oui/non
à l’exception des désignations basées sur réglementation
communautaire
oui/non
Les produits/pays cibles sont éligibles
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
à vérifier
Objectifs :
- modifier les habitudes alimentaires des consommateurs (spécialement enfants et
adolescents) en les encourageant à consommer des fruits et légumes produits dans l'UE
- encourager une consommation régulière et fréquente de fruits et légumes frais produits dans
l'UE en informant sur la qualité, la diversité, la sécurité et les bienfaits de la production de
l'UE
- moderniser l'image des fruits et légumes transformés et les rendre plus attractifs pour les
consommateurs européens.
Stratégie :
- élargir le marché et permettre un futur développement de la demande de fruits et légumes
frais cultivés dans l'UE
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- augmenter la conscience du consommateur sur les bienfaits et l'impact positif des fruits et
légumes pour la santé
- encourager les consommateurs à inclure les fruits et légumes dans leur alimentation
quotidienne
- présenter les normes de qualité exclusives et les exigences de l'Union pour la culture et la
fourniture de fruits et légumes frais
Le programme cible d'une part l'insuffisante connaissance du consommateur pour les fruits et
légumes frais et son attitude vis-à-vis de ces produits, qu'il ignore largement dans ses choix
alimentaires. L'objectif est donc de stimuler effectivement la consommation en développant la
prise de conscience de la nécessité d'équilibrer la diète alimentaire quotidienne dans un sens
plus favorable à ces produits. Les promoteurs du programme ont b ainsi retenu les ménages
d'une part, les enfants en établissements scolaires d'autre part comme les groupes cibles
principaux susceptibles d'être les plus réceptifs aux valeurs de la campagne d'information
envisagée.
Le programme cherche à atteindre ces deux groupes en recourant aux moyens d'information
les plus influents: TV, Internet, radio et presse, pour attirer l'intérêt sur les fruits et légumes
frais et informer sur leur influence bénéfique. Les actions sur les points de vente et les foires
spécialisées viennent en complément des présentations ludiques, des spectacles animés et la
dégustation de produits aideront à renforcer l'image positive de produits naturels et frais, et à
créer ainsi de nouvelles habitudes de consommation à long terme chez les enfants et les
adultes. L'action vers les traiteurs de masse (restaurateurs, y compris les cantines scolaires et
restaurants plus spécialement tournés vers les enfants), par des présentations spéciales
utilisant différentes sources d'information et du matériel professionnel, renforcera cette
sensibilisation.
Une structure de coordination sera créée, associant les divers partenaires et veillant à la
cohérence du programme et de ses diverses actions, séparément et entre elles. Le programme
étant directement relié à des considérations de santé publique, l'approbation par le ministère
de la santé a d'ores et déjà été reçue et toutes les allégations en la matière seront validées par
les autorités nationales compétentes.
Cibles :
- Ménages
- Traiteurs de collectivité
- Enfants et adolescents
Thèmes :
Les thèmes traités dans ce programme sont basés sur le Règlement 501/2008 Annexe 1 pour
les fruits et légumes frais. Ils sont les suivants :
- Les fruits et légumes dans la nutrition quotidienne sont bénéfiques pour la santé,
spécialement pour les enfants et les adolescents: la pluralité recommandée de
consommation (5 par jour), la fraicheur et le caractère naturel garantis, la facilité et la
simplicité de consommation satisfont le consommateur et son confort.
- -les fruits et légumes cultivés dans l'UE répondent aux exigences strictes de qualité des
produits, tant dans le processus de production que dans les normes élevées appliquées pour
garantir la qualité du produit, sa valeur nutritionnelle et son goût.
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Aspects couverts:
qualité
aspects sanitaires
étiquetage
- Une consommation régulière de fruits et légumes est bénéfique pour les consommateurs,
spécialement les enfants et les adolescents
- Les fruits et légumes produits dans l'UE répondent à une règlementation stricte garantissant
leur qualité
A partir de l'expérience du marché et étant donné le spectre d'information à diffuser, la
manière la plus efficace de communiquer les thèmes du programme et de construire une prise
de conscience réside dans le contact direct et indirect avec le public complété par du matériel
d'information pour consolider le niveau de connaissance ainsi atteint. Deux manières de
s'adresser au consommateur sont planifiées:-une communication directe par divers
événements comme les foires spécialisées, avec le but d'atteindre et d'influencer les ménages,
l'un des groupes cibles les plus importants, responsable des choix et des achats de produits
- des présentations thématiques pour toucher un groupe de professionnels, les traiteurs en
restauration collective
- des dégustations et attractions pour un plus vaste public sur les points de vente, y compris à
destination des enfants et adolescents
Cette communication directe est soutenue par la distribution de matériel d'information coloré
et attractif. Cette stratégie permet une plus grande efficacité dans la reconnaissance des fruits
et légumes européens et de leur exceptionnelle qualité.
Les actions indirectes, différenciées en fonction des divers groupes cibles de consommateurs,
portent sur la diffusion, par les canaux électroniques et les médias, d'une information qui peut
être répétée, mise à jour et transmise sans délai. Une campagne d'information sur les médias
et canaux électroniques est accessible plus longtemps, ses allégations semblent plus fiables et
plus autorisées, et les destinataires acquièrent ainsi une perception plus profonde et plus
interactive. Tous les moyens de communication ont été sélectionnés pour leur facilité à
atteindre l'audience cible, à accroitre son intérêt et à la persuader d'effectuer un choix motivé
et à long terme, susceptible de se prolonger au-delà de l'accomplissement du programme luimême.
Evénements spécialisés
Il s'agira d'activités diverses orientées vers différents groupes-cibles: participation à 39 foires
commerciales et expositions spécialisées. Il s'agit de différents événements tournés vers des
publics cibles différents: 39 foires de l'agriculteur, sur des places publiques. Ce type
d'évènement s'est développé depuis quelques années et connaît un succès croissant, lié à la
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recherche de produits authentiques et dans lesquels on peut avoir totale confiance. 30 de ces
foires durent une journée, sauf les marché de Noël et marché de Noël et du nouvel an qui
durent 3 et 2 jours. La plupart ont lieu à Vilnius. Les foires saisonnières (Foire des moissons,
Geguzine Fair, foire de l'été sain, en lien avec des évènements thématiques (World food day
et événements reliés à des congés annuels de Noêl, Nouvel an, sont utiles pour promouvoir les
produits frais et naturels cultivés en Lituanie et dans les autres pays membres de l'UE.
Il est également prévu de participer à la fameuse Foire de Vilnius et de la Lituanie en y
invitant des participants de tout le pays et de l'étranger. La tradition de la St Casimir par
exemple remonte à quelques siècles et elle est devenue un événement significatif qui dure 3
jours et attire plus de 2 000 participants de la Lituanie et des pays voisins et parfois un demimillion de visiteurs, dont des Polonais, Lettons et Biélorusses, susceptibles d'élargir l'audience
du programme.
Sont également prévues des foires et expositions internationales pour l'agriculture et
l'alimentation (AgroBalt et Kg paséis) qui sont des événements importants pour l'agriculture
et ont lieu dans les deux plus importantes villes, Vilnius et Kaunas, avec une popularité
grandissante. Des dégustations de produits, une information sur les manières de préparer les
plats, la mise en valeur des bienfaits nutritionnels d'une alimentation meilleure apportent une
occasion exclusive de promotion directe plus efficace pour susciter l'intérêt du consommateur
et forger de nouvelles attitudes envers les produits frais en naturels, la claire traçabilité des
produits de l'UE, leur diversité, leur bénéfice pour le consommateur. Deux stands seront
utilisés pour les diverses productions et une information parallèle aux dégustations On prévoit
5 à 10 000 visiteurs/jour pendant les marchés ouverts d'une journée et 20 000 dans les foires
de villes et expositions internationales. Le total des 37 participations devrait permettre de
toucher 350 000 à 400 000 personnes, essentiellement du groupe-cible ménages.
Les conférences spécialisées pour traiteurs en restauration collective, au nombre de 12,
seront tenues chaque trimestre pour promouvoir les idées modernes et la vogue d'un mode de
vie sain et d'une nutrition saine. Ce créneau est considéré utile pour disséminer le message du
programme à des experts en nutrition, des traiteurs pour collectivités (restaurants, cafés,
cantines scolaires et préscolaires etc.), afin d'accroître leur intérêt et de les encourager à
inclure plus de fruits et de légumes dans leur activité quotidienne, en privilégiant les
ingrédients végétaux aux produits animaux. Il est prévu d'inviter 2 orateurs de différents
milieux: un nutritionniste ou médecin et un expert de l'alimentation. Les participants (environ
100 par séance de 4 heures) devraient s'élever au total à 1200 personnes.
La participation aux foires (37 216€) et les conférences spécialisées (23 040€) représentent
40% des dépenses de communication directe, et environ 2% du budget total.
Information sur les points de vente
Ces actions ont lieu dans des magasins, sur des places du marché et dans des supermarchés; il
est prévu une dégustation de produits et une présentation de la qualité par des mesures
directes de communication attractives pour les consommateurs. Des actions de 3 heures sont
programmées dans les plus grandes foires comme Gariunai Farmers's Market à Vilnius (8-10
000 visiteurs par jour et dans des marchés agricoles plus modestes (Kaunas, Ukininku
trugelia) avec environ 3 000 clients/jour. Cette mesure a été retenue car elle permet une
introduction directe du produit sur le marché et elle attire l'attention des consommateurs tout
en maintenant le contact avec les consommateurs existants. Elle permet un feedback de leurs
opinions immédiates, de leurs idées et affirmations. Ce type de marchés a une vogue
croissante auprès des consommateurs, qui identifient l les agriculteurs comme des
fournisseurs sûrs et fiables, capables de présenter une qualité élevée pour un prix raisonnable.
A noter qu'en Lituanie la tendance reste à a acheter majoritairement les légumes auprès du
producteur ou des marchés d'agriculteurs. En outre, ces actions de dégustation seront
organisées à destination des enfants et adolescents, avec présentation des principales qualités
des fruits et légumes par des acteurs professionnels et une animation adaptée à ce public.
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Coût total de la mesure: 203 528€, (env. 7,2 % du budget total)
- dégustations pour enfants: 72 actions prévues, employant des images de "fruits et
légumes qui marchent", distribuant des fruits et légumes frais en même temps que des
dépliants d'information avec des images attractives de la production de l'UE. Les actions
ont lieu dans des magasins, places du marché et supermarchés de 18h à 19h, moment où on
peut toucher un nombre suffisant d'enfants accompagnant leurs parents pour les achats. Les
consommateurs adultes fréquentent les places du marché principalement le week-end, dans
des villes comme Vilnius et Kaunas. Dans ce cas, les présentations sont programmées le
samedi et le dimanche de 11h à 12h. 24 actions par an (18 à Vilnius). Chaque année, 6
dégustations sont en outre prévues dans d'autres grandes villes. Enfin, des dégustations de
produits cibles sont prévues pour les adultes, de manière créative, comme dans une cour de
ferme. Coût de la mesure: 63 504 €, env. 2,2% du budget total)
- dégustations pour ménages, "en direct de la cour de ferme". Elles sont prévues
confortables et attrayantes, en jouant sur l'image d'une cour de ferme; elles ont lieu dans des
magasins, places du marché et supermarchés, en fonction de l'affluence et de la réputation
des lieux choisis. La durée dépend de l'affluence. On escompte 36 000 contacts (env. 500
par action)-, pour 72 dégustations en tout, dont 18 par an à Vilnius et 6 par an à Kaunas.
Ces actions ne seront pas toutes programmées à la même heure, pour ne pas toucher la
même clientèle. Coût de la mesure: 80 624 € (env.2,6% du budget total)
- animations en points de vente
Une action animée est programmée, pour renforcer les images positives de fraicheur et de
naturel, en incitant de jeunes enfants à créer des personnages amicaux et sympathiques.
Public escompté: 130 consommateurs potentiels par action de 2 heures. Le scénario sera
adapté selon les évènements; sur base d'un canevas type, avec 1 acteur animateur. Des
dégustations sont prévues pour les enfants. Coût de la mesure: 59 400€, (env. 2,1% du
budget total)
Radio, télévision, presse
Il s'agit de moyens indirects mais relativement efficaces pour toucher tous les groupes cibles
du programme. Les actions audiovisuelles portent sur des reportages télé et radio tandis que
de l'information est diffusée à la presse. Coût total: 1 624 514€ (env. 59% du budget total)
- Radio : tout au long du déroulement du programme, en association avec des jeux pour les
jeunes consommateurs (sur une base mensuelle), avec un accent un peu plus marqué en
année 2 et 3. Elle permet d'atteindre indirectement un plus large public; de plus en plus de
personnes écoutent en effet dans leur voiture ou sur leur lieu de travail. Il est prévu de
recourir à l'une des stations les plus populaires, avec une audience jeune, réceptive et à
l'esprit ouvert. Des interviews en live de5 mn sont prévues, pour diffusion en semaine (6 à 9
jours par mois), avec des annonces préalables et des extraits à titre d'amorce d'audience.
300 diffusions sont prévues (100 par an). D'autre part des flashs commerciaux courts et
intensifs sont prévus, avec des messages clairs sur la variété, la qualité et les bienfaits de la
consommation des produits du programme. Ces messages changent selon les saisons, les
évènements prévus et les réactions anticipées des consommateurs potentiels. Des jeux
radiophoniques pour les jeunes auditeurs sont prévus dans les programmes pour enfants,
avec des quiz et des puzzles radio en lien avec la thématique du programme (réponse pas
mail ou appel téléphonique Ces jeux auront lieu 6 à 9 fois par mois, l'après-midi, moment
de loisir des jeunes auditeurs. Total prévu: 300 (100 par an) Toute l'information transmise
par radio concerne les fruits frais et les légumes de l'UE, avec l'accent sur leur variété et
leur qualité, ainsi que les normes de production, de distribution et d'étiquetage.
Coût total: 338 340 €
- Télévision : elle a été retenue de par ses avantages indéniables en termes d'efficacité et de
capacité à fournir le meilleur accès aux consommateurs de masse (99,3% de la population
possède un récepteur) et l'écho obtenu est plus intensif et plus profond que par d'autres
151
canaux. Il est prévu des émissions et des spots et insertions publicitaires sur des shows
populaires des chaines nationales, à destination des adultes, notamment des femmes
moyennement cultivées, de 20-45 ans avec un revenu moyen ou supérieur, leur préférence
alimentaire étant décisive pour la famille. Les enfants et adolescents sont retenus par
ailleurs pour leur sensibilité aux annonces vidéo et leur tendance à faire confiance à ce qui
leur est présenté: ils voient 15 annonces alimentaires par jour à la télévision, à 98% pour
des produits riches en matière grasse, sucre, sodium. Les publicités qui leur sont destinées
présenteront des manières malsaines de manger, avec leurs résultats négatifs: des messages
adaptés aideront à développer leur consommation de fruits et légumes frais.
Les programmes d'information (45 mn) seront diffusés sur l'une des chaines principales, le
week-end; ils présenteront des produits d'une exceptionnelle qualité, ainsi que les méthodes
et exigences du stockage, de la distribution et de la vente. Principaux objectifs; informer le
groupe cible sur les bienfaits des produits, encourager une plus grande fréquence de
consommation, accroitre la conscience pour les produits de l'UE. Sont prévues des
interviews de nutritionnistes, de vedettes, d'athlètes et de partisans du régime végétarien; le
but est d'approfondir la compréhension pour une nourriture saine et des produits naturels de
l'UE. A destination des plus jeunes, les messages seront présentés d'une manière ludique,
avec le concours de chefs connus ou comme simples leçons pour éviter les déceptions dans
la préparation des repas. 30 programmes prévus, sur 3 ans.
Des insertions publicitaires pour adultes sont également prévues au cours d'une émission
populaire et diffusée aux heures de grande écoute (par ex 19h en semaine) sous forme de
publicité "cryptée", plus efficace et moins agressive, plus facilement acceptée. Sur une
saison de 5 mois, 39-40 épisodes cryptés sont prévus. Enfin, les spots sur les canaux
nationaux (30 s. 2004 diffusions) jouent plus efficacement sur la conscience du
consommateur et sur ses attitudes car ils sont compris plus facilement et plus rapidement. Il
est prévu de retenir l'un des canaux les plus populaires; le message reprendra les principaux
thèmes de la campagne.
Au total, la TV devrait être l'un des outils les plus influents pour atteindre les objectifs du
programme, induire des changements dans les habitudes de nutrition, spécialement des
enfants et adolescents, et encourager les consommateurs à choisir les fruits et légumes de
l'UE en informant sur la qualité, la sécurité et les bienfaits de ceux-ci.
Enfin, des flash TV sont prévus sur les points de vente (audience attendue: 230 000 pers.
pour une diffusion de 200 fois par jour, 7 jours/mois, avec des messages courts, clairs et
attrayants. L'efficacité de ce type d'annonces est jugé supérieure car l'intervalle avec l'acte
d'achat est quasi inexistant.
Ces diverses formes de diffusion TV devraient au total atteindre 1,5 million de personnes.
Coût total 1 248 120 €
Presse
Articles, communiqués et annonces aident à atteindre indirectement la plus large audience, et
à un prix relativement plus bas. Des annonces sur les principaux thèmes et messages du
programme sont prévues dans les journaux nationaux, en fonction de leur diffusion et de leur
coût. Des articles spécialisés et communiqués sont prévus dans ces mêmes journaux
nationaux et régionaux. Cette campagne est complémentaire des autres car elle touche une
large audience, renforce l'acceptation des principes de la campagne d'information, les textes
dans la presse comportant une image de sérieux; en outre l'effet induit potentiel es important
par le bouche-à-bouche. Il est en outre prévu de diffuser des communiqués de presse aux
agences lituaniennes pour informer les grossistes en restauration collective des actions
menées à leur intention.
Au total, pour les différentes formes de cette campagne médias, est prévue une campagne
de 300 émissions radio thématiques, de 300 jeux thématiques et de 30 programmes TV
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conjointement avec 2 240 radios commerciales, 120 insertions promotionnelles dans des
shows TV, 2004 spots TV (30s), soit au total 50 400 spots TV au total tant sur els points de
vente que dans les divers types de médias. Ces mesures sont d'une intensité différente, d'une
portée et d'un impact variables envers el consommateurs. Ensemble, elles constituent une
panoplie structurée; elles représentent ensemble 78% du coût du programme, ce choix se
justifiant de par leur capacité à toucher ensemble des groupes cibles. Radio et presse écrite
devraient toucher env. 1 million de personnes et la télévision 1,5 million.
Coût total presse: 74 304 €
Médias électroniques
Choisi pour son potentiel d'accès, le web comprend une large gamme d'informations archivées
et organisées de manière à garantir une utilisation simple et pratique et une diffusion sans
délai. Sont compris un site web (formulation de la conception, design et mesures techniques,
création de matériel visuel, renouvellement et maintenance) Les dépenses sont calculées sur
base de devis demandés aux fournisseurs. Des articles online (coût individuel: 575 €) sont
également prévus (création et placement sur des sites populaires, les dépenses sont calculées
sur base de devis des fournisseurs de service) et des bannières (création thématique,
placement sur des sites sociaux populaires; dépenses calculées sur base de devis des
fournisseurs) Il est prévu de créer et de placer 108 articles sur la période de l'action, de
diffuser les bannières 300 jours; cette fréquence est considérée optimale pour créer de la
publicité et promouvoir le programme et ses thèmes parmi tous les groupes cibles. Il est prévu
de toucher env. 100 000 personnes sur les 3 ans par le site web, et on espère une audience
similaire pour les réseaux sociaux (Facebook), avec des messages renouvelés chaque jour;
l'animation et la mesure d'audience du site sont confiées à des spécialistes reconnus. Toutes
ces actions bénéficieront d'expériences antérieures. Les articles devraient toucher env. 200
000 personnes sur les 3 ans. Enfin, les bannières, qui seront en place pendant 196 jours à
raison de 4 jours avant un événement et sur les principaux sites populaires du pays devraient
être répétées 80 000 fois et atteindre 500 000 contacts tout au long du programme.
Coût total: 275 576 €
Autres outils
Cet ensemble de mesures inclut le matériel de promotion visuelle qui sera distribué à
l'occasion de diverses actions directes et indirectes du programme. Des dépliants et des
brochures sont considérés comme un complément mais constituent un plus significatif pour
créer des contacts directs avec les consommateurs, capter favorablement leur attention sur le
thème promu et finalement pousser et promouvoir l'image des produits cibles et communiquer
le message du programme. Sont prévues des brochures (12, à raison de 4 par an) reprenant les
principales informations du programme, avec des images attractives des produits cibles et des
explications sur leur origine, les exigences auxquelles ils répondent et leur impact pour le
consommateur. Des indications précises sur les lieux et modes de distribution sont également
données, et des exemplaires adaptés et mis à jour sont prévus pour les grossistes de la
restauration collective. 150 ex. sont prévus par événement et 1800 ex. au total pour tout le
programme. Les dépliants sont prévus pour une présentation courte mais attrayante de la
thématique du programme, avec des indications sur les caractéristiques et exigences de la
production européenne, et sur les initiatives à venir. La distribution aura lieu durant les foires
agricoles et sur les points de vente lors des dégustations. 1000 ex sont prévus par jour et par
événement, soit 276 000 au total. Le total de ces mesures s'élève à 2,5 % du budget et vient en
soutien des mesures programmées.
Coût total: 58 881 € (2,1% du budget total);
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L'impact ultime espéré du programme est d'augmenter progressivement la demande; il prend
en compte les spécificités du marché local concerné et devrait donc élever le taux de
connaissance du consommateur sur les bienfaits des produits frais et naturels et induire une
meilleure identification et une plus grande acceptation des produits agricoles de l'UE en
Lituanie. L'éducation et l'information du consommateur, avec des mesures spécifiques pour
les enfants et adolescents, sont complémentaires pour accroître l'intérêt, l'acceptation et
conséquemment, la demande. Les changements attendus dans l'attitude des consommateurs se
résument comme suit:
- augmentation de 28 à 40% des adultes consommant plus d'une fois par jour des fruits frais
- nombre d'adultes consommant plus d'une fois par jour des légumes frais passant de 16 à
30%
- pourcentage d'élèves mangeant plus d'un fruit frais par jour passant de 23% à…%
- pourcentage d'élèves mangeant plus d'un légume frais par jour passant de 16% à 30%
- part des consommateurs connaissant la qualité du produit et les normes de sécurité de l'UE
en hausse de 21%, de 19% à 40%
- part des consommateurs qui reconnaissent les avantages des fruits et légumes frais de l'UE
et font leur choix en conséquence passant de 29% à 45%
Les études de connaissance du consommateur sont considérées comme la meilleure méthode
pour suivre l'évolution. L'impact du programme sera déterminé en fonction des changements
constatés dans la conscience du consommateur pendant la période de mise en œuvre des
mesures. La première étude a été menée avant la préparation du programme, de manière à
quantifier le point de départ; elle sera répétée chaque année selon la même méthodologie. Les
études de comportement du consommateur jugent pour leur part des résultats de leur attitude
d'achat et de consommation et révèlent l'impact des actions d'information: elles font ressortir
les changements d'attitude en mesurant et en comparant les données générées pour les
produits concernés, avant et après les mesures. Des évaluations auront lieu chaque année pour
mesurer systématiquement les résultats des actions. Dans un souci d'impartialité, elles seront
confiées à un ou des organisme(s) extérieur(s) indépendant(s) expert(s) en la matière. 3% du
budget sont prévus à cet effet (74 294 €) et les études programmées pour nov-déc 2014, 2015
et 2016.
Dimension européenne du programme :
Les retombées à long terme de ce programme au niveau européen seront une meilleure et plus
large application de la Politique Agricole Commune à l’horizon 2020, avec un concours direct
à la stratégie Europe 2020 et au programme national lituanien de 2012 Le programme répond
aux orientations de la PAC, qui privilégie le soutien à une agriculture garantissant la sécurité
alimentaire, un usage durable des ressources naturelles et la dynamisation des zones rurales,
ainsi que la croissance et l’emploi. Il contribue en outre aux priorités du livre vert sur la
promotion et l'information sur les produits agricoles: mieux expliquer aux consommateurs les
efforts des producteurs UE pour atteindre le plus haut niveau de qualité, offrir la gamme la
plus large de produits et de goûts en provenance des différentes régions, aider les producteurs
UE face à de nouveaux défis, notamment à une situation économique imprévisible.
Les mesures d'information sont destinées au marché local, où la consommation de fruits et
légumes frais diminue, et sont choisies pour délivrer des messages illustrant les
caractéristiques spécifiques des produits européens, leur qualité, les aspects gastronomiques,
les questions de santé, le développement durable et la sécurité. En accroissant le goût du
public pour les fruits et légumes frais de l'UE il contribue à l'accroissement de la valeur
ajoutée du secteur agricole européen, en augmentant la conscience du consommateur sur la
qualité, la diversité, la disponibilité de ces produits, il améliore l'image de marque de la
production de l'UE et stimule ainsi une consommation en déclin et dont il souligne la valeur
154
nutritionnelle et les effets en termes de diète alimentaire équilibrée, en particulier pour les
groupes cibles retenus (ménages, enfants et adolescents, grossistes en restauration collective,
leaders d'opinion sur les groupes considérés) Les mesures à destination des jeunes sont
notamment complémentaires de la formation de leurs habitudes alimentaires et répondent aux
orientations nationale et européenne en ce sens.
En outre, le programme aura des retombées concrètes en termes de développement rural en ce
sens qu'il développera la prise de conscience de l'importance des produits de l'UE, de par leur
qualité, confortant ainsi ni leur compétitivité au-delà du simple choix de prix. Il développera
également la prise de conscience chez le consommateur de l'importance de l'environnement et
du paysage, grâce à des méthodes de production qualitatives et respectueuses de
l'environnement et des exigences du développement durable. Il aidera enfin à améliorer la
qualité de la vie dans les zones rurales et à diversifier leur économie en incitant les
producteurs à s'orienter toujours plus vers les marchés et les produits à plus forte valeur
ajoutée, consolidant ainsi leur situation économique et sociale.
EVALUATION DE L’ETAT MEMBRE :
Coût/efficacité :
19/30
40/40
8/10
11/20
155
€
PLAN DE FINANCEMENT EN EUROS :
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
447 947
268 768
179 179
895 894
%
50
30
20
100
ANNEE II
478 713
287 228
191 485
957 426
156
%
50
30
20
100
ANNEE III
474 245
284 547
189 698
948 491
%
50
30
20
100
TOTAL
1 400 905
840 543
560 362
2 801 811
%
50
20
30
100
Remarques :
oui/non
- préciser quels fruits et légumes frais seront plus particulièrement concernés par le
programme
- p.29 corriger le libellé exact de la campagne européenne, qui n'est pas 5 fois par jour mais
au moins 5 fruits et légumes par jour
- pour les dégustations sur les foires et expositions, apporter la garantie que les produits pour
les dégustations seront fournis au prix coûtant, et corriger si nécessaire les montants prévus
à cet effet dans le budget.
- de même pour les dégustations (enfants, en direct de la cour de ferme, points de vente)
- pour l'insertion promotionnelle (télévision), le libellé de la p. 4" n'est pas clair; préciser
combien d'annonces il y aura, par action et au total
- p. 47 (other channels) il y a une erreur dans la rubrique Total du tableau 26, à corriger.
Oui/non
78/100
4/4
CONCLUSIONS:
Observation(s)
Recommandation(s)
- à accepter
- à rejeter
157
Member State(s):
GREECE - ROMANIA
“Promotion of EU PDO/PGI Products in USA and M.
East”
Ministry of Rural Development and Food, GREECE /
Ministry of Agriculture and Rural Development,
ROMANIA
1. UNION of Producers of PDO/PGI products
(Greece) Krokos Saffran Kozani (Coordinator) - Kourellas
SA
2. SC SONIMPEX SERV COM SRL (Romania)
Νot yet selected
Type of measure:
mixed
Product(s):
PDO/PGI products
USA, Middle East (United Arab Emirates & Saudi Arabia)
Duration:
3 years
Total budget:
3.845.256 €
EU co-financing:
1.922.628 €
14.6.2013
The programme promotes and provides information on PDO and PGI products from Greece
and Romania. The objectives of the programme are the improvement of their image and the
increase of their demand in the target markets of USA and Middle East. The actions of the
programme comprise presentation in the internet, advertising on TV and the press,
participation in trade fairs, public relations and a series of printed materials for information
and advertising purposes. The programme has a budget of 3.845.26 € and its duration is 3
years.
158
Yes/No
N/A
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
N/A
Objective(s)
1. Improvement of the image of PDO/PGI products as high quality products +50%.
2. Enhancement of the demand for PDO/PGI products +20%.
Strategy :
The strategy has been drawn in such a way to increase awareness and demand of PDO and
PGI products in the targeted markets. The programme is designed in line with EU Regulations
on promotion where multi country cooperation is increased between participant organizations.
The strategy is based on the intrinsic quality, objectives and added value. The programme
promotes a basket of products not in completion with each other in the market. The
programme comprises an appropriate marketing mix to address the objectives of the
programme. In order to achieve high impact, the Programme has been strategically designed
to focus on major urban centres of the target countries, while the advertisement actions will
take place on national scale. Measurement of the results and evaluation of the impact of the
Programme consist part of the strategy. It will be based on measurable indicators (qualitative
159
and quantitative), in order to come to accurate conclusions about the impact of the programme
and its response to the objectives.
Target group(s) :
- Distributors (importers, wholesalers, retailers, supermarkets)
- Consumers (Households, consumer organizations, age groups: 18-35, 35-60)
- Opinion Leaders (specialised journalists, media, distinguished professionals of the food
sector, nutritionists)
Themes :
-
European quality standards-EU quality system
Food safety
Promotion of the Community logos – Labelling
Image of European products
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
organic products
variety.
Main message to be communicated: “Foods with European Identity”
Other messages:
- I know where they are produced; I know what I consume,
- Product with European quality and identity,
- Natural products with tradition and history.
1. Communication
1.1. Concept: The core instrument in its attempt to create recognizable and easy to imprint
images and messages. The concept must communicate the dynamics of products
projecting their indistinct qualities implementation: 1st trimester.
1.2. Website– Design, construction and constant update of a website which will provide
information about the products and the Community schemes and updated information
regarding to the implementation of the programme, presentation of messages, intrinsic
quality of product, gastronomic tips. A dynamic tool supportive to other activities, with
user friendly design. In 4 languages (Greek, Romanian, English, Arabic),
implementation: 1st trimester. Maintenance & update: throughout the implementation
period.
160
1.3. Brochures – Design and production of 180.000 units of 6page information brochures.
Technical characteristics: coloured, printed on illustration paper 115-130gr/m2, 24 x
11cm, stapled with hard cover paper (200gr/m2. In 2 versions (English, Arabic),
implementation: 1st trimester.
1.4. iRecipes – The action includes an application for iPhone / smartphones which will be
located on the website and inviting the users / consumers to download their mobile. The
application will allow the user through images, sounds and information to learn how to
make useful recipes accompanied by useful information on the nutritional content of
products. Cost includes the design/development/copyright and adjustment,
implementation: 1st trimester
2. Exhibitions
2.1. Summer Fancy Food, USA :3 participations with a special constructed stand of 65m2,
tasting, 4 persons, invitations, implementation: July 2014, 2015, 2016.
2.2. Gulf Food, UAE : 3 participations with a specially constructed stand of 50m2,6 persons,
tastings, invitations, implementation: February 2014, 2015 and 2016.
2.3. Saudi Food, S.Arabia :3 participations with a special constructed stand of 50m2 , 6
persons, tastings, invitations, implementation: September 2014, 2015 and 2016.
3. Public Relations
3.1. Business missions The action includes the organization of series of business missions,
annually where external associates of the proposing organization will participate and get
familiarized with condition and business environment in each target market. There will
be organized 18 missions Greece: USA 6 persons, UAE 5 persons, Saudi Arabia 1
person, Romania: USA 1 person, UAE 2 persons, Saudi Arabia 2 persons).
4. Promotion actions
4.1. Consumer information at points of sales: information and sampling of EU PDO/PGI
products at points of sale in the target countries. They will be combined with the
distribution of information material, communication and electronic campaign and
advertising actions. The following POS will be undertaken:
USA (N. York, Boston, Chicago): All in all 40 supermarkets/stores (Greece)
M. East (UAE, S. Arabia): All in all 10 supermarkets/stores (Greece) and 10
supermarkets/stores (Romania) (20 POS in a total)
4.2. Events for special groups of interest: 12 specialized presentations in selected hotels in
various cities of target markets.1200 distributors/professionals and opinion
leaders/journalists are expected to attend. Information about the products, the producers
and the Community schemes, tasting of the products, implementation: annually.
5. Advertising
5.1. Advertisements - Design and publication of 20 coloured ads A4 in well know and
prestigious national newspapers/magazines in the target markets: 10 in USA and 10 in
M. East. (4 ads in the first year, 4 ads in the second and third year), implementation:
annually.
5.2. TV Shows – 12 special tributes to TV cooking shows will be presented in order to raise
the awareness of consumers regarding the PDO / PGI products of the program,
increasing their knowledge of benefits of their consumption and the wide variety of
uses. The action includes the production of 2 episodes-(1) for saffron and (1) for dairy
products of the Programme- in cooperation with popular cooking shows in the USA and
their broadcast in various TV channels ,implementation: annually.
6. Visits of opinion leaders
6.1. Visits of opinion leaders – It includes the organization of 9 visits and hosting of 57
members of target groups at the production units of the proposing organisations in
Greece and Romania. 3 visits from USA (24 people), 6 visits from M. East (33 people).
Implementation: annually
161
Travel and subsistence expenses
15 Trips in total They will serve the needs of preparation, management, follow up and
implementation of particular actions.
Anticipated impact:
After the implementation of all information and promotion actions it is expected that the
objectives of the Programme will have been met:
1. Improvement of the image of PDO/PGI products as high quality products +50%.
2. Enhancement of the demand for PDO/PGI products +20%.
An evaluation study will be conducted at the end of every year of the Programme.
The measurement of results includes (a) quantitative assessment of the actions (collection of
quantitative data and correlation to the anticipated results), (b) qualitative evaluation (based
on the questionnaire which will project the satisfaction of participants in the actions) and (c)
measurement of the impact of each action, to each target group, in each country, in each year.
The questionnaires will be addressed to all target groups and will be filled in during the
exhibitions and the promotion actions. They will be used as a means to collect data regarding
the habits and preferences of the consumers, the level of knowledge of all target groups about
the European quality framework, their opinion about the PDO/PGI products.
European dimension:
Cost/efficiency:
26/30
33,5/40
9,5/10
17,5/20
162
Budget by action :
Total Programme Budget
ACTIONS
1
Communication
2
Exhibitions
3
Public Relations
4
Promotion Actions
5
Advertising
6
Visits of opinion leaders
Total for actions (1)
Costs of performance guarantee
Fees of implementing body (15%
of (1), Annex III, point B.1.2 of the
contract)
Travel expenses
Measurement of results of actions
(maximum 3% of (1), Annex III,
point C.5 of the contract)
Total direct costs for the
programme (2)
Overheads 6% of (2), Annex III,
point A.2 of the contract)
TOTAL FOR PROGRAMME
Year I
Year II
Year III
TOTAL
91.500
173.000
48.500
505.000
152.000
60.000
1.030.000
4.100
154.500
14.500
173.000
48.500
505.000
204.000
60.000
1.005.000
3.900
150.750
14.500
173.000
48.500
505.000
204.000
60.000
1.005.000
3.900
150.750
120.500
519.000
145.500
1.515.000
560.000
180.000
3.040.000
11.900
456.000
9.500
30.900
9.500
30.150
9.500
30.150
28.500
91.200
1.229.000
1.199.300
1.199.300
3.627.600
73.740
71.958
71.958
217.656
1.302.740
1.271.258
1.271.258
3.845.256
TARGET MARKET
Year 1
Year 2
Year 3
Total
USA
784.082
755.091
755.091
2.294.264
Middle East
518.658
1.302.740
516.167
1.271.258
516617
1.271.258
1550992
3.845.256
Total budget
163
Greece
CO-FINANCING
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
%
EU 50%
551.624
50
549.451
50
549.451
50
1.650.526
50
MEMBER STATE –
GREECE
220.649,6
0
20
219.780,40
20
219.780,40
20
660.210
20
PROPOSING
ORGANISATION
TOTAL
330.974,4
0
1.103.248
30
329.670,60
30
329.670,60
30
990.316
30
100
1.098.902
100
1.098.902
100
3.301.052
100
Romania
CO-FINANCING
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
EU 50%
99.746
50
86.178
50
86.178
50
272.102
MEMBER STATE –
ROMANIA
PROPOSING
ORGANISATION
30%
59.847,60
30
51.706,80
30
51.706,80
30
163.261
39.898,40
20
34.471,20
20
34.471,20
20
108.841
TOTAL
199.492
%
50
30
20
100
172.356
100
172.356
100
544.204
100
TOTAL FINANCING PLAN
CO-FINANCING
EU 50%
MEMBER STATES
PROPOSING
ORGANISATIONS
TOTAL
YEAR I
%
YEAR II
651.370
50
635.629
280.497,2
0
370.872,8
0
1.302.740
21,5 271.487,20
%
50
YEAR III
TOTAL
%
50
1.922.628
50
21,4 271.487,20
21,4
823.472
21,4
28,5 364.141,80
28,6 364.141,80
28,6
1.099.156
28,6
100
100
100
3.845.256
100
1.271.258
635.629
%
1.271.258
Remarks:
1. In application of the second paragraph of Article 4 of Council Regulation (EC) No
targeted market.
2. In application of Article 6(1) of Council Regulation (EC) No 3/2008 lays down that only
trade and/or inter-trade organisation(s) representing the sector(s) concerned in one or more
Member States or at Community level shall draw up proposals for information and
promotion.
3. In application of Article 7(1) of Council Regulation (EC) No 3/2008 lays down that
Member State(s) concerned shall examine the suitability of proposals for programmes and
164
4.
5.
6.
7.
8.
9.
shall verify conformity with this Regulation, the guidelines drawn up under Article 5 and
the relevant specifications. They shall also check that the programme offers value for
money.
In application of Article 8(1) of Council Regulation 3/2008, programmes submitted by
more than one Member State or providing for actions in more than one Member State
shall be given priority.
In application of Article 9 of Council Regulation 3/2008, the Member States concerned
In application of Article 4(1) of Commission Regulation 501/2008, all information and/or
promotion messages passed on to consumers and other target groups under programmes
shall be based on the intrinsic qualities of the product concerned or its characteristics.
In application of Article 8(3) of Commission Regulation (EC) No 501/2008 lays down
that for the purpose of implementing its programmes, each proposing organisation shall
select one or more implementing bodies by an appropriate competitive procedure
validated by the Member State concerned.
Article 9 of Commission Regulation (EC) No 501/2008 on "Pre-selection of programmes
countries in particular against the following criteria: (a) consistency between the strategies
proposed and the objectives set; (b) the quality of the proposed measures; (c) their likely
impact in increasing demand for the products concerned; (d) assurances that the proposing
organisations are effective and representative; (e) the technical capacities of the proposed
implementing body and assurances that it is effective.
In application of Article 9(5) of Commission Regulation 501/2008, programmes aimed at
third countries, the individual Member States shall ensure that any individual or regional
measures part financed under Regulation (EC) No 3/2008 and that the programmes
submitted complement national and regional campaigns
Programme eligible:
Yes
1. Provide further information, with reference to the current exports of promoted products to
target markets and current awareness of target groups for the products and themes of the
programme, for the quantitative assessment of the impact of the programme.
2. It is suggested that the "… .eu" is used as extension for the creation of the internet site.
3. In action 2, on the participation in trade fairs, additional information and clarifications
should be provided on tasting and the role/need of persons employed during the trade fair
for support and translation.
4. The action on the points of sales is considered an expensive action in relation to the cost
per contact. Therefore it is considered that higher yield actions (cost per contact) such as
advertising could have a higher budget expenditure to the expense of the points of sales
action. Provide additional information and clarifications on this observation.
5. Concerning the action 6, invitations to opinion leaders, it is suggested that the costs are
adapted to those foreseen in annex III.B.2.2 of the model contract. The visits refer to the
internal market rules since they will be undertaken in Greece and Romania. Therefore the
amounts could better match the aforementioned rules of the model contract to be eligible.
Provide additional information to cover this observation, if necessary new budget tables
should be provided.
6. Provide the budget tables that present expenditure by year and by target market i.e. Saudi
Arabia, UAE and USA.
165
7. The declarations of the annex of the application form should be provided by the third
participant organization of the programme (producer of dairy PDO and PGI cheese
products)
8. For the competent authorities of Greece and Romania: In accordance with Article 9(4) of
Commission (EC) No 501/2008 Member States have to agree on administrative
collaboration procedures for the monitoring implementation and checking of the
programme. Provide additional information to cover this observation.
9. Concerning the evaluation of the competent authority of Greece for this programme, the
evaluation form used that refers to the programmes targeting the internal market is used.
However the correct form should be used that refers to the evaluation of the programmes
targeting third countries and which is slightly different. Provide the evaluation of the
programme in the correct form.
10. Article 6(1) of the Council Regulation (EU) No 3/2008 lays down that only trade or intertrade organizations representative of their sectors are eligible for financial support.
Additional information and clarifications should be provided to confirm the evaluations of
the competent authorities of Greece and Romania in particular regarding the eligibility of
the company Kourellas SA as beneficiary.
11. Provide clarifications whether the proposing organizations are considered public bodies in
accordance with Article 1(9) of Directive 2004/18/EC.
Yes
good
good
85,5/100
2/4 (EL) 1/1 (Ro)
External consultant’s opinion: "to be accepted subject to clarifications"
CONCLUSIONS
Observation(s) :
The competent authorities sent the proposal to the Commission services with letter (ref:
ARES(2013)2325260 and ARES(2013)2140034).
The Commission sent a list of observations to the competent authorities with letters (ref:
ARES(2013)2751534, ARES(2013)3230607 and ARES(2013)2748073)
The competent authorities provided a list of clarifications and additional information as a
reply to the letters with the observations of the Commission services with letters (ref:
ARES(2013)3224748 and ARES(2013)2985221).
166
Recommendation(s) :
- To be accepted
- To be rejected
167
Member State(s):
Espagne, France, Italie
PROGRAMME D’INFORMATION ET DE
PROMOTION DES IGP- AOP
en France, en Italie et en Allemagne, au travers de
l’exemple de 8 fruits et légumes
FRANCEAGRIMER (France)
Ministère de l’Agriculture (Italie)
Ministère de l’Agriculture et de la Pêche (Espagne)
 Association des Producteurs de Fruits et Légumes du
Sud-Ouest – France
 Consejo Regulador DOP Kaki Ribera Del Xuquer Espagne
 Union Interprofessionnelle de la Fraise du Périgord France
 Syndicat de défense de l’asperge des sables des Landes France
 Association de promotion des kiwis des pays de l’Adour
- France
 Bureau National Interprofessionnel du Pruneau - France
 Consorzio della Pera dell’Emilia Romagna - Italie
 Consorzio Pesca e Nettarina di Romagna - Italie
 Consorzio Radicchio di Treviso - Italie
SOPEXA – Allemagne/France/Italie
Organisme de mesure d’impact :
IFOP – Allemagne/France/Italie
Type of measure:
Information + promotion
Product(s):
Système de qualité Organic farming
Allemagne, France, Italie
Duration:
3 years
Total budget:
3.900.000 €
14/06/2013
Information and Promotion Campaign on the European Quality System with the aid of the
European Union, France, Spain, Italy and 8 proposing organizations of fruit and vegetables .
All eight of these fruit and vegetables carry a guarantee of their provenance and quality: the
Protected Designation of Origin (PDO)or the Geographical Protected Indication (PGI): Fraise
du Périgord, Asperge des sables des Landes, Kiwis de l’Adour, Pruneau d’Agen, Pesca e
Nettarina di Romagna, Radicchio di Treviso, Kaki Ribera del Xuquer.
168
The aim of the programme is to enhance knowledge of the PDO-GIP among consumers,
distributors and food professionals across France, Italy and Germany, and to educate on the
benefits of the provenance indicator schemes, the relevant checks, controls and traceability
systems that are put in place to ensure ongoing quality, and to differentiate the products and
raise their profiles.
Duration : 3 years/ Total budget: 3.900.000 €/
Allemagne, France, Italie
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Pour la France un certain lien avec le programme 2010-IM-499-FR+ES, termine 28/09/2013
Yes/No
Yes/No
implementing body
Yes/No
Objective(s):

Obtenir une meilleure connaissance des signes IGP/AOP des fruits et légumes, en
fournissant une information exhaustive sur le contenu, sur le fonctionnement et sur le
169
caractère communautaire de ces signes, à travers d’exemples concrets en France, en Italie et
en Allemagne;

Entraîner un développement des ventes des fruits et légumes sous signes IGP/AOP,
impliqués dans la campagne.
- gain de notoriété de 3 à 5 % à la fin des 3 ans du programme
- augmentation moyenne de 30% des ventes des produits sous IGP/AOP partenaires du
programme, à la fin du programme (soit une augmentation moyenne de 10% par an).
Strategy:
Le programme s’appuiera sur les axes stratégiques suivants:
- Valoriser les qualités des fruits et légumes sous signes IGP/AOP pour satisfaire les
- attentes actuelles des consommateurs, de plus en plus exigeant eu égard à la qualité et
à la sécurité alimentaire: de vrais goûts (produits de saison, cahiers des charges, contrôles
permanents, lien avec le terroir) et de vraies histoires (patrimoine de culture alimentaire
européenne, lien entre les produits/les terroirs/les hommes et les cultures de chaque
produit/région).
- Profiter de la saisonnalité de la gamme des produits pour avoir une prise de parole
annuelle de cette campagne.
- Créer une campagne unique, avec une stratégie de communication européenne, qui
soit adaptée à la réalité de chaque pays cible.
- Pour cela, il est prévu la création d’un positionnement unique, d’un cadre créatif unique,
d’une signature unique avec une accroche unique, d’une approche européenne de la
campagne avec des déclinaisons créatives et un plan d’action cohérents entre les pays et
qui collent à la réalité des marchés.

cadre créatif unique : une "charte graphique" dont les codes fondamentaux, qui
mettent en valeur les signes de qualité européens, seront appliqués par l'ensemble
des partenaires pour toutes les déclinaisons produits dans les 3 pays.

signature unique : « L’Europe signe les produits de ses Terroirs », avec une
déclinaison par produit
Target group(s):
- consommateurs
- leaders d’opinion (journalistes)
- distributeurs du secteur (acheteurs, grossistes, détaillants)
La principale action du programme (communication auprès des consommateurs) est réalisée
dans les magasins de grande distribution, car c’est le lieu où sont commercialisés environ
70% des volumes des fruits et légumes sous IGP/AOP partenaires du programme. Il est donc
nécessaire de communiquer là où le consommateur peut trouver le produit, c’est-à dire là où il
est commercialisé.
Themes:
Les « bénéfices » des produits sous signes IGP/AOP
 Les bénéfices rationnels:
 les caractéristiques spécifiques de chaque produit : variété, goût
 les garanties des cahiers des charges européens AOP/IGP et des contrôles
 la fraîcheur de la saisonnalité
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
 la naturalité des produits
Les bénéfices émotionnels:
 l'importance des liaisons avec chaque terroir
 le savoir-faire des hommes, une tradition très actuelle
 la possibilité de se valoriser par rapport à ses amis et à ses proches
 l’appartenance à un groupe qui crée la tendance.
Aspects covered:
quality
safety of food
nutritional values
health impacts
EU labelling system
« L’Europe signe les produits de ses terroirs »
L’objectif de ce programme est d’afficher clairement l’engagement européen et ne plus se
contenter d’une caution en signature. Aujourd’hui toutes les communications produit sont
cautionnées d’un label en signature (Bio, AOC, Max Havelaar, Label rouge…). Cette
profusion nuit à la lecture des nouveaux signes de qualité européens AOP/IGP.
Or les logos communautaires AOP et IGP sont des symboles compris dans l’ensemble de la
Communauté Européenne comme désignant des produits répondant à des conditions de
production spécifiques liées à leur origine géographique et étant soumis à des contrôles.
Le discours est basé sur 3 niveaux : l’Europe, la culture du produit et le produit luimême.
Rappel du cahier des charges IGP/AOP. Valorisation d’un terroir et du produit issu de ce
terroir, les avantages pour le consommateur (sécurité, valeur nutritionnelle, naturalité, saveur,
traçabilité).
Lieux de réalisation et Produits concernés
 France (Fraise, Kiwi, Asperge, Pruneau, Kaki)
 Italie (Poire, Pêche/Nectarine, Chicorée)
 Allemagne (Pruneau)
ACTION 1 : Action de Relations Publiques/Relations presse → Information des leaders
d’opinion
 Bureau de presse
 Dossier de presse
 Actions déclinées par pays : portage presse, action bloggeurs, action «bouche à oreille » sur
les réseaux sociaux
1.1 Actions communes de bureau de presse
1.1.1. Dossier de presse
Afin de développer la promotion des signes officiels de qualités européens, expliquer les
objectifs du programme et présenter les actions, un dossier de presse sera réalisé dans chaque
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pays, selon une approche graphique unique. Il sera composé de :
 Une partie commune :
• Les caractéristiques des signes des qualités européens, leur rôle de soutien de
• l’héritage culturel communautaire, l’économie des filières, chiffres clefs, production, les
hommes, le site web…
• Des informations générales sur la campagne
 Un espace spécifique par pays :
• Des fiches par produit, présentées comme des exemples de la production européenne de
qualité, et leurs atouts (sécurité, valeur nutritionnelle, saveur, traçabilité, lien avec le
terroir)
• Descriptif des actions réalisées par pays
En France :
Envoi du dossier de presse en début de programme à environ 400 journalistes de la presse
nationale, régionale, écrite, audiovisuelle et web :
 environ 300 presse grand public et presse professionnelle
 environ 100 sites internet et blogs culinaires influents
En Italie :
Envoi du dossier de presse en version électronique à 400 journalistes de la presse
consommateur, professionnelle, bloggeurs, et création de 200 CD-Rom.
En Allemagne :
Envoi d’un e-mailing à 250 journalistes de la presse grand public et 70 journalistes de la
presse professionnelle pour téléchargement du dossier sur le site internet de la campagne et
envoi du dossier version papier aux journalistes en faisant la demande.
1.1.2 Bureau de communication
Chaque pays disposera d’un bureau de communication ayant pour objectifs de :
 Entretenir des contacts permanents avec la presse
 Susciter des articles/reportages
 Gérer les demandes d’informations et saisir les opportunités pour valoriser nos messages
auprès des journalistes
 Mise à disposition de visuels pour les journalistes via un espace presse dans le site web
 Mise en place d’une surveillance de la presse écrite et audiovisuelle et suivi des retombées
 Réalisation d’un Press Book avec synthèse et valorisation des retombées presse
1.2 Actions déclinées par pays
1.2.1 En France :
Organisation de 6 portages, soit un portage par produit, afin d’annoncer sa saisonnalité et
sensibiliser la presse à son origine, ses qualités et bénéfices intrinsèques.
Produits concernés : Fraise du Périgord IGP, Kiwi de l’Adour IGP, Asperge des Sables des
Landes IGP, Pruneau d’Agen IGP, Kaki Ribera del Xuquer AOP.
Chaque portage sera adressé à 60 journalistes, comprenant l’ensemble des cibles presse
(presse professionnelle Fruits & Légumes ; presse nationale, régionale, écrite et audiovisuelle;
presse web et blogs influents).
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1.2.2 En Italie :
Mise en place d’une action dédiée à une sélection de 15 food bloggeurs afin de les sensibiliser
aux fruits et légumes AOP & IGP et les inciter à relayer l’information :
 Portage, avec envoi d’un échantillonnage des produits aux food bloggeurs
 Organisation d’une rencontre permettant d’échanger autour de la campagne fruits et
légumes AOP & IGP
 Dégustation des produits préparés par un traiteur
 Deux rencontres sont prévues en fonction de la saisonnalité des produits :
• o une première rencontre en période hivernale pour la mise en avant de la chicorée et de
• la poire
• une seconde rencontre en période estivale pour la mise en avant de la pêche et de la
nectarine
Envoi de 3 communiqués de presse spécifiques :
 lancement du site internet
 action points de vente et street marketing, avec focus actions points de vente
 action points de vente et street marketing, avec focus street marketing
1.2.3 En Allemagne :
Mise en place d’une action « word of mouth » avec la plateforme Brandnooz afin de
sensibiliser les consommateurs « foodies » actifs sur les réseaux sociaux :
 Présentation du Pruneau d’Agen et des fruits et légumes AOP/IGP sur brandnooz.de
pendant 8 semaines et lien vers le site Internet
 Annonce de l’action par newsletter et sur Facebook
 Recrutement de 250 consommateurs et bloggeurs par un questionnaire afin de se focaliser
sur le groupe cible
 Organisation d’un concours de recettes :
Gain : 1 week-end de 3 jours pour deux personnes à Agen.
 L’effet viral :
• Les participants postent leurs avis sur le Pruneau d’Agen sur brandnooz.de et/ou sur leurs
blogs, pages Facebook etc. et en parlent en personne à leurs proches qui en parlent à
d’autres etc.
• 250 participants… -> …testent avec 1.250 autres personnes -> Chaque participant en
parle à 10 pers. -> …qui en parlent à 2,4 autres personnes -> 30.000 conversations ->
500.000 contacts en ligne * (* Impressions de pages des éléments d‘action)
 Sondage : à la fin de l’action, les participants sont questionnés sur leur perception du
Pruneau d’Agen (env. 15 questions qualitatives). Reprise des résultats du sondage pour le
travail de presse en année 2.
Description de la plateforme Brandnooz :
 La plateforme brandnooz.de, spécialisée dans le WOM pour les produits alimentaires
 70.000 membres et 300 bloggeurs inscrits
 1 million de pages vues par mois
 12.000 contacts Facebook, 25.000 abonnés à la newsletter
Envoi de 3 communiqués de presse en Allemagne :
 lancement de campagne (site Internet, campagne de promotion, …)
 communiqué « Snacks d’Automne » (avec envoi d’une recette)
 communiqué « Desserts de Noël » (avec envoi d’une recette)
Création de 4 recettes originales et créatives (y compris photoshooting avec styliste food
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Budget Total Action 1 pour les 3 Années : 368.512 euros (Coûts ventilés pages 217-219 du
formulaire de demande)
ACTION 2 : Action de Promotion → Sensibilisation des professionnels et des
consommateurs
Objectifs :
 Valoriser les Fruits et Légumes AOP & IGP chez les détaillants via les grossistes
 Inciter les professionnels à avoir le « réflexe » fruits et légumes AOP & IGP
 Sensibiliser les consommateurs aux fruits et légumes sous signe AOP & IGP et les
convaincre de leur qualité supérieure
2.1 Action d’initiation dans les points de vente de la GMS
En France : Auchan, Casino, Leclerc, Monoprix, Carrefour Intermarché, Système U.
En Italie : Coop, Conad, Auchan, Carrefour
En Allemagne : Kaufland (régions), Kaiser’s Tengelmann, Edeka (régions), Rewe (régions),
Globus, Hit, Metro C&C
Impact prévisionnel :
 France : 438 000 contacts directs via les hôtesses
 Italie : 195 000 contacts
 Allemagne : 135.000 contacts directs via les promoteurs ambassadeurs et 1.250.000
contacts indirects via la PLV et les insertions dans les catalogues des enseignes ciblées
2.2 Actions de sensibilisation sur les marchés de gros : En Allemagne pour le Pruneau
d’Agen.
Impact prévisionnel : Allemagne : 2.000 à 3.000 détaillants activés via les mises en avant des
établissements du grossiste partenaire et 1 à 1,5 millions de contacts consommateurs indirects
2.3 Actions création de trafic point de vente :
En France : Mise en place d’une campagne radio ; Création de 2 spots radio de 20 secondes ;
Périodes de diffusion selon la saisonnalité des produits : 6 Jours Actifs : Lundi, Mardi,
Mercredi, Jeudi, Vendredi, Samedi. Station : RTL
Impact : 10 900 000 contacts
En Italie : Organisation d’un road show dans les zones littorales de la Vénétie et de l’Emilie
Romagne. Impact : 55 000 contacts consommateurs
En Allemagne :
Actions découverte via des opérations de « sampling » : Organisation d’opérations de «
sampling » dans 3 métropoles allemandes.
 Villes : Berlin, Cologne et Munich
 Lieux : lieux publics avec une forte fréquentation (la place Alexander à Berlin, le parvis de
la cathédrale à Cologne, la place Marien à Munich)
Impact : 600 kilos de Pruneaux d’Agen distribués durant les 6 jours d’animation
72.000 contacts directs 600.000 contacts indirects
Budget Total Action 2 pour les 3 Années : 2 911 442 euros
ACTION 3. : Action Média →Information des professionnels et des consommateurs
Objectifs :
 Améliorer l’information auprès des professionnels et des consommateurs sur les atouts des
signes de qualité européens
 Stimuler la demande des produits concernés
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 Médiatiser et créer du trafic vers le site internet
Stratégie :
 · Création d’un site internet commun qui constituera l’outil d’information de référence tout
au long du programme
 · Mise en place d’une campagne sur la presse écrite, sur internet et sur la radio, au travers
des supports les plus performants et pertinents
 · Sensibilisation sur les produits “ambassadeurs”
Cibles :
 · Professionnels de la distribution (acheteurs, importateurs, distributeurs)
 · Consommateurs, en particuliers responsables des achats, et passionnés de cuisine et de
gastronomie
3.1 Création d’un site internet commun aux 3 pays
Un contenu commun, en 5 langues (français, italien, allemand, espagnol, anglais) :
• Présentation générale de la campagne européenne
• Caractéristiques fondamentales des appellations AOP & IGP
 Un contenu spécifique à chaque langue :
• Fiches spécifiques sur les produits impliqués dans la campagne locale et leurs atouts :
- Sécurité, valeur nutritionnelle, saveur, traçabilité, liens avec les terroirs
- Valorisation des zones de production (mini films vidéo intégrés)
- Recettes et curiosités
• Informations sur la campagne locale
•
En année 2 et 3, une partie des ressources liées au développement et à la gestion du site
internet sera utilisée pour renforcer le plan média consommateur. Les passages seront
multipliés et par conséquent, les performances augmenteront proportionnellement.
3.2 Plan média internet
3.2.1 En Italie :
Mise en place d’une campagne de bannières sur les sites www.giallozafferano.it et
www.cookaround.com, leaders en Italie dans le secteur de la cuisine.
3.2.2 En Allemagne :
Insertions bannières sur Fruchhandel.de et Fruchtportal.de + Partenariat avec kochrezept.de
WomenWeb : le plus grand réseau allemand pour les femmes regroupant entre autres les sites
des magazines du Jahreszeiten Verlag soit 1,46 million de visites par mois. Les sites
regroupés sur le réseau WomenWeb sont : WomenWeb.de, FürSie.de, Petra.de, Vital.de,
Allegra Club.de, Frauen.de, plus-mag.de, entertainment-club.de, kochrezept.de,
strarcookers.de
3.3 Plan média presse écrite
3.3.1 En France :
Une insertion par produit dans FLD HEBDO, diffusion hebdomadaire de 30 000 exemplaires
soit au total 150 000 lecteurs.
Produits concernés : Fraise du Périgord IGP, Kiwi de l’Adour IGP, Asperge des Sables des
Landes IGP, Pruneau d’Agen IGP et Kaki Ribera del Xuquer AOP.
Budget Total Action 3 pour les 3 Années : 326 146 euros
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Expected results per action + proposed method:
L’impact du programme devrait conduire à un gain de notoriété des IGP/AOP d’environ 3
à 5 % au bout de 3 ans, auprès des consommateurs acheteurs de fruits et légumes.
Méthodologie proposée par l’IFOP :
 L’IFOP réalisera une enquête auprès des consommateurs acheteurs de fruits et légumes
afin de mesurer la notoriété et l’image des signes AOP/IGP.
Cette enquête sera réalisée à 4 reprises dans les 3 pays cibles (France, Italie,
Allemagne):
- à T0 (avant le démarrage du programme),
- à T1 (à la fin de la 1ère année),
- à T2 (à la fin de la 2ème année),
- à T3 (à la fin de la 3ème année).
 L’interview sera fait en face à face, en sortie de caisse des magasins, auprès d’acheteurs
de fruits et légumes (car il s’agit des personnes potentiellement touchées), âgés de 18 à 65
ans.
 Les dispositifs de communication/promotion étant différents dans chacun des 3 pays cibles
(budget plus important sur la France), l’enquête sera dimensionnée différemment dans les 3
pays :
- 300 interviews auront lieu en France lors de chaque enquête,
- 200 interviews auront lieu en Italie lors de chaque enquête,
- 200 interviews auront lieu en Allemagne lors de chaque enquête, soit un total de 700
interviews d’acheteurs de fruits et légumes.
 o Cette enquête, à partir de ces questionnaires, permettra, au niveau des personnes
interrogées, de :
 o mesurer l’évolution de la notoriété des signes de qualité IGP/AOP,
 o déterminer le niveau de souvenir de l’opération ainsi que le niveau de reconnaissance,
 o mesurer l’évolution du niveau d’incitation à la consommation de ce type de fruits et
légumes,
 o mesurer le pourcentage d’augmentation de la consommation de ce type de fruits et
légumes.
Mesure de l’augmentation des ventes
L’impact du programme en termes d’objectif d’augmentation des volumes de fruits et
légumes commercialisés sous AOP/IGP devrait être une augmentation d’environ 30% en
moyenne pour l’ensemble des 8 produits, soit une progression moyenne d’environ 10% par
an.
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Ce taux d’augmentation pourra être différent selon les produits :
La mesure de l’augmentation des ventes se fera à partir des déclarations officielles annuelles
des organisations proposantes auprès des pouvoirs publics (déclaration annuelle des volumes
vendus sous IGP/AOP auprès de l’INAO pour la France et auprès des organismes compétents
pour l’Italie et l’Espagne)
ASSESMENT BY THE MEMBER STATE
17/30
33, 2/40
European dimension:
9, 3/10
Cost/efficiency:
16, 3/20
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Budget by action :
€
178
Co-financing plan: €
Remarks:
Le Programme est pour la France une certaine continuation du programme Multi FR+ES
2010-MI- FR+ES Fruits et légumes AOP-IGP- 498 qui termine en septembre 2013 et qui a
mis en avant 7 fruits et légumes. Les produits français restent les mêmes (Asperges des
Landes, Fraise Périgord, Kiwis de l’Adour) le muscat du Ventoux ne reprend pas et est
remplacé par le Pruneau d’Agen. Pour l’Espagne, c’est un nouveau produit qui est promu
(Kaki de la Ribera del Xuquer (région de Valence)), et un nouvel Etat Membre est associé,
l’Italie avec ces produits sous label qualité européen : Poires, pêches/nectarines, chou
rouge.
L’évaluation par l’IFOP du programme précédent est fournie et montre, dès la fin de la
deuxième année, une augmentation globale de la notoriété des signes de qualité AOP/IGP
notamment en France. En Espagne, la crise économique a des répercussions sur les produits
AOP/IGP qui sont perçus comme des produits chers.
Programme déséquilibré du point de vue budgétaire étant donné que l’action 2
(communication auprès des consommateurs en grande et moyenne distribution) représente
83% du budget mais c’est le lieu où sont commercialisés environ 70% des volumes des fruits
et légumes sous AOP/IGP partenaires du programme. Il est donc nécessaire de communiquer
là où le consommateur peut trouver le produit, c'est-à-dire là où il est commercialisé.
Bonne dimension européenne puisqu’il s’agit d’un programme multi-pays, multi-produits
avec des produits qui communiquent en dehors de leur pays d’origine.
Les autorités nationales ont confirmé qu’APFELSO est une Association Loi de 1901; il s'agit
d'un organisme de droit privé, financé par les cotisations de ses adhérents. Il n'est donc pas
concerné par les procédures de passation des marchés publics. D’autre part, l'offre a été
179
publiée en France et en Italie, car il s'agit des 2 pays dans lesquels seront conduites les
principales actions de promotion. Il y a certes un partenaire espagnol (Kaki), mais il n'y a pas
d'actions réalisées en Espagne (le Kaki espagnol fera la promotion en France). Il était
préférable de consulter des agences qui connaissent bien la France et l'Italie.
Programme éligible:
Yes/No
De manière générale, il est regrettable que s’agissant d’un programme Multi-pays, la
campagne ne mette pas en valeur, dans chacun des trois pays ciblés, l’ensemble des 8
produits. Expliquer les raisons qui ont empêché d’envisager cette option et, si possible,
améliorer le caractère multi-pays.
Serait-il possible de mieux décrire les synergies avec le programme précédent (réutilisation du
matériel, d'articles, de slogans publicitaires, spots radio existants et déjà connus des
consommateurs) afin d'en capitaliser les effets, les leçons retenues, les écueils à éviter.
Dans les sociétés ayant participé à l’appel d’offre, il est question de Sopexa (Italie). Est-ce
Sopexa (Italie) et non Sopexa (France) qui va exécuter le programme ?
Actions:
1. (p.29) Expliquer ce que l’on entend par « portage ». D’après la description, le portage
est adressé à 60 journalistes. Le coût est de 4.000 euros/portage. Quelle est la
différence avec le « dossier de presse » qui lui est adressé à 400 journalistes ? Justifier
le coût du portage par rapport à celui adressé à 15 bloggeurs en Italie et estimé à 50
euros.
2. (p.29) pourquoi n'y a-t-il pas de d'information ou de relais vers le site internet en
France (comme en Italie et en Allemagne)?
3. (p 31) le budget alloué à l'action 1 en France semble très important (60580€ pour
l'année 1), alors qu'elle est très générale et moins concrète qu'en Italie ou en
Allemagne. L'action en France se limite à des dossiers de presse et actions de portage,
alors qu'en Italie et en Allemagne des actions plus ciblées sont proposées
(foodbloggeurs, coopération avec Brandnooz.de). Quel est l'impact précis attendu des
actions en France? "Déclencher des articles"? Dans quel type de presse? L'action en
France pourrait-elle est mieux ciblée?
4. (p. 32) Justifier pourquoi l’action 1 Relations Publiques/Relations presse) en
Allemagne coûte (51.407,44 euros) presque autant que la même action en France
(60.580,00) alors qu’en Allemagne elle ne concerne qu’un produit (le pruneau
d’Agen) et en France elle concerne 5 produits.
5. (p.32) En quoi consistent les « frais de coopération » pour l’action Brandnooz qui
s’élèvent à 14.000 euros ?
6. (p.35 et 36) Action dans les points de vente de la Grande Distribution en France et en
Italie. Les enseignes sont indiquées mais pas les régions ou villes où l’action va se
réaliser. Les préciser. Paradoxalement, dans le budget de cette action pour l’Italie (p.
45) il est question de frais de voyage « km 780 et km 456 », à quoi correspondent ces
distances ?
7. (p.40) Action 2 en France Plan média radio. Expliquer pourquoi la cible du plan media
radio- responsables des achats de moins de 50 ans-est plus réduite que la cible du
programme global, les consommateurs en général.
8. Pour les spots radio pourquoi avoir choisi seulement deux produits et pour quelles
raisons l’asperge IGP et le Kaki AOP.
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9. (p. 41) Action road show en Italie insuffisamment décrite, est-il possible de préciser
davantage l’action, les villes dans lesquelles elle va avoir lieu ? A quoi correspondent
les frais de voyage Km 782 ? Expliquer le nombre de 26 hôtesses prévu dans le budget
(tableau page 45).
10. (p. 46) Dans la description de l’action de sensibilisation sur les marchés de gros en
Allemagne, il est indiqué (p. 39) qu’elle aura lieu au sein des 5 à 7 marchés de gros les
plus importants d’Allemagne. Pourquoi a-t-on alors besoin de 20 « merchandiser »
(coût total 6.000 euros) comme c’est indiqué dans le tableau budgétaire ?
11. (p.47) Dans le tableau budgétaire de l’Italie, pour le road show il existe une ligne
budgétaire de 13.450 euros par an pour « Impression brochures PLV, cadeaux, stand »
et une deuxième de 25.200 euros/an pour « Logistique PLV et produits en
dégustation ». En quoi consiste cette « Logistique PLV » additionnelle à la ligne
précédente ?
12. (p.47) Le matériel de dégustation (assiettes, serviettes, cure-dents etc) (20.000 euros)
est comptabilisé pour 40.000 unités. Le road show étant prévu, selon la description (p
41) pour 4 jours, est-ce réaliste ? Le prix total du road show (203.611 euros /an) est-il
justifié pour une si courte durée ? Justifier.
13. (p 52) Action Plan média internet : Les bannières porteront-elles sur le programme en
général ou sur les fruits en particulier. Dans ce dernier cas, est-ce qu’elles
concerneront les 8 fruits et légumes du programme ou les sites nationaux ne porteront
que sur les fruits ou légumes à promouvoir dans leur marché (Italie 4 produits,
Allemagne, 1 produit) ?
14. Pourquoi le plan média en France se concentre exclusivement sur la presse écrite
professionnelle (alors que le projet de l'action 1 la vise déjà)? (impact prévisionnel très
faible - 150000 contacts par rapport aux 1.000.000 de contacts en Allemagne -pour un
budget très élevé)
15. (p 54) Justifier la différence de montants pour la même action Média/Internet en Italie
(28.281 euros) et en Allemagne (15.425,03 euros).
Impact/Evaluation:
Les données des ventes du Kaki Ribera del Xuquer fournies dans le tableau p. 19, 25.000
tonnes sont des ventes dans le marché ciblé, c'est-à-dire la France ?
(p. 63) A-t-il été vérifié que les organismes compétents (homologues de l’INAO pour la
France) en Italie et Espagne délivrent des déclarations annuelles des volumes vendus sous
IGP/AOP des fruits et légumes concernés dans les marchés cibles concernés (exemple volume
Kaki AOP vendu en France).
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good/average/poor
good/average/ poor
good/average/poor
good/average/poor
82/100
2/4
Avis du consultant externe: Accepter le programme avec demande de clarifications des
animations marchés de gros en Allemagne et publicité presse professionnelle en France.
CONCLUSIONS
Observation(s) :
Recommendation(s) :
- To be accepted
- To be accepted
- To be rejected
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Etat(s) membre(s):
Netherlands
Titre du programme:
Favorite Flower
Ministry of Economic Affairs
Dienst Regelingen
Postbus 19530
2500 CM Den Haag
E-mail: [email protected]
Foundation Flower Council of Holland (Stichting
Bloemenbureau Holland)
not yet selected
Type de mesure:
mixte
Produit(s):
Live plants and products of ornamental horticulture (cut
flowers)
Germany, France, United Kingdom, Netherlands
Durée:
36 months
Budget total:
€ 8.073.579,00
€ 4.036.789,50
13/06/2013
A Dutch three year informative and promotional campaign which aims at increasing the
consumption of cut flowers of European origin. The programme will run in the Netherlands,
Germany, France and the United Kingdom where through attracting consumers, maintaining
contact with consumers and spreading the message through social media the objectives will
be pursued.
Thereby two specific groups of consumers will be targeted, 'cultivated performers' and
'cosiness seekers', and wholesalers and florists will be implied as supporting target groups
needed to reach the main two target groups.
By increasing the knowledge on the variety of cut flowers, the programme should lead to a
change in behaviour and attitude regarding the spending of cut flowers resulting in structural
higher purchasing intentions.
The programme amounts to a total budget of 8.073.579 EUR of which the EU co-finances
50% and the Foundation Flower Council of Holland finances the other half.
183
oui/non
to be selected
not applicable
l’/les(s) organisation(s) proposante(s)
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
oui/non
IB to be selected
Objectif(s) :
To increase the consumption of cut flowers of Community origin.
Stratégie :
To inform consumers on the wide product variety of cut flowers, produced in the Community
and thereby increase consumption
Germany, France, UK and Netherlands have been chosen as target countries for the campaign
because the market situation in those countries enables the execution of one campaign. This
makes the campaign very efficient.
In the communication strategy three mutual connected fundaments are designated that
contribute to the realization of a maximum reach of consumers, both qualitative and
quantitative:
184
Attracting consumers by means of orchestrated activities, aimed at specific target groups of
consumers.
Maintaining contact with consumers by means of internet platforms that enlarge
commitment from/with consumers
Spreading the message and the activities by using the social media of committed consumers.
Herewith conversation value is created and committed and inspired ambassadors/consumers
spread the message.
Base of the campaign is a (mobile) video game with an older and obvious rich lady and five
young and gorgeous gardeners who execute orders of the old lady (voice-over only). The five
gardeners show a large variety of cut flowers of which the player of the game can choose
from. At the end one ‘favorite flower’ remain and this favorite flower is presented in a
spectacular way. The outcome of the game can be shared on Facebook and Twitter by a direct
connection and the gamer can invite friends to play the game too in order to see if the friend
chooses the favorite flowers the initial gamer presumed. If there is a match both gamers win a
bouquet of the favorite flower. The campaign directly aims at the consumer by social media &
advertising and POS-material and with information bearers & advertising to wholesalers and
retailers to inform them about the activities.
The target groups of the campaign are pointed at the game by advertisements in specific
magazines, a large outdoor campaign with direct connection to the game by means of a QRcode, pr-activities and pr-stunts in some large cities in all four countries.
The objectives, choice of target groups, the strategy and the visible actions are coherent and
integrated.
Cibles :
Main target group:
Specific groups of consumers:
High end market:
‘Cultivated Performer’ as frontrunner and trend maker
High End / Mass Market:
‘Cosiness Seeker’ as important frontrunner
Supporting target groups:
Wholesalers and florists in Germany, France, United Kingdom and Netherlands. A small part
of the budget will be spent to inform wholesalers and florists about the campaign in their
specific role as part of the chain.
Thèmes :
Consumer’s spending promotion and information for the category ‘Living plants and products
of ornamental horticulture’, more specifically: cut flowers.
Aspects couverts:
The promotion of the large assortment of cut flowers that is produced in the European Union,
is aimed at enlarging consumer’s spending on cut flowers. Concrete messages are:
 Top quality cut flowers are available in a very large assortment
 They bring new life in relations between people (the gift component)
 Cut flower make you feel happy
185
There is 1 general (not-country related) budget sheet and 4 per member state with quantity
and volumes and provisional time schedule of the actions.
The campaign budget is divided among 4 countries as follows:
Germany:
France:
United Kingdom:
Netherlands:
35%
25%
25%
15%
186
Not country related actions + Actions for Germany
187
Actions for France + Actions for United Kingdom
188
Actions for the Netherlands
189
The prognosticated impact of the proposed campaign on consumer’s level will be as follows:








Knowledge of the large assortment of cut flowers that are produced in the European
Community will increase
Behaviour and Attitude regarding the spending of cut flowers will improve which
results in structural higher purchasing intentions.
Activities in the campaign will trigger consumers directly to purchase cut flowers.
In each of the countries involved in this campaign consumer’s purchasing will
increase as a result of the campaign (or a foreseen decrease in consumption will be
smaller)
Based on actual consumer’s spending in 2013 as well as a forecast of autonomous
change in spending (increase or decrease) , the positive result of the entire campaign
will amount for approximately € 239 mln. (see table)
In 2014 the campaign will (partly) absorb the expected decrease of consumer’s
spending on cut flowers in France, UK and Netherlands.
In 2015 the campaign will partly absorb the expected decrease of consumer’s spending
on cut flowers in France and UK.
In the years in which some parts of the campaign will not take place in one of the
countries involved, there still is a positive influence because of the fact that some parts
of the campaign will still be visible, such as the game, YouTube movies, the internet
site and social networks.
Table of foreseen impact
(PO replaced table on the basis of more recent data; please see note to the file + reply
NL ares 2934159)
190
The Flower Council has standard procedures concerning result measuring for all its activities.
These standards are based on regulations of the Horticulture Product Board in the Netherlands
and are in compliance with the rules of this program of co financing. Independent and
specialized companies investigate the impact of all activities according to EU-standards.
The standard result assessments are based on generally accepted consumer marketing units:
Knowledge, Attitude and Behaviour. Changes/improvements in Knowledge, Attitude and
Behavior of consumers (and retailers) will be assessed.
Most important assessment will be:
Based on a zero-measurement at the start of the campaign, the consumer’s spending as
forecasted in the table above, will be assessed. This will be calculated as spending on cut
flowers per capita.
The following questions (amongst others)1 will be asked in the annual assessment (in 2013
there will be pilot-assessment)
1
Exact questions will be composed in close cooperation with research bureau and will be available upon request for the National Authority
and/or the EU.
191
On Consumer’s level:
 Demographic factors
 Reputation Favorite Flower
 Purchase behavior during campaign
 Reputation campaign (open answers)
 Visibility ads in media
 Visibility posters and other POS material
 Visibility advertisements
 Name per magazine/medium
 Name websites
 Valuation campaign material
 Valuation campaign
 Influence of campaign on behavior and attitude consumers
 Change of purchasing behavior caused by campaign
 Detailed valuation amongst designated target groups
 Improved consumer’s spending intentions
On wholesale & retail level:
 Name of campaign
 Service (reception of correct packages)
 Way of application
 Name websites and visits
 Use of POS material (types and frequencies)
 No. of participating retailers and wholesalers
 Assessment of materials
 Knowledge of the campaign and source of the knowledge
 Reaction of clients on behalf of campaign and materials
 Sales (% more/less per category of sales point)
 Development shop traffic during campaign
 Purchasing patterns of clients
 Willingness of future participation in campaign
 Very detailed information will be made available through media bureaus about the
outdoor campaign (billboards, digital as well as print), including maps of locations of
billboards, photographs, video, OTS, GRP and no. of contacts.
 Visits to websites will be investigated and analyzed with use of Google Analytics
(unique visitors, loyalty, website visit details)
 Facebook: no. of notifications, no. of shared notifications, no. of photographs as well
as sentiment of notifications
 Twitter: no. of notifications, reactions and retweets
Besides the effects of the campaign on turnover and consumer’s spending, an assessment of
POS-material will take place, not only on consumer’s level, but also on retail level and
amongst wholesalers. Retailers are questioned to measure the effectiveness of the POS
material in the entire campaign. Extended reports with graphics and explanations will be
delivered to the National Authority and/or European Commission.
192
28/30
32/40
7/10
Coût/efficacité :
18/20
€
See Annex 1
COFINANCEMENT
UE
ETAT MEMBRE
PROPOSANT
TOTAL
ANNEE I
1.217.161,50
0
1.217.161,50
2.434.323,00
%
50
0
50
100
ANNEE II
1.732.727,50
0
1.732.727,50
3.465.455,00
%
50
0
50
100
ANNEE III
1.086.900,50
0
1.086.900,50
2.173.801,00
%
50
0
50
100
TOTAL
4.036.789,50
0
4.036.789,50
8.073.579,00
%
50
20
30
100
Remarques :
oui/non
1. Page 10 of proposal: Please provide the source of the data mentioned in the table at the
bottom of the page;
2. Page 11 of proposal: On what grounds do you claim to be able to reach 51,3% of all
Facebook users, and how do you explain that it is likely ("aannemelijk") that the selected
target groups will use more intensively Facebook?
3. Page 12 of proposal:
- Market situation per country: the data used for Germany and the UK are not recent
enough to make a reasonable assessment of the current market situation (2008 data for
Germany and 2007 data for UK);
- It is unclear which data source has been used for each of the different paragraphs
(production, development sale channels and consumption, development use social
media and internet); please provide more details on which source was used for which
paragraph, and give references;
- It is incorrect to use data on Social Media to make assumptions on the use of Facebook
(social media is more than Facebook); please adjust the proposal accordingly;
- Provide a reference of the quoted Nielsen research;
4. Page 14 of proposal:
- Under the section "development sale channels and consumption" of the market situation
in The Netherlands following statement:
"Op basis van aantallen bloemen is de situatie geheel anders. Door het veel lagere
prijspeil mindere kwaliteit, weinig tot geen toegevoegde waarde) van de bloemen in de
supermarkt is het aandeel van de supermarkt naar schatting van handelaren beduidend
meer dan 50%. Cijfers hierover ontbreken echter."
If there is no supporting data, how can you then make this assumption; please explain;
193
- Under the section "development use social media and internet" it is stated that the Dutch
are amongst the biggest users of social media; how is this claim supported, and here
also Facebook and social media are wrongly used as synonyms;
5. Page 16 of proposal: in the section "Coherence between actions and objectives", it is
claimed that "Cut flowers destined for the higher market segment are almost always produced
in the EU"; please provide data supporting this claim;
6. Page 17 of proposal: describing the acceptability (SMART objectives) of the proposal, it is
claimed that 8mio EUR of the campaign only represents 3% of the (predicted) profit; that
would mean that the (predicted) profit would be 266mio EUR whereas on page 39 (expected
impact) a prognosis of 239mio EUR is made; please explain this difference;
7. Page 18 of proposal: it is claimed that growing use of social media will lead to a higher
spreading of the message; please explain on which – reliable - base this assumption is being
made;
8. Page 27 of proposal: the mentioned cost for action A5 (11.200 EUR) does not correspond
with the cost mentioned in the table on page 28 and with the budget table under section 8;
please adjust accordingly;
9. Page 37 of proposal: "Honorarium van het Uitvoeringsorgaan": is the use of time sheets
foreseen for the personnel costs or will the flat rate be used; now it seems that timesheets are
being used for the calculation of the flat rate cost; please clarify;
10. Page 38 of proposal: an asumption is made in relation to an expected decrease in
consumption in 2014 and 2015; please explain on what grounds this assumption has been
made?
Additional remarks:
- It would be in favour of the European dimension of the programme if the used extension of
the various digital carriers would be ".eu". Therefore the European Commission suggests
the use of this extension for the programme.
- Please explain how, if necessary, the proposing organisation will select the implementing
body in accordance with Art 13§2 of Reg 501/2008.
Oui/non
85/100
1/1
n.a.
194
CONCLUSIONS:
Observation(s)
Le 23/07/2013 (Ares 2796485) une demande pour info supplémentaire a été envoyé aux
authorités néerlandaise.
Le 27/08/2013 (Ares 2934159) nous avons reçu la réponse des authorités néerlandaise sur
base de laquelle une note de dossier a été rédigé (Ares 3042304).
Recommandation(s)
- à accepter
- à rejeter
195
Annex 1
Detailed budget 'LIEVELINGSBLOEM' (not country related)
photography right, design updating, engineering web applications, media strategy & concept development
no.
Action
2014
2015
2016
Total
Buy out photography/video rights &
voice-over video
Concept development, enrichment &
finetuning
Setup media strategy
€19.775,00
€19.775,00
€19.775,00
€59.325,00
€25.000,00
€25.000,00
€25.000,00
€75.000,00
€42.500,00
€42.500,00
€43.500,00
€128.500,00
€5.000,00
€2.250,00
€2.250,00
€9.500,00
€20.600,00
€21.010,00
€21.400,00
€63.010,00
A6
Updating leaflets, lifesizers & posters,
banners, factsheets, flower cards
Updating of design billboards, outdoor
posters
Adjustment website & maintenance
€2.500,00
€2.500,00
€2.500,00
€7.500,00
A7
New webapplication
€15.000,00
€12.000,00
€10.000,00
€37.000,00
A8
New webapplication tablet types
€7.500,00
€1.500,00
€1.500,00
€10.500,00
A9
Webapplication smartphone QR enabled
€50.000,00
€2.000,00
€2.000,00
€54.000,00
A 10
webhosting entire campaign
€4.750,00
€4.850,00
€4.950,00
€14.550,00
A 11
Re-editing/technical
adjustments/maintenance webvideo
TOTAL BUDGET NOT COUNTRY
RELATED
€10.000,00
€5.200,00
€5.250,00
€20.450,00
€202.625,00
€138.585,00
€138.125,00
€479.335,00
2014
2015
2016
Total
A1
A2
A3
A4
A5
Detailed budget 'LIEVELINGSBLOEM' (Germany)
no.
Action
D1
POS for Florists
€15.900,00
€16.255,00
€16.355,00
€48.510,00
D 1.1
Lifesizers carton
€10.750,00
€11.000,00
€11.000,00
€32.750,00
D 1.2
Print cost A2 size 'vote' posters
€2.250,00
€2.295,00
€2.340,00
€6.885,00
D 1.3
Distribution cost
€2.900,00
€2.960,00
€3.015,00
€8.875,00
D2
POS for Wholesalers
€8.000,00
€8.176,00
€8.347,00
€24.523,00
D 2.1
print cost A4 factsheets campaign info
€800,00
€816,00
€832,00
€2.448,00
196
D 2.2
Production cost alu banners
€4.300,00
€4.400,00
€4.500,00
€13.200,00
D 2.3
Distribution banners
€2.900,00
€2.960,00
€3.015,00
€8.875,00
D3
Consumer's Media
€614.000,00
€698.000,00
€719.000,00
€2.031.000,00
D 3.1
Billboards placement
€315.000,00
€355.000,00
€360.000,00
€1.030.000,00
D 3.2
Production cost outdoor
€9.000,00
€9.000,00
€9.000,00
€27.000,00
D 3.3
online advertising lifestyle website
€290.000,00
€334.000,00
€350.000,00
€974.000,00
D4
PR activities
€121.000,00
€156.120,00
€161.380,00
€438.500,00
D 4.1
€43.200,00
€44.280,00
€37.500,00
€124.980,00
D 4.2
pr strategy set up & execution media
contact, soc media control, seeding
pr stunt 1
€38.000,00
€55.000,00
€61.000,00
€154.000,00
D 4.3
pr stunt 2
€38.000,00
€55.000,00
€61.000,00
€154.000,00
D 4.4
documentation press clippings
€1.800,00
€1.840,00
€1.880,00
€5.520,00
TOTAL GERMANY
€758.900,00
€878.551,00
€905.082,00
€2.542.533,00
2014
2015
2016
Total
Detailed budget 'LIEVELINGSBLOEM' (France)
no.
Action
F1
POS for Florists
€19.650,00
€20.080,00
€39.730,00
F 1.1
Lifesizers carton
€-
€10.750,00
€11.000,00
€21.750,00
F 1.2
€-
€6.000,00
€6.120,00
€12.120,00
F 1.3
Distribution cost
€-
€2.900,00
€2.960,00
€5.860,00
F2
POS for Wholesalers
€7.900,00
€8.074,00
€15.974,00
F 2.1
€-
€700,00
€714,00
€1.414,00
F 2.2
€-
€4.300,00
€4.400,00
€8.700,00
F 2.3
€-
€2.900,00
€2.960,00
€5.860,00
F3
Consumer's Media
€663.500,00
€758.500,00
€1.422.000,00
F 3.1
€-
€295.000,00
€330.000,00
€625.000,00
F 3.2
€-
€8.500,00
€8.500,00
€17.000,00
F 3.3
€-
€360.000,00
€420.000,00
€780.000,00
F4
PR activities
€101.800,00
€136.440,00
€238.240,00
F 4.1
€24.000,00
€24.600,00
€48.600,00
197
€-
F 4.2
pr stunt 1
€-
€38.000,00
€55.000,00
€93.000,00
F 4.3
pr stunt 2
€-
€38.000,00
€55.000,00
€93.000,00
F 4.4
€-
€1.800,00
€1.840,00
€3.640,00
TOTAL FRANCE
€-
€792.850,00
€923.094,00
€1.715.944,00
2014
2015
2016
Total
Detailed budget 'LIEVELINGSBLOEM' (United Kingdom)
no.
Action
U1
POS for Florists
€19.650,00
€20.255,00
€-
€39.905,00
U 1.1
Lifesizers carton
€10.750,00
€11.000,00
€-
€21.750,00
U 1.2
€6.000,00
€6.240,00
€-
€12.240,00
U 1.3
Distribution cost
€2.900,00
€3.015,00
€-
€5.915,00
U2
POS for Wholesalers
€7.900,00
€8.243,00
€-
€16.143,00
U 2.1
€700,00
€728,00
€-
€1.428,00
U 2.2
€4.300,00
€4.500,00
€-
€8.800,00
U 2.3
€2.900,00
€3.015,00
€-
€5.915,00
U3
Consumer's Media
€663.500,00
€758.500,00
€-
€1.422.000,00
U 3.1
€295.000,00
€330.000,00
€-
€625.000,00
U 3.2
€8.500,00
€8.500,00
€-
€17.000,00
U 3.3
€360.000,00
€420.000,00
€-
€780.000,00
U4
PR activities
€101.800,00
€132.880,00
€-
€234.680,00
U 4.1
€24.000,00
€25.000,00
€-
€49.000,00
U 4.2
pr stunt 1
€38.000,00
€53.000,00
€-
€91.000,00
U 4.3
pr stunt 2
€38.000,00
€53.000,00
€-
€91.000,00
U 4.4
€1.800,00
€1.880,00
€-
€3.680,00
TOTAL UNITED KINGDOM
€792.850,00
€919.878,00
€-
€1.712.728,00
2014
2015
2016
Total
€5.230,00
€5.310,00
€-
€10.540,00
Detailed budget 'LIEVELINGSBLOEM' (Netherlands)
no.
Action
N1
POS for Florists
198
N 1.1
Lifesizers carton
€2.200,00
€2.250,00
€-
€4.450,00
N 1.2
€1.530,00
€1.560,00
€-
€3.090,00
N 1.3
Distribution cost
€1.500,00
€1.500,00
€-
€3.000,00
N2
POS for Wholesalers
€2.828,00
€2.866,00
€-
€5.694,00
N 2.1
€408,00
€416,00
€-
€824,00
N 2.2
€1.320,00
€1.350,00
€-
€2.670,00
N 2.3
€1.100,00
€1.100,00
€-
€2.200,00
N3
Consumer's Media
€369.950,00
€369.950,00
€-
€739.900,00
N 3.1
€155.000,00
€155.000,00
€-
€310.000,00
N 3.2
€4.950,00
€4.950,00
€-
€9.900,00
N 3.3
€210.000,00
€210.000,00
€-
€420.000,00
N4
PR activities
€110.770,00
€114.215,00
€-
€224.985,00
N 4.1
€16.950,00
€14.375,00
€-
€31.325,00
N 4.2
pr stunt 1
€46.000,00
€49.000,00
€-
€95.000,00
N 4.3
pr stunt 2
€46.000,00
€49.000,00
€-
€95.000,00
N 4.4
€1.820,00
€1.840,00
€-
€3.660,00
TOTAL NETHERLANDS
€488.778,00
€492.341,00
€-
€981.119,00
8. Eigen activiteiten (Max. 50% van de acties)
2014
€-
2015
€-
2016
€-
Total
€-
€-
€-
€-
€-
TOTAAL VOOR DE ACTIES (1)
Kosten ter waarborging van de goede werking =
€2.243.153,00
€3.120,00
€3.222.205,00
€-
€1.966.301,00
€-
€7.431.659,00
€3.120,00
Honoraria van het Uitvoeringsorgaan (max 13%
€50.050,00
€46.000,00
€46.000,00
€142.050,00
van acties 1-7, bijlage III Punt B1.2 van contract)
2,23%
1,43%
2,34%
1,91%
Meting van de resultaten (Max. 3% van (1),
€67.250,00
€96.500,00
€98.250,00
€262.000,00
bijlage III Punt C5 van contract)
3,00%
3,00%
5,00%
3,53%
1,2% van 15% van de jaarlijkse maximale
bijdrage van de EU
199
Totale rechtstreekse kosten voor het
€2.363.573,00
€3.364.705,00
€2.110.551,00
€7.838.829,00
programma (2)
Algemene kosten (Max. 3% van (2)-8, bijlage III
€70.750,00
€100.750,00
€63.250,00
€234.750,00
Punt A2 van contract)
2,99%
2,99%
3,00%
2,99%
TOTAAL BUDGET VOOR PROGRAMMA
€2.434.323,00
€3.465.455,00
€2.173.801,00
€8.073.579,00
200
Member State(s):
Poland
"QAFP – Quality Guaranteed"
Agricultural Market Agency
UPEMI
Partner of Promotion Sp z o.o.
Type of measure:
information
Product(s):
Meat and meat products produced within the QAFP
Quality System
Poland
Duration:
36 months
Total budget:
2.999 952,03 EUR
10 June 2013
A programme on meat and meat products produced within the national Quality System
"QAFP", with quantified information objectives (increase of knowledge and awareness)
addressed to consumers, Horeca and opinion leaders. The budget is 2.999 952,03 EUR and
the programme would run in the years 2014-2017.
The programme foresees such actions as www site, PR (press office, press conference,
workshops, press reports), informational materials, press and internet campaigns, cinema
campaign, idea placement campaign in tv, outdoor campaign, direct events, QAFP
Workshops.
201
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
1.
2.
3.
Informing about the rules regarding production of culinary pork meat and pork meat
products produced within the QAFP Quality System;
Presenting the quality values of the mentioned above products;
Increase of both knowledge and trust regarding the quality and safety of pork culinary
meat and meat products with the QAFP sign.
Quantified objectives:
1. Creating a positive image of the products with the QAFP mark and increasing their
recognition among consumers (TG1A and TG1B) by 25%;
2. Creating a positive image of the products with the QAFP mark and increasing their
recognition among HoReCa group (TG2) by 25%;
3. Increase of purchase regarding both QAFP culinary pork meat and meat products among
HoReCa group (TG2) by 15%;
4. Increase of expert knowledge regarding certification, production process and quality
values of QAFP marked products among the journalists key opinion leaders (TG3) by
30% and creating an attractive and positive media image of those products.
202
Strategy :
Campaign’s strategy focuses around culinary meat and meat products certified within the
QAFP Quality System mark. Informational activities will be targeted at three groups: TG1 Consumers (split for 2 sub-groups – women responsible for household shopping, and so
called “foodies” , for which cooking and culinary experience are a hobby), TG2 – HoReCa
group, and TG3 – journalists and key opinion leaders. Three sets of activates have been
planned for different target groups. First set have been planned for mentioned above target
groups. It includes building and managing a www site containing all the necessary
information and frequently updated news, public relations activities as well as informational
materials distributed during different events. Second set of activities is aimed for consumers,
and those activities include: press campaign, idea placement campaign in tv, ad campaign in
cinemas, outdoor campaign on city-light media, internet campaign and set of events. The last,
third set of activities is aimed for HoReCa group, and these are QAFP workshops, planned for
chefs. All these activates have been design to provide all the necessary information regarding
QAFP Guaranteed Quality System while reaching a wide spectrum of representatives of the
provided target groups, for which subjects as food quality, safety, it’s repeatability and
accessibility are a key factor and concern. They have been also focused around spring and
Christmas time, in both cases which these are the moments of increased demand for pork and
pork products.
In terms of strategy it is important to achieve the desired perception of meat produced in
QAFP system. Regardless of the diversity of the priority objectives within specific target
groups, the key is the image of the product and the perception of its benefits in a consistent
manner.
Therefore the strategy is to build a perception of QAFP meat as following:
QAFP meat is a good choice
 The entire production cycle is controlled to guarantee high quality of the meat
 Ease of choosing a high quality - the meat is packaged and labeled, properly stored
QAFP meat price is adequate to the quality
 QAFP meat is a good choice
 This is an important element of food pyramid - contains essential components, is a
source of protein and vitamins
QAFP meat have the right amount of fat and comes from a trusted source - affects my
well-being
 great part of a healthy and active lifestyle
QAFP meat is a choice of taste
 QAFP meat is tender, juicy and soft
 It is a taste that both kids and adults like
 QAFP meat can be prepared in various ways without any difficulty
 It is easy to prepare and can supply an infinite amount of culinary ideas
The Key issue in the program is the synergy of activities for the three groups and the fit of
individual messages and their mutual integration
Important are:
203




consequence and coherence of argument
complementarity and reinforcing messages
their individual fit and timing
identify the key points of contact.
Target group(s) :
TG1: consumers
TG1 A: women aged 25-65, living in cities, responsible for daily purchases, taking care of the
quality of everyday life, often influenced by advertising in their choices, paying a premiupm
for higher quality products, the main factor in their purchase choices are the nutritional
qualities of the foodstuffs;
TG1 B: foodies – women and men aged 20-45, living in cities, open to novelties, paying
attention to nutritional values and taste, like to cook, they celebrate food, they go to
restaurants and bars;
TG 2: HORECA: representatives/owners of restaurants, hotels, catering companies in bigger
cities, with a high standard of the services provided.
TG 3: journalists and opinion leaders: increase of professional knowledge about the
certification, the production process and values of QAFP products and creating an
attractive/positive media image.
Themes :
1.
2.
3.
4.
5.
6.
Meat and meat products production standards, methods and requirements;
Guaranteed Products Quality System’s advantages;
Taste and quality values of pork meat;
Knowledge regarding pork meat preparation and cooking process;
Meat safety issues
Image of pork meat among consumers, HoReCa group and journalists
Aspects covered :
quality;
food safety;
specific methods of production;
nutrition issues;
health issues;
labelling;
animal welfare;
1. Characteristics of the QAFP system and the requirements set before the certified
companies;
2. Taste, quality and food safety characteristics of QAFP certified meat and meat products;
3. Issue of repeatability of meat parameters, including quality, in case of QAFP certified
products;
4. Lack of meat “enhancing” methods in case of QAFP certified products, such as water
addition;
5. QAFP system package labeling;
6. Trust issues in case of food products, in this case culinary meat and meat products.
The actions designed for the campaign have been split into 3 main groups.
204
In case of first group, so called “Shared” group (TG1, TG2, TG3), it consists of www site
production and update, PR activities (press office, press conference, workshops, reports) and
production and distribution of press report. WWW site and press office will be working
throughout whole campaign, except the so called start-up time in case of the site.
Informational materials will be produced at the start of the campaign and distributed during
different events and workshops.
In case of the second group, targeted at TG1 – meaning consumers, it consists of: press and
internet campaigns, cinema campaign, idea placement campaign in tv, outdoor campaign and
direct events. In case of press campaign 22 titles have been chosen, in which press ads and
advertorials will be presented every year, during both spring and Christmas time. The same
model has been used in case of internet campaign, where banners film ads will be presented at
six portals during the same period of time, as in case of press. Cinema campaign, due to its
characteristics, has been planned for the first and second year, to help developed the initial
impact, and it will be provided in three cinema networks during spring and Christmas again.
Idea placement campaign has been planned during every year, again in the same period of
time, in two breakfast television programs. Outdoor campaign will be present in six polish
major cities and agglomerations, while using the city-light media on bus and tram stops. The
last planned activity – direct actions – three workshops for consumers organized with the help
of press and contests for bloggers.
Third and last group of activities is target at TG2, meaning HoReCa group, and it only
consists of QAFP Workshops. These workshops, 7 per year, will be organized for chefs. Their
aim will be to both inform them regarding the QAFP quality system as well as to educate
them about the proper meat preparation and processing.
The volume and planned schedule of the mentioned above actions has been presented in the
diagram below.
205
ACTIONS
I
YEAR I (2014)
II III IV V VI VII VIII IX X XI XII I
YEAR II (2015)
II III IV V VI VII VIII IX X XI XII I
YEAR III (2016)
II III IV V VI VII VIII IX X XI XII
Building the site
WWW SITE
Contests
Site update
Site positioning
Press office
PRESS OFFICE
(PR)
Press conferance
Workshops
Reports for press
INF Materials
TV - IP
Campaign
Production
Distribution
Dzień Dobry TVN
2
1
1
2
1
1
2
1
1
Pytanie na Śniadanie
2
1
1
2
1
1
2
1
1
1
1
Preparing the spot
Cinema
campaign
Multikino
New Age Media
KinAds
Gotujmy.pl
Kuchnia.wp.pl
Internet
campaign
Wp.pl
Onet.pl
Wrzuta.pl
VOD.onet.pl
Virale
Tele tydzień
1
Życie na Gorąco
1
Chwila dla Ciebie
1
Wysokie Obcasy
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Pani Domu
1
1
1
1
1
Naj
1
Viva
1
1
1
1
1
1
1
Show
1
1
1
1
1
Twój Styl
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Dobre rady
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Kobieta i życie
1
1
1
1
Poradnik Domowy
Świat Kobiety
1
1
1
1
1
1
1
1
Party
Claudia
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Przyjaciółka
Tina
Press
campaign
1
1
1
1
1
1
1
1
Oliwa
1
1
1
1
1
1
Przyślij Przepis
1
1
1
1
1
1
Moje Gotowanie
1
1
1
1
1
1
Kuchnia
1
1
1
1
1
Sól i Pieprz
1
1
1
1
1
1
1
Upper Silesian Region
Warsaw
Outdoor
campaign
Poznan
Wroclaw
Tricity
Lodz
Direct actions
"Cook with us"
"Blog with QAFP"
Workshops
QAFP
Nowości Gastronomiczne
Workshops
Świat hoteli
2
1
1
1
2
1
1
1
1
1
1
2
1
1
1
1
206
1
2
1
1
1
1
1
1
2
1
1
1
1
1
2
1
1
1
1
1
1
1
1
Anticipated impact:
The quantified objectives set by the campaign are:
- creating a positive image of the products with the QAFP mark and increasing their
recognition among consumers (TG1A and TG1B) and HoReCa group by 25%;
- increase of purchase regarding both QAFP culinary pork meat and meat products among
HoReCa group (TG2) by 15%;
- increase of expert knowledge regarding certification, production process and quality values
of QAFP marked products among the journalists key opinion leaders (TG3) by 30% and
creating an attractive and positive media image of those products.
The main features of the evaluation method are the following:
The effectiveness of the campaign will be evaluated through a set of qualitative and
quantitative assessments.
All the results will be presented in an evaluation report prepared by an independent body after
the campaign is finished.
Qualitative research will be based on individual interviews with the representatives of
presented target groups in 3 major cities in Poland.
Quantitative research will be based on 3 sets – a pre-test, test in the middle of the campaign,
and test at the end of the campaign.
Tests aimed at consumers will be implemented as canvass, whereas tests aimed at HoReCa
will be implemented through a CATI method poll.
23,2 / 30
32,4 / 40
European dimension:
6,4 / 10
Cost/efficiency:
15,2 / 20
207
Budget by action :
Group
€
Activities
5.7.1.1 Coherent creative line
5.7.1.2 WWW site
5.7.1.3 Public Relations
5.7.1.4 Informational materials
SUM
5.7.2.1 Press campaign
5.7.2.2 TV campaign
5.7.2.3 Cinemas campaign
5.7.2.4 Outdoor campaign (OOH)
5.7.2.5 Internet campaign
5.7.2.6 Direct activities
SUM
5.7.3.1 Workshops for chefs
5.7.3.2 Trade press
SUM
Shared
TG1
Consumers
TG2
HoReCa
YEAR I
YEAR II
YEAR III
Net cost
Net cost
Net cost
€
7 500,00
€
Guarantee's cost for order's proper execution
Campaign's effectivness research
Fee - 13%
SUM OF DIRECT COSTS
Proposing Organization's costs - 3%
TOTAL BUDGET NET
€
-
€
10 500,00
€
16 330,00
€
6 040,00
€
6 040,00
€
28 410,00
€
101 590,60
€
86 087,00
€
73 927,54
€
261 605,14
€
37 912,30
€
780,00
€
780,00
€
39 472,30
€
163 332,90
€
95 907,00
€
80 747,54
€
339 987,44
€
206 905,00
€
206 905,00
€
206 905,00
€
620 715,00
€
83 200,00
€
83 200,00
€
83 200,00
€
249 600,00
€
98 470,00
€
55 480,00
€
€
153 950,00
-
€
34 330,00
€
34 330,00
€
34 330,00
€
102 990,00
€
204 185,00
€
201 740,00
€
278 830,00
€
684 755,00
€
48 700,00
€
48 700,00
€
48 700,00
€
146 100,00
€
675 790,00
€
630 355,00
€
651 965,00
€
55 928,00
€
55 928,00
€
55 928,00
€
€
12 000,00
€
12 000,00
€
12 000,00
€
36 000,00
€
67 928,00
€
67 928,00
€
67 928,00
€
203 784,00
YEAR I
TOTAL COST OF ACTIONS
3 000,00
SUM
YEAR II
€
907 050,90
€
€
10 395,34
€
€ 1 958 110,00
SUM
YEAR III
794 190,00
-
€
800 640,54
€
167 784,00
-
€ 2 501 881,44
€
10 395,34
€
27 211,00
€
23 825,00
€
24 019,00
€
75 055,00
€
117 916,00
€
103 244,00
€
104 083,00
€
325 243,00
€ 1 062 573,24
€
921 259,00
€
928 742,54
€
31 877,20
€
27 637,77
€
27 862,28
€ 1 094 450,44
€
948 896,77
€
956 604,82
€ 2 912 574,78
€
87 377,25
€ 2 999 952,03
YEAR I
Co-financing
EU
Poland
UPEMI
SUM
YEAR II
YEAR III
SUM
%
€
547 225,22
€
474 448,39
€
478 302,41
€ 1 499 976,02
50%
€
328 335,13
€
284 669,03
€
286 981,45
€
899 985,61
30%
€
218 890,09
€
189 779,35
€
191 320,96
€
599 990,40
20%
€ 1 094 450,44
€
948 896,77
€
956 604,82
€ 2 999 952,03
100%
Remarks:
208
However:
1. In the programme there is no mention of another currently co-financed running
programme on the QAFP system (on poultry and goose meat, by National Poultry Council
– KRD, which started 28/9/2011, duration 3 years); a parallel programme on the QAFP
system in the Polish market would be possible (in particular because it is for pig meat and
not poultry), it should however be indicated in this proposal how actions will be organised
in order to be sure that resources will not be doubled for the same events, audiences etc.,
and it should all the more so be indicated what possible synergies and mutual
reinforcements of these campaigns could be observed for an increased information impact
in the Polish market;
2. The objective of the proposed programme is correctly "information", so the improvement
of sales is, also correctly, not a direct objective of the programme, but only a secondary
and complementing one; however, more data on the level of production of pigmeat in the
QAFP system should be provided, as well as the levels of its consumption in Poland, so
that it could be assessed that the product does exist in the target market and is available
for the potential buyers; also a quantified forecast on the production potential of QAFP
pigmeat in the future should be given; moreover it should be noted that "distributors" are
not a direct target group of the campaign – please explain how the programme will
contribute to the increased presence of the QAFP pigmeat in the market without targeting
directly the distributors;
3. Please foresee among the messages to be applied in the programme in the course of its
implementation the type of messages that are foreseen in the sectoral Guidelines for this
sector in Annex I of Reg. 501/2008; moreover the measurement of the impact of the
programme (in the domain of the increased awareness) should be focussed on the
observation of an improvement of knowledge of these messages.
Moreover, please adjust the following points:
4. On p. 38 in the description of the tender procedure for the selection of the implementing
body it is mentioned that 3 final offers came on 18 March, however on the previous page
it results that the date should be 8 March – please clarify;
5. When catering, tastings or seminars with the use of QAFP meat are mentioned in the
programme (for instance on p. 136, 139, 213), please confirm that the meat products will
be delivered at factory prices;
6. On p. 139 the assumed size of the room should be mentioned, the fees of the "expert and
service" should be broken down and justified better, the description of the "follow up of
invitations" should be improved;
7. On p. 143 the yearly cost of 42.240 EUR should be broken down more – who will be
hired in the press office?, what type of personnel?, what part of the amount above
mentioned is going to be made up of "cost of running of the press office"?, what does the
latter include? How will the daily work of the press office be monitored?
8. On p. 144 please justify better the level of the flat-rate fees of the experts, or if applicable
reduce them to average market levels;
9. On p. 169, 171 and 214 the expected size of each advertorial is provided, but not the
expected page in the selected magazines – please provide this information;
10. On p. 175 the strategy of the idea placement is focussed on breakfast broadcasts; please
explain if there is no other type of popular TV programme where the information actions
may take place (which would be perhaps a more preferable one for quality pig meat)?
Popular broadcasts aired at the time of barbecues or dinners (more in the evening time
slots) may be also recommended. If it is still reckoned that breakfast programmes are the
best tool, please improve the justification of this choice.
11. On p. 185 the actions "RPM" and "sound group" should be explained better; moreover
some words is clearly missing in some of the sub-actions, please verify and add the
209
missing wording; finally please explain on the basis of which strategy are the costs of the
spot campaigns calculated – is it on the basis of the strategy of "purchase of guaranteed
audience" mentioned on p. 183? Does the choice of this strategy mean that the length of
the action in the cinemas may be longer/shorter than assumed (in order to reach the
guaranteed audience)?
12. On p. 198 – how can the effectiveness of the viral spots be measured? Is there a way of
assessing the number of views of each clip? Moreover, can the costs of production of the
movies be lowered by re-using some materials/concepts from other actions of the
programme?
13. In the programme you may consider using a website with the ".eu" extension, which could
be used along with, or at least lead to, the foreseen ".pl" website, please consult
http://www.ambitionhasanaddress.eu/pl;
Programme eligible:
Yes/No
good/average/poor
Yes
yes
good/average/poor
77,2
1/1
no
CONCLUSIONS
Observation(s) :
clarifications. (communication of 25/7/2013 ARES 2755865).
Recommendation(s) :
- To be accepted
- To be rejected
210
Member State(s):
Portugal
Programa de Crescimento e Consolidação do Vinho Verde
nos Países Terceiros
Instituto de Financiamento da Agricultura e Pescas (IFAP)
Comissão de Viticultura da Região dos Vinhos Verdes
(CVRVV)
Not selected yet
Type of measure:
promotion/information/mixed
Product(s):
Vinho Verde with Protected Designation of Origin (PDO)
Brazil, Canada, USA, Norway, and Switzerland
Duration:
36 months
Total budget:
1,271,267.85EUR
EU co-financing:
635,633.93 EUR
8/06/13 (electronic) and 13/06/13 (paper)
This programme aims at strengthening the knowledge and demand for European wines in
third countries, enhancing the image and quality of wines in general, and wines with Protected
Designation of Origin Vinho Verde in particular. Target markets include Brazil, Canada,
USA, Norway, and Switzerland. On one hand, trade/professionals will mainly be reached
through actions such as educational trips to the Vinho Verde Region as well as seminars,
tastings and meetings with Vinho Verde producers. On the other hand, educational tastings
and advertising campaigns will be the principal actions used to target adult consumers.
211
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
with the exception of designations under Community rules Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
N/A
implementing body
N/A
Objective(s) :
Strengthen the knowledge and demand for European wines, enhancing the image and quality
of wines in general, and wines with Protected Designation of Origin Vinho Verde in
particular;
# 1 - Report the current quality level of the Vinho Verde wine and demonstrate it through
tastings
# 2 - To educate and enhance the knowledge of the target audiences about the diversity of
styles/profiles of Vinho Verde wine, moments of consumption and matching with food
# 3 - Strengthen the presence of Vinho Verde in targeted markets
# 4 - Increasing media attention
# 5 - Benefit directly/indirectly all operators of the Vinho Verde Region: 21.000 winegrowers
and 600 bottlers.
212
Strategy :
The program to be implemented is based on a clear differentiation strategy of Vinho Verde
PDO (based on the unique attributes of PDO Vinho Verde) and great value of the Protected
Designation of Origin Vinho Verde (different profiles of Vinho Verde for higher prices
categories).
Target group(s) :
- Trade/Professionals - This audience includes the media/journalists, importers, distributors,
retailers and sommeliers.
More than a business partner, the trade is an important vehicle for educating consumers,
acting as trendsetters, often explaining and influencing consumers in choosing the wine. In
this sense the role of sommeliers is fundamental in restaurants as well as retailers in
supermarkets, liquor stores, and hotels and importers in influencing distributors. Journalists
have the power to educate and influence professionals and consumers.
- Adult Consumers.
Themes :
1. Specifications, quality and diversity of European Wines
2. Information about the Community regulations on wines with protected designation of
origin, in particular the Vinho Verde PDO regulation
To benefit from a PDO label, the viticultural product is subject to rigorous control of
every phase of its production, from vine to consumer. The grape varieties used, the
methods of vinification and its organoleptic characteristics are only some of the elements
whose control contributes to the award of this PDO. It is the responsibility of the Regional
Viticultural Commissions to carry out this control, so as to guarantee the authenticity and
quality of PDO products from within its specified regions.
The certification Vinho Verde PDO shows that the requirements lay down by the
Common Wine-growing Market Organization (European Commission regulations), by
National legislation and the rules of the Region itself, have been met, relating to:
- Geographic area of production;
- Types of soils for the vines;
- Suitability of grape varieties;
- Cultural practices and methods of training vines (traditional and those recommended by
CVRVV);
- Register and characterization of the vines;
- Yield per hectare;
- Wine-making methods and practices;
- Oenological practices;
- Minimum natural alcohol content;
- Physical-chemical and organoleptic characteristics;
- Wine-making, distillation, storage and pre-packaging facilities;
- Inscription according to the general norms of the Vine and Wine Institute and the
internal procedures of CVRVV;
- Distribution and marketing;
- Labeling to be used on containers.
3. Information about the Vinho Verde PDO, certified quality, the intrinsic qualities of this
wine.
For the consumer, a viticultural product that carries a PDO label is sure to be genuine and
authentic, a favorable factor in the perception of its quality.
4. Vinho Verde and food.
213
Aspects covered :
quality
variety.
- The Vinho Verde is a European wine with PDO; certificate.
- Vinho Verde offers appealingly light wines and lower alcohol wines, reflecting the natural
assets of this unique coastal wine region.
- There is no other wine like Vinho Verde in the world. Vinho Verde provides refreshingly
different wines to most other great white wine regions by basing much of its winemaking
craft on the clever use of blends from several indigenous varietals, including the classic
Alvarinho.
- These qualities together deliver a range of distinctively fresh, crisp, and lightly aromatic
styles.
- There are different profiles of Vinho Verde, which share common characteristics
(freshness, lightness, low alcohol) but present with different styles - white, rosé, sparkling
and sparkling, semi-sweet, dry batch, varietal, etc.
- Vinho Verde wine is surprisingly gourmet (food friendly), harmonize with huge dishes and
international cuisines
- Always great value – outstanding quality wine at everyday and premium price ranges; ideal
for many relaxing wine moments and food occasions.
All these messages are based on the intrinsic qualities of the PDO Vinho Verde and conform
to the law applicable in the target markets.
It is intended to communicate a Europe rich in tradition and culture, whose values are
revealed in agricultural products (wines) that are produced with quality in the European
Community; to demonstrate to Third Countries the ability that European Community have, as
experienced producer of quality wines, to combine these cultural and historical values with
modern technologies and consumer tastes.
Corporate Design
1. Corporate Design
Conceptual and graphic production of the communication materials, production of
photographic images for illustration and incorporation in the communication materials.
Translation into the language of the target markets.
Brazil
1. Brazil Media & Trade Program
Media & Trade Material:
Coordination and production of e-newsletters and informational materials customized to the
media and trade needs (brochures, ads, press kit ...).
Educational Tour:
Educational trip to the Vinho Verde Region for trade – journalists, importers/distributers and
sommeliers.
Media & Trade Meeting:
The activity takes place in a city per year (Rio de Janeiro, Brasilia and Campinas), for 25
professional guests:
- Educational and interactive seminar, guided by a CVRVV technician and a prominent
expert in the local market
- Guided tasting of Vinho Verde wine and food
214
- Meetings for individual presentation of Vinho Verde wines to the professional guests
2. Brazil Consumer Program
Consumer Material:
consumer needs (brochures, ads, information guides ...).
Educational Tastings:
10 Vinho Verde educational tastings for consumers at the points of sale (Retailer tastings),
bars or restaurants (Friday tastings), food and wine events (Food & Wine tastings and Top
Chefs tastings) and other relevant events (Special tastings). The activity includes brand
activation with hobbies and/or giveaways, the promoters training, and when relevant Vinho
Verde wine and food matching guided by recognized chefs and/or sommeliers. The
educational tastings will take place in Rio de Janeiro, Brasilia and Campinas.
3. Brazil Informative Advertising Campaign
Vinho Verde Information campaign online and offline.
Provisional plan:
4. Brazil Implementing Body Staff Expenses
Flights and stays during the execution of the program’s activities.
5. Brazil Wine and Materials Transport
Shipment of samples (wines and materials) for the execution of the program’s activities. Air
transport to the destination airport and land transport to the final address, including
legalization and customs duties, insurance and other related expenses (shipping boxes for
redistribution per several final addresses etc.).
Canada
Being this a monopoly market with high legal limitations to communication with the wine
consumer, the program does not contemplate direct action to end-consumer.
1. Canada Media & Trade Program
Educational Tour:
sommeliers.
5 Vinho Verde educational tastings for members of the media or trade (guild of sommeliers or
importers and distributors teams). The activity includes a local and specialized
trainer/speaker, and Vinho Verde wine and food matching guided by recognized chefs and/or
sommeliers. The educational tastings will take place in different cities according to the
acceptance of the target audiences.
2. Canada Wine and Materials Transport
215
USA
1. USA Vinho Verde Website
Maintaining a website specifically for the U.S. market, with informative, attractive and high
quality contents - an introduction to the Vinho Verde Denomination of Origin, information
and education for trade, media and consumers, and information about education events in the
U.S:
Vinho Verde Events: Keep consumers and trade updated on Vinho Verde events. List
upcoming events on the homepage that will hyperlink to an Events Page with additional
details including participating producers, venue, and RSVP contacts. Following events, will
upload slideshow of event photos via Flickr.
News Bureau: Post relevant news articles and recent Vinho Verde wine reviews on
homepage, linking to the original articles.
Food and Wine Pairings: Build a tool to help consumers pair Vinho Verde with a particular
dish.
Trade Information: Include detailed information for the wine trade and media including
upcoming trade events, recent vintage reports, and statistics about Vinho Verde wine in the
U.S.
Educational Materials: Provide PDFs of Vinho Verde brochures and maps that can be
downloaded and printed for consumers and trade to learn more about Vinho Verde viticulture.
2. USA Media & Trade Program
Press Office:
Information service about Vinho Verde for media and other trade – includes both traditional
media and wine bloggers. Works as a comprehensive, year-round news bureau to maintain an
ongoing dialogue with the media. The aim is to promote greater awareness and knowledge of
Vinho Verde.
- Individual presswork - individualized advice to journalists, to achieve greater depth in
press coverage
- Submit wine samples for selected journalists and bloggers to encourage reviews
- Monitoring of the news published and clipping service.
Educational Tour:
sommeliers.
The activity takes place in a city per year (New York, Chicago and San Francisco), for 25
professional guests:
15 Vinho Verde educational tastings for members of the media or trade (guild of sommeliers
or importers and distributors teams). The activity includes a local and specialized
3. USA Consumer Program
Consumer Material:
216
15 Vinho Verde educational tastings for consumers at the points of sale (Retailer tastings),
bars or restaurants (Friday tastings), food and wine events (Food & Wine tastings and Top
Chefs tastings) and other relevant events (Special tastings). The activity includes brand
activation with hobbies and/or giveaways, the promoters training, and when relevant Vinho
Verde wine and food matching guided by recognized chefs and/or sommeliers. The
educational tastings will take place in New York, Chicago and San Francisco.
4. USA Informative Advertising Campaign
Vinho Verde Information campaign online and offline.
Provisional plan:
5. USA Implementing Body Staff Expenses
6. USA Wine and Materials Transport
7. USA Market Study
Study to evaluate the results of the activities executed during the 3 years of the program in
USA. Study’s outputs:
- Final quantification of the impact measures in the U.S. market
- And, by extrapolation form USA market considered as a reference market, program’s
impact in other target markets.
Norway
Being this a monopoly market with high legal limitations to communication with the wine
consumer, the program does not contemplate direct action to end-consumer.
1. Norway Media & Trade Program
Educational Tour:
sommeliers.
The activity takes place in Oslo, for 25 professional guests:
217
5 Vinho Verde educational tastings for members of the media or trade (guild of sommeliers or
importers and distributors teams). The activity includes a local and specialized
2. Norway Implementing Body Staff Expenses
3. Norway Wine and Materials Transport
Switzerland
1. Switzerland Media & Trade Program
Educational Tour:
sommeliers.
The activity takes place in a city per year (Zurich and Geneva), for 25 professional guests:
2. Switzerland Consumer Program
Consumer Material:
5 Vinho Verde educational tastings for consumers at the points of sale (Retailer tastings), bars
or restaurants (Friday tastings), food and wine events (Food & Wine tastings and Top Chefs
tastings) and other relevant events (Special tastings). The activity includes brand activation
with hobbies and/or giveaways, the promoters training, and when relevant Vinho Verde wine
and food matching guided by recognized chefs and/or sommeliers. The educational tastings
will take place in New York, Chicago and San Francisco.
3. Switzerland Implementing Body Staff Expenses
4. Switzerland Wine and Materials Transport
218
Anticipated impact:
#1 – Increased awareness and demand of Vinho Verde, enhanced image and perceived quality
of wines with Protected Designation of Origin Vinho Verde
#2 – Increase the Vinho Verde presence in target markets - Growth rate/year of the Vinho
Verde demand in Brazil = 6% (base 1.1 million liters)
- Growth rate/year of the Vinho Verde demand in Canada = 6% (base 1 million liters)
- Growth rate/year of the Vinho Verde demand in USA = 5% (base 4 million liters)
219
- Growth rate/year of the Vinho Verde demand in Norway = 7% (base 160.000 liters)
- Growth rate/year of the Vinho Verde demand in Switzerland = 7% (base 900.000 liters)
#3 – Increase media attention
- Number of articles published/per year in the Brazil: 6
- Number of articles published/per year in the Canada: 6
- Number of articles published/per year in the USA: 20
- Number of articles published/per year in the Norway: 6
- Number of articles published/per year in the Switzerland: 6
# 4 - Average producers’ satisfaction level after participation in the program’s activities:
positive (evaluated by questionnaire in the end of each activity)
# 5 - N. º of contacts made per activity – average of 5 contacts by producer (evaluated by
questionnaire in the end of each activity)
# 6 - N. º of business previewed per activity – average of 3 commercial businesses by
producer (evaluated by questionnaire in the end of each activity)
Evaluation Methodology:
- Evaluation Study of the results of the program's activities (USA)
- Evaluation questionnaires of the visits to the Vinho Verde Region (guests' responses)
- Statistical data from INE (Instituto Nacional de Estatística – Portugal): demand - value
and volume - per target market
- Clipping: number of articles published about Vinho Verde per target market
- Evaluation questionnaires of participation of the producers in the program's activities
ASSESSMENT BY THE MEMBER STATES
27/30
32/40
European dimension:
7/10
Cost/efficiency:
Budget by action :
14/20
€
220
221
222
223
224
Revised Budget by action : €
225
226
227
228
Revised Co-financing plan : €
229
Remarks:
This programme is the continuation of four programmes:
- Programa de Promoção do Vinho Verde em Países Terceiros (FEOGA - Nº 04DFA2/SPA-040), aprovado a 22 de Abril de 2004 e com bom término a 21 de Abril de
2006 (mercados visados: EUA, CANADA, BRASIL E SUÍÇA);
- Programa de Informação e Promoção do Vinho Verde nos Países Terceiros (FEOGA contrato 07- DFA/SPA-025), comparticipado pelo IFAP/EU, com bom término a 4 de
Março de 2010 (mercados visados: EUA, CANADA, BRASIL, SUÍÇA E NORUEGA);
- Programa Reforço de Informação e Promoção dos Vinhos Verdes (DOP) nos Países
Terceiros (Contrato FEAGA n.º 05 02 10 01 – 3801 437), comparticipado pelo
IFAP/EU, com bom término a 25 de Fevereiro de 2013 (mercados visados: EUA,
CANADA, BRASIL, SUÍÇA E NORUEGA);
- Promoção de vinho em mercados de países terceiros, Concurso nº 1/2010, contracto
0011/APVMPT/11, comparticipado pela IFAP/EU, em execução da terceira e última
fase (mercados visados: EUA, CANADA, BRASIL E SUÍÇA).
Annual reports of these programmes were sent together with this application and show the
positive impacts these programmes had on the target markets.
One has to note that CVRVV is representing a very high number of producers (21,000) and
that although the programmes seem to repeat themselves, they may benefit different
producers and target different markets within a country. CVRVV indeed intends to extend the
range of wines proposed in each of these target markets.
Programme eligible:
Yes/No
- The Member State is asked to confirm whether the proposing organisation is a public or
- As there is a risk of double funding of promotion activities for wine in third countries,
the Member State is asked to confirm that the activities foreseen within this programme
will not receive any other funding from the EU, in particular within the framework of
the wine support programme (Article 103p of Regulation (EC) No 1234/2007).
- Provide a detailed calendar for the procedure to be followed to select the implementing
body (p. 11).
Programme type:
- According to the objectives and actions description, the programme type should be
modified to mixed and not promotion only (p. 13).
Objectives:
- All objectives should be quantified for each target country. Some indications are given
under the impacts' section but they should be further detailed under this chapter (p. 18).
Actions:
For all target countries:
- Media Trade and Consumer Material: provide more detailed information on the type of
material to be produced as well as to whom they will be distributed; justify the wide
range of costs used (from 3,500 to 10,150 EUR);
- Educational tastings: indicate the approximate numbers of participants/contacts per
training; justify the unit cost used per training (this cost varies from 1,000 to 2,500 EUR
depending of the target country); confirm that the cost of the wine used for tasting
230
corresponds to factory prices. If it is not possible in some of the target markets (for
example because of monopolies), duly justify the costs used;
- Samples transport: justify the costs foreseen with the volumes transported and the
distances.
For USA actions:
- Press office (USA): confirm that the cost of the wine samples to be sent to journalists
and bloggers corresponds to factory prices; indicate the size of these samples (p. 28);
- Website (USA): in the description of this action (USA), it is clearly mentioned that this
corresponds mainly to the maintenance of the existing website while in the cost section,
the cost foreseen includes much more. Please clarify and justify the cost;
- Media & Trade meetings (USA): justify or modify the numbers of hours attributed to
the coordination of these actions by the executive agency (37.5 hours) as similar actions
in other countries require less time;
- Market Study (USA): this study is part of the compulsory final evaluation of the
programme and does not represent an action as such. It should therefore be removed
from this chapter and its cost should be included in the 3% foreseen for the final
evaluation (see below in budget).
Impacts and final evaluation:
- Indicate the expected numbers of direct and indirect contacts for each action;
- An evaluation study is foreseen for the USA market and is proposed to be used to
extrapolate the impacts of the programme in the other target countries. Provide more
details on this evaluation and on its methodology. In addition, it seems that
extrapolating the data obtained from this study to results obtained on the other target
markets will have its limitations and won't produce reliable data to assess the overall
impact of the programme. Therefore the final evaluation methodology should be refined
and further detailed.
Budget and administrative certificates:
- The cost of the implementing body is based on time sheets and not on a percentage fee.
As a result it sometimes represents more than 40% of the cost of the actions. This seems
very high and should be duly justified or revised if necessary;
- 3% for the compulsory final evaluation of the programme should be added to the
budget.
- Financing plan: two plans are presented, one with 20% MS co-financing and one with
no MS co-financing. This is not allowed as the co-financing plan should be determined
when the proposal is submitted. Confirm that the MS will finance 20% as stated in their
summary table and remove the other financing table from the proposal. The declaration
of the proposing organisation should also be modified accordingly;
- The social security and financial certificates are not valid anymore and should be
resubmitted.
European dimension:
- It would be in favour of the European dimension of the programme if the used
extension of the various digital carriers would be ".eu". Therefore the European
Commission suggests the use of this extension for the programme.
231
good/average/poor
good/average/poor
good/average/poor
good/average/poor
80/100
3/5
N/A
CONCLUSIONS
Observation(s) :
The programme can be accepted provided that sufficient additional information is provided.
The Proposing Organisation has provided all required clarifications by email on the 27th
August 2013 and by mail on the 2nd September 2013. All details can be found in the Note For
the File (Ares(2013)3089923).
Recommendation(s):
- To be accepted
- To be rejected
232
Member State(s):
PORTUGAL - PT
The Excellence of Honey
Federação Nacional de Apicultores Portugueses (FNAP)
Not yet selected
Type of measure:
Product(s):
honey
FRANCE – FR, GERMANY – DE, PORTUGAL – PT,
SPAIN – ES, SWEDEN – SE and UNITED KINGDOM –
UK
Duration:
36 months
Total budget:
1,206,456.30 EUR
EU co-financing:
603,228.15 EUR
This programme aims at promoting honey as a product of excellence around two themes: “Do
you really know honey?” and “More Honey, More Life”. The main target groups are families,
particularly young families (less than 35 years), youth population (ages between 5 and 12), as
well as restoration, school canteens and distribution companies. Apart from horizontal
marketing and communication activities, this programme foresees the participation to various
international fairs and exhibitions in France, Germany, Portugal, Spain, Sweden and the UK.
In addition, for Portugal, two annual events around gastronomy are planned – namely the
"Melisème" action (tasting with producers and journalists) and "Aldeia do Mel" (activities
around honey including showcookings, workshops, labshops, games, tastings, sales, music,
etc.) – as well as public relations activities including participation in fashion events, presence
at airports and schools' actions.
233
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
N/A
implementing body
N/A
Objective(s) :
1. Promote the unique characteristics, as well as nutritious qualities of honey as functional
food.
2. Create the preference and promote honey consumption based on its characteristics and
qualities, as a healthier alternative, and as better alimentation, suitable for any life phase e
different life styles;
3. Lower the average age of consumers;
4. Increase the average consumption (per capita) of honey in Portugal (0,3 Kg/person/year)
to a value near EU average (0,6 Kg/person/year) – growth of 5% a year;
5. Change the present balance of the Portuguese market, reinforcing the importance of retail
market, from the actual 15% share to 25%, allowing the producers to retain the gains
provided by selling final products;
6. Channel the expected production growth, consequence of the augmentation of hives and
high market price cycle, in order to face the expected growth on demand;
7. Promote the image of Honey as a product of excellence;
234
8. Maximize the efficacy and coverage levels of the communication within the target
audiences;
9. Promote the honey image, and the importance of honey consumption, as (i) environmental
friendly, (ii) fundamental for biodiversity (both flora and fauna resources), (iii) promoter
of ecosystems and habitats and for that as a fundamental contributor for the maintenance
and development of rural areas and population.
Strategy :
In order to achieve our goals and proposed objectives, we have decided for a strategy of
development which lays in a fluid communication process, capable of changing the
consumers’ habits.
The strategy is based on three complementary areas, which should always be looked upon in a
combined manner:
1. Marketing and communication should accompany the entire program, and make easier the
information flow, laying down conditions for the consumers better understanding of our
messages.
2. As far as the public relations actions are concerned, the direct contact with different
audiences will allow us to better interact, especially with children. These actions are of
extreme importance as they allow the development of experimentation activities, which
will work as consumption enhancer.
3. Events and Fairs: fairs still have a major importance in the food sector, as always are
present the major distributors. The events will be activities that will allow us to have a
more near and direct contact with different audiences.
It’s our belief that this strategy is the more correct and appropriate to achieve the goals
and proposed objectives.
Target group(s) :
1. Families, particularly young families (less than 35 years);
2. Youth population (ages between 5 and 12);
3. Restoration, school canteens and distribution companies;
4. Media and Social communication.
Themes :
1. With this program we aim to develop the message: “Do you really know honey?”. With
this message we intend to create expectations in the consumers, and by that, growth the
awareness for the benefits of honey consumption.
2. Additionally we intend to promote the increase of honey consumption, and to establish an
consumption habit, through the message: “More Honey, More Life”
Aspects covered :
quality
safety of food
nutritional values
labelling
1. The benefits and different applicability of honey as food;
2. Beekeeping is an environmental friendly activity, perfectly integrated in natural
ecosystems and habitats;
235
3. The profits and indirect benefits of beekeeping and honey consumption for today society
and global economy are unquestionable and not measureable.
Action 1 – Marketing and Communication
A. Messages' definition, Communication strategy and corporate image including the
electronic newsletter
Message systemization and creation of corporate image for reinforcement of different target
audiences, both of the European Honey sector and civil society, placing honey in the mind of
European consumers.
B. Media coverage including one press conference as well as its preparation and followup
Direct contact with all national media, and some foreign ones, for transmitting the program
messages, its development and other. The aim is to reach the general public, as well as other
considered targets, through the systematic issue of media statements, promotion of interviews,
opinion articles and similar, and organizing some periodic meetings with several media.
Recollection of information published in the press national wide, and content analysis of the
news published in the media.
236
C. Graphic communication and visuals including graphic design, images bank, creation
and production of booklets, leaflets and guides, promotional video
The creation of graphic parts will function as message reinforcement. It’s a fundamental tool
for street action and mass distribution.
D. Website creation and Social networks
Through the website it is intended to reach a wider audience as possible, but it will be used at
the same time as a research and information tool for journalists of different media and other
professionals. The intention is to reach younger audiences trough discussion forum, tips and
other advices for a healthier lifestyle.
Action 2 – Public relations
With these actions it is intended to guaranty a close contact with different audiences, serving
not only to reach those that we communicate directly to, but also other audiences capable of
influencing consumption behaviour.
A. Participating in 2 National fashion events: "MelGastronomous" stand where finger
foods and drinks based on honey will be served
B. Presence at airports (3 days/year, each year): "MelGastronomous" stand
C. School actions (75 schools/year, 500 students/school): participation of one chef (from
the "MelGastronomous" stand), one specialist in biodiversity/bees, one nutritionist and,
for one school per year, one VIP as well.
Action 3 – Participation in Fairs and Exhibitions
To participate in the following main national and international events and fairs (food
industry), and by doing so reaching different targets and audiences:
 PT: Salão "Prazer de Provar" – Santarém (in 2014, 2015 and 2016), SISAB Salão
Internacional do vinho, Pescado e Agro-Alimentar – Lisbon (in 2015), Alimentária –
Lisbon (in 2014)
 FR: SIAL – Paris (in 2014 and 2016)
 DE: Anuga – Cologne (in 2015)
 ES: Alimentaria – Barcelona (in 2015), Salón del Gourmets – Madrid (in 2016)
 UK: IFE – London (in 2015)
 SE: Love Food & wine Fair (Alska Mat & Vin) – Malmo (in 2015)
A. Miniworkshops, labshops with finger foods based on honey
B. Similar structures to be mounted on main squares of each city at same time as fairs or
exhibitions
Action 4 – Gastronomy
With the proposed events we aim to communicate and establish a relation of proximity with
opinion makers (journalists, producers and area experts) for one hand, and for another, to
guaranty a massive involvement of the population.
A. "Melisème" action (once per year): tasting with producers and journalists (Porto in
2014 and 2016, Lisbon in 2015)
B. "Aldeia do Mel" (once per year): various activities around honey including
showcookings, workshops, labshops, games, tastings, sales, music, etc.
Direct contacts:
237
The programme also oversees to have around 7 million of indirect contacts.
The following tools are foreseen:
 Registration of direct contacts (estimated numbers above)
 Web statistics for indirect contacts
 Final evaluation of the market behaviour, compared to the previous years
 Two studies to measure the notoriety of honey in the different target groups, one at the
beginning of the programme and one at the end
28/30
34/40
European dimension:
Cost/efficiency:
7/10
16/20
238
Budget by action :
€
239
240
Remarks: N/A
Programme eligible:
Yes/No
- Selection of the implementing body: reference should be made to annex 6 and not 7 (p.
7).
Target markets and objectives:
- Clarify which are the target markets (chapter 4.4, p. 8): add Portugal explicitly in the
list given; since DE, FR, ES, SE and UK are also mentioned as markets targeted
through this programme, the current situation of honey on these markets should be
added in chapter 5.1.
- Objectives should be better aligned with the guidelines of Annex I of Regulation
501/2008; for instance, the following objectives should be deleted:
o lower the average age of honey consumers
o change the present balance of the Portuguese market
o channel the expected production growth
- Objectives should all be SMART, in particular they need to be quantified and
measurable for each of the target markets (p. 13).
Actions:
- For all actions, include in their description (in chapter 5.5 – and not in the annexes) a
table presenting their respective costs. In particular:
o align description of action 1 in chapter 5.5 (p. 17-21) with the budgetary
breakdown provided p. 36.
o provide breakdown costs for the following actions (p. 36) as they are currently
missing from the proposal:
 First three marketing and communication activities
 Video
 National Fashion Events
 Meliseme
 Aldeia do Mel
- Action 1.B (p. 18): clarify how many press conferences will be organised, provide more
details (when will it be organised, who will participate, which media will be used, etc.);
precise which "social communication organs" will be used.
- Action 1.D (p. 20): which language(s) will be used for the website and the
communication materials? Will you need translation costs? If so, their relative costs
should be included.
- Action 2.A (p. 22): precise when, where, for how long and who will participate in the
National Fashion Events.
- Action 2.C (p. 26): according to the calendar it is foreseen to visit 74 schools during
three months each year (including the month of December). Is that realistic? If too
ambitious, modify the calendar accordingly; provide information on the "brinde
promocional" to be distributed at the School events.
241
- Action 3 (p. 23): clarify if you intend to participate in the Feira Agricola de Santarem or
in the Salao de Prazer de Provar as stated in the annex and in the calendar; reference
should be made to annex 7 and not 8 (p. 24); provide more details on the actions to be
carried out on the main squares: where, when, how long, who, how many visitors
expected, etc.? In annex 7, SISAB should be organised in 2015 and not in 2014 as
mentioned in the calendar.
- Action 4.A (p. 25): provide more details, in particular on who will participate, how
many participants, how long will it last; explain the cities chosen.
- Action 4.B (p. 25): provide more details, in particular where will it take place, what will
be the programme of this event, who and how many persons will participate, etc.
Impact and final evaluation:
- Provide more details on the methodology of the final evaluations (p. 32): who will carry
it out, who will be interviewed, etc. Ensure that all objectives for each target markets
will be assessed through these.
- Note that to take maximum benefits of initial studies, we highly recommend to carry
them out before proposals are made. This indeed enables a better design of the
proposals. Therefore ensure that this initial study will be carried out at the very
beginning of the programme.
- Revise the quantification of foreseen direct impacts:
o 74 schools (and not 75) will be visited by the FNAP associates as one per year
is already counted in the School action with a public figure.
o ANUGA, action in Cologne: only one participation is foreseen according to
calendar.
o SIAL, action in Paris: two participations are foreseen according to calendar.
o The 3 Meliseme actions are missing and should be added.
- Number of contacts through the website (25 visits per day during three years) may be
too optimistic, revise if necessary.
Budget:
- Ensure consistency between the budget breakdowns provided in chapter 5.5 and the
summary budgetary table (chapter 8 – p. 36).
- Provide the budget breakdown by target markets.
- Travels and accommodation costs for members of the proposing organisation (FNAP)
are not eligible as such and should be included in the general costs sub-items; therefore
delete all these costs in each of the actions.
- Confirm that the costs of samples to be distributed are factory prices.
- Confirm the size of samples to be distributed during all relevant actions; for instance,
30g to be used for schools but what about other activities such as fairs.
- Justify the higher cost for the chef participating in the school actions (300 EUR/day
compared to 200 EUR/day for other actions) or modify accordingly.
European dimension:
Administrative certificates:
- Modify and resubmit the FNAP declaration to be consistent with the financing plan
provided.
- Resubmit more recent attestations for finance and social security.
242
good/average/poor
good/average/poor
good/average/poor
good/average/poor
85/100
1/5
N/A
CONCLUSIONS
Observation(s) :
August 2013 and by mail on the 2nd September 2013. Additional clarifications were received
by email on the 11th September 2013. All details can be found in the Note For the File
(Ares(2013)3090024).
Recommendation(s) :
- To be accepted
- To be rejected
243
Member State(s):
Portugal
Porto e Douro – The Excellence of European Terroir II
INSTITUTO DOS VINHOS DO DOURO E DO PORTO
(IVDP)
not selected yet
Type of measure:
Product(s):
PDO/PGI Wines
Portugal, France, Spain and Germany
Duration:
36 months
Total budget:
3,085,961.31 EUR
EU co-financing:
1,542,980.66
This programme aims at promoting PDO/PGI wines, in particular Porto and Douro wines, on
the internal market (Portugal, France, Spain and Germany). Two target groups are considered:
final consumers and opinion leaders, including trade representatives, journalists (both
specialized and more generalized), sommeliers, directors of Food & Beverage, as well as
buyers, retailers, agents, and importers. A part from online presence and promotional
material, the programme foresees the organisation of public relations events (tasting and
educational events), training and informational events (in Hotels as well as in Catering
Schools and Colleges), tailored training for Professionals and Consumers as well as
participation in fairs and other prestigious events
244
Yes/No
Yes/No
Yes/No/NA
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
N/A
implementing body
N/A
Objective(s)
Strategic objectives of the IVDP: the IVDP has the mission to guarantee the sustainability of
the row.
 To Promote the Concept of the Denomination of Origin, created and developed in
Europe, undertaking communication activities about quality, typicality, norms,
labelling, notoriety of the system, the increment of value and guarantee using, as an
example, the Porto and Douro D.O.s.
Over the three-year period, the aim is to reach out directly to over 40 000 European
citizens and to over 150 000 indirectly via the Media. Most of these citizens work in
the wine business, directly or indirectly (restaurants, tourism, food distribution,
teaching and the Press.
The advantages of the excellence of European agricultural products will also be thus
shown, when integrated in healthy competition with wine products from other parts of
the World.
In this strategy, the communication of the “Wine in Moderation” program, a
245
European strategy for moderate wine consumption, will be ever-present in the
IVDP’s message and also all its activities in this project.
 To contribute towards the rise in value-added wine sales quotas in the markets in
question, especially the Premium Port and Douro categories. In markets where
consumption is decreasing, strategies to communicate the concept “drink better” in
quality and price should be devised. A sustained project focusing on premium wines
meets this objective whilst, at the same time, improving the health and dynamics of
the Douro Demarcated Region wines (Port and Douro wines) and – also – the
economic activity of the EU agricultural sector.
With this project, the aim is to:
 Increase by 2% in the Special categories Ports (global Port sales in each market).

Increase sales of DOC Douro wines to the markets in question by 3% a year
(average price)
In view of these objectives, below is a projection of the respective growths in each of the
target markets:
 To reach out to both professionals and wine appreciators, as a strategic
communications axis of the two previous objectives. Being aware of the challenges
involved in direct communication with the final consumer, there is a huge amount of
on-going work to be carried out with this public. The aim is to contact the targets
either before their integration in the work place (schools and other teaching facilities)
or once they are working (associations, companies, groups, trade fairs, etc.).
The objective of the IVDP is to organize activities in 180 hotel schools in France,
Spain and Germany (through the holding of Master Classes). Portugal has an
autonomous program to this project, in the IVDP’s promotional budget, but the
objectives and strategies are shared. In all, it is possible that 3000 pupils will have
been involved in these activities over three years, professionals who will swell the
ranks of the European labour market. With the activities for professionals, the targets
are sommeliers, chefs, owners and managers, waiters, beverage and supermarket
retailers, buyers and journalists, totalling 6000 professionals over the duration of the
project. All these targets will have had direct contact with the Denomination of
Origin concept and with both Port and Douro wines.
Strategy :
The markets were carefully selected based on the large experience of the IVDP, in the actual
context of supply and demand whilst taking into account the results of several events
organized in the past few years. Knowledge of the markets and the program of proposed
events will permit that the defined targets be reached.
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The Communication strategies of this program are based on these axes:
 Public relations events: tasting and educational events: different wine tastings
among the target public (journalists, opinion leaders, wine professionals, On and Off
Trade, etc.). These events will take place in very prestigious spaces and have a strong
media impact. This type of public relations events will guide consumers to choose the
wines from the Community be it in the supermarkets, in restaurants or other places.
 Training and informational events about the quality of the Douro and Port
wines in Hotel and Catering Schools and Colleges: this type of event aims to create
awareness and interest in future professionals of this sector and allow them to obtain
deeper and more complete knowledge about our products. The French and Spanish
markets were selected for these activities.
 Training for Professionals: events aimed at providing on-going training and
information, including seminars, providing reliable information to this public on the
EU norms.
 Training for Consumers: with a program directed to Port and Douro wine lovers,
we propose the holding of initiatives that are different and that cause impact thus
allowing us to approach to the capital’s public.
 Participate in fairs and other prestigious events: the presence of the Port and
Douro Wines in prestigious, internationally acclaimed fairs (Prowein and Vinexpo),
will promote and enhance the image of these, as well as other European wines and
products.
 Online Presence: the use of the internet, and other virtual tools, is considered
essential in the modern global village setting of online communications.
 Production and distribution of promotional material: the objective is to sustain
and strengthening all the marketing events previewed in the program, maximizing
their promotional effect and projecting to the target public a solid and positive image
of the promoted products.
Target group(s) :
These actions are intended to cover a diverse audience (final consumer) and prescriptor, who
can be the driving force in the sharing of experiences, enhancing the scope of these activities
and increasing the number of contacts made (adoption of a seed marketing strategy). The
target public of the proposed events is the “trade” professional sector of each market,
specially influential journalists (both specialized and more generalized), sommeliers, directors
of Food & Beverage, as well as buyers, retailers, agents, importers and other opinion leaders,
who can influence – in a positive way – future habits of E.U. consumers and their wine
preferences of wine. In some activities, the final consumer is also a target.
Themes :
Aspects covered :
quality
labelling
variety.
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In relation to quality European wines (DOP and table wines with regional IG), focus will be
given to:
 The specificities which serve as a basis for the delimitation of the denominations of
origin;
 The organoleptic characteristics of the wines;
 Their process of certification;
 Their suitability and combination with the gastronomy of the target countries.
This project to promote the Port and Douro Denominations of Origin will centre on
communication, namely:
 The enhancement of Special Category Ports;
 To place focus on the complementary designations of Douro Wines (with emphasis
on the words "Reserve" and "Grande Reserva");
 The use of these as examples of the European Denomination of Origin System, which
recognizes and gives them unique and inimitable qualities;
 The recommendation of responsible and moderate consumption;
 Pairing of wines with local food.
It the aim of the IVDP to inform consumers on the carefully conducted certification process
applied to these wines, thus demonstrating its added value in terms of health and food safety
and feasibility. In this way, Port and Douro wines are differentiated – and, by extension,
European wines – by their use of the region as the core of their promotional activities.
 We propose to demonstrate to the internal market the capacity of the Member States,
as experienced producers of quality wines, allying these cultural and historical values
to modern technology and the preferences of the Community and international
consumers by the use of tastings of, and information on, Port and Douro wines and
their links to the gastronomy of each member state.
 We aim to create a higher awareness and knowledge to the target public about the
guarantee of quality, typicality and authenticity of Port and Douro wines, produced in
the Douro Demarcated Region, using them as an example of the European Union
system of Denominations of Origin.
 We intend to promote to all publics the importance of responsible and moderate
consumption of Wine.
 We propose to inform consumers about the regulations governing the description,
denomination and presentation of the wines, namely their labelling.
 Make consumers aware of the importance of quality control in wines, of which the
IVDP laboratories are in international reference.
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Ações
Janeiro
Fevereiro
Março
Abril
Maio
1.2. Grande Prova de Vinho do Porto
Junho
Julho
Agosto
Setembro
Outubro
Novembro
Porto
1.3. Concurso "Gastronomia com Vinho do
Porto"
Na ci ona l
1.4. Porto & Douro Wine Show
Li s boa
1.5. Porto Wine Fest
V N Ga i a
1.6. Oficinas de Aromas e Sabores (Douro)
Regi ã o do Douro
2.2. Presença na VINEXPO
Bordéus
Ma rs el ha ,
Pa ri s ,
Bordéus ,
Li l l e, Lyon,
Ni ce,
Toul ous e,
Di jon
2.3. Seminários Regionais para
Profissionais
Ai x-Ma rs ei l l e, Ami ens , Bes a nçon, Bordea ux, Ca en, Cl ermont-Ferra nd, Crétei l , Di jon, Grenobl e, Li l l e, Li moges , Lyon, Montpel l i er, Na ncy- Metz, Na ntes ,Ni ce,
Orl éa ns -Tours , Pa ri s , Poi tiers , Rei ms ,Rennes , Rouen,Stra s bourg,Toul ous e e Vers a i l l es .
2.4. Seminários em Escola de Hotelaria
MEIAS FINAIS: REGIONAIS
FINAL: Pa ri s
2.5. Concurso "Master of Port"
2.6. Intervenção na internet, Redes Sociais
e Viagens de Imprensa
2.7. Relações Públicas no Festival de
Cinema de Cannes
Ca nnes
Ma dri d/ Ba rcel ona /
Sa ntia go de Compos tel a /
Bi l ba o/ Má l a ga / Gi jon
3.2. Seminários em Escola de Hotelaria
Madrid, Barcelona, Bilbao,
Palma de Maiorca, Santiago
de Compostela, Málaga,
Canárias e Valência
3.3. Seminários com Associações de
Sommeliers
3.4. Programa com Restaurantes com
estrelas Michelin
Eixo Madrid| Barcelona | San Sebastián
3.5. Intervenção na internet, Redes Sociais
e Viagens de Imprensa
3.6. Presença na Feira ProWein
3.7. Masterclass e Prova Aberta
Dezembro
Dus s el dorf
Ano I
Ano II
Ano III
Col oni a
Es tuga rda
Col oni a
Leverkus en
Berl i m
Leverkus en
Portugal
Espanha
França
Alemanha
1. PORTUGAL
This program involves Portugal in to a set of across the board activities covering a wide range
kind of audiences, from professionals to consumers, as follows.
1.1. Promotional Material
The objective is to sustain and strengthen all the marketing events referred to in the program,
maximizing their promotional effect and creating a solid and positive image of the promoted
products with the target public. All the planned actions in this market will be supported by
promotional material. This will apply to all markets proposed in this program.
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1.2 Port Wine Tasting (Oporto)| Predicted duration: 3 days
The aim is to organize an event of world reference for Port, to be held on an annual basis. The
event is to take place in Oporto and will target international wine journalists and opinion
leaders. The tasting will have a strong media component and act as a showcase for one of the
most special and prestigious Ports, produced only in years of exceptional quality: Vintage.
Due to the presence of worldwide opinion leaders at the event, visits to the city of Oporto, the
lodges in Vila Nova de Gaia and the Douro Demarcated Region will also be organized.
1.3 “Gastronomy with Port Wines” Contest | Predicted duration: 5 weeks
This contest invites restaurants from north to south of the country to find the perfect formula
for pairing gastronomy and Port and Douro Wines. An initiative that will promote regional
products and encourage the creativity of chefs and experts throughout the country, electing
the Port and Douro wines as essential to the harmonious accompaniment of meals. The
restaurants that accept the challenge are visited by the jury of the contest, made up of four
qualified elements with the necessary expertise + 1 secretariat), who evaluate the combination
of wines with the menus. The elements that compose are divided into cuisine and wine
experts. The restaurants are divided into three categories: gourmet/fine dining,
informal/casual and traditional/typical. The participating restaurants will receive certificates
but more than that: they can be proud to contribute unequivocally to the promotion of
Portuguese cuisine and Port and Douro wines, whose quality is well known and recognized.
This action aspires to be a reference in the national gastronomic scene in relation to the
pairing of Port and Wines and food. Exclusively dedicated to Portuguese restaurants, this
national competition will achieve the following objectives:
 Promotion of Port and Douro wines in a combination with the Portuguese gastronomy;
 Increase the awareness of professional kitchen and serving staff to the potential of Port
Wine; Improve the service of these wines in restaurants in order to increase its value;
 Raise awareness of the correct pairings between the Port and Douro Wines and
gastronomy;
 Raise awareness to new forms of pairing and to the celebration of Port. The competition
also has a formative and informative perspective. Contribute to increased knowledge and
awareness of the target audience regarding Port and Douro wines so that they can apply the
knowledge gained in their professional lives, is another aim of conducting this Contest.
1.4 Porto & Douro Wine Show (Lisbon) | Predicted duration: 3 days
With a program aimed at wine lovers, connoisseurs and new consumers, these new editions of
the Porto & Douro Show will bring a renewed program. Through a concept and also studied
and concerted actions, we will reach new audiences, expanding the market to new
consumption of very interesting targets for the wine. This event allows us to respond to the
need of an event held in Lisbon with different and impacting initiatives, approaching Port and
Douro to the Capital's public (consumers, prescriptors and buyers).
A part of the program will show case Tutored Tastings by an IVDP technician, pairings,
Conversations around the Wine and show cooking sessions with renowned chefs as well as
wine tastings as well directed to specific groups, showing the way for new audiences
Objectives:
 Through the concept to be developed (for example, fashion), we will reach younger
consumers whilst projecting an image of quality and rigor/requirement;
 Increase the notoriety of the Port and Douro wines;
 Transmit the diversity of existing Port and Douro Wines; Educate and inform the target
audience about Port and Douro Wines produced in the demarcated region of the EU;
 Inform the different ways of tasting port wine (straight or in cocktails).
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1.5 Porto Wine Fest (Vila Nova de Gaia) |Predicted duration: 6 days
With a program aimed at wine appreciators, wine connoisseurs and new consumers, as well as
both national and foreign tourists, the Porto Wine Fest was created. Its aims are to promote
and reinforce the Port brand in a contemporary, “cool” and trendy setting, to both actual and
future wine appreciators as well as tourists from both Portugal and abroad. Held on the bank
of the River Douro, in the heart of the historic Port bonded area, where the lodges are situated,
the event allows the visitor to taste a Port, to celebrate with Port, to relax with Port and to
snack with a Port. The Fest affords us the opportunity to bring a large number of consumers
and tourists closer to Port during the high point of the tourist season, giving us the chance to
de-bunk myths and show alternative forms of consuming Port. The Fest is also foodorientated and many well-known chefs as well as public personalities. During this event,
many novel Port-based cocktails will be presented. Visitors will be able to sample these and
learn first-hand how to make them, thus opening up a whole new avenue of opportunities of
consumption.
Objectives:
 Contact with younger consumers (current and potential). To use the opportunity to
communicate the image of a product that brings together quality, tradition and rigor. The
introduction of new concepts of consumption and de-seasonization of Port (Port is a
welcome companion on any occasion and time of year);
 Increase the notoriety of Port;
 Show the existing diversity of Ports; Inform and educate the target audience on Ports, wines
produced exclusively in a EU Demarcated region;
 Bring visitors closer to the lodges, increasing visits and purchases;
 Introduce new forms of drinking Port (cocktails).
1.6 Aromas and Flavours Workshops (Douro) | Predicted duration: 6 months
The activities are aimed at young people between the ages of 10 to 18. The events will take
place in the Douro Region. This novel project aims to organize “technical workshops” to
awaken, deepen and develop two senses fundamental to the development of human balance:
smell and taste.
Information in the form of kits with technical information and practical exercises will be
adapted according to the different classes and aims. The teams will be made up of teaching
and winemaking professionals.
The aim is to motivate younger people to the importance of these senses within the
framework of their full development and point the way to new horizons in the professional
sphere (for example, wine-making, catering, etc.).
Due to the young age of the target group, wine will not be present at these workshops, the
emphasis being on other food products.
1.7 Transport and Insurance Costs
The costs refer to the transport of wines and other items to be used for all the activities in this
market.
2. FRANCE
The strategy of promotion and information for the French market of this program is intended
that the market has a strong action on the professional public, especially students of hotels and
restaurant schools. However, some actions are also considered for the final consumer.
2.1. Promotional Material
The objective is to sustain and strengthening all the marketing events previewed in the
program, maximizing their promotional effect and creating on the target public a solid and
positive image of the promoted products. All the planned actions in this market will be
supported by information materials. This will have a transversal character to all markets
proposed in this program.
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2.2 VINEXPO (Bordeaux) | Duration: 5 days
Launched in 1981 by the Bordeaux Chamber of Commerce and Industry, VINEXPO has
become a major wine event for professionals from all over the world.
Over the space of 16 editions, VINEXPO has increased tremendously, as the following
figures show:
 1981: 524 exhibitors from 21 countries, 11.000 trade visitors from 50 countries;
 2011: 2.474 exhibitors from 48 countries, 48.000 trade visitors from 135 countries,
including 1.408 journalists and wine writers.
VINEXPO is an excellent showcase, visited by buyers from the four corners of the Globe. It
is also a premium forum for the debate and exchange of ideas and trends on both the
production and sale of wines. VINEXPO also produced a number of important studies,
symposia and conferences where crucial wine-related matters are discussed, this being
considered of great relevance by the wine producers.
This international fair is also very influential both the home market and abroad. The inclusion
of this event has a transversal influence on the entire project.
Advantages:
 It is in the epicentre of the vitivinicultural industry, building a strategy for the future:
in this fair, it is possible to obtain a global view of the markets and also accompany
closely the latest trends and future opportunities.
 The opportunity to be in constant contact with the wine world: VINEXPO is a leader
in this sector, uniting at one event hundreds of professionals crucial to incrementing
sales
 Investment with guaranteed returns: VINEXPO is a fantastic opportunity for all wine
business people and has a huge capacity for generating trade.
Activities:
 Mailing of invitations and information on Port and Douro Wines to journalists from
over 100 countries, professionals working in various areas of the wine trade, agents
and buyers, wine educators and bloggers;
 Mailing of invitation with information on the Port and Douro Wines stand and its
coexhibitors and their representatives to retailers and professionals working in
various areas of the wine trade;
 Publicize parallel promotional Port and Douro wines events;
 Organization of tastings, guided by professionals;
 Support co-exhibitors;
 Rental of a 250m stand in a advantageous area.
2.3 Regional Seminars for Professionals | 1 day per seminar
The seminars listed in this action are aimed at a range of professionals concerned with the
wines. They include information sessions for chefs and cook associations and will be given a
strong emphasis on specialized retail stores, which are called in this market "cavistes". These
activities will focus on professionals and be based on informative and teaching activities
based on Douro and Port wines. The events are planned for Paris, Lyon, Marseilles,
Bordeaux, Toulouse, Lille, Dijon and Nice.
The IVDP, due to its legal status, is responsible for informing and promoting both the
European Protected Designation of Origin system as well as moderate drinking, activities that
it has developed over the years throughout Europe. It is intended to reach and inform these
targets about the benefits of protection and defence of protected designations of origin and the
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maintenance of the application of the European system of quality wines, using as examples
the cases of the Port and Douro Wines.
The activities focus on communication of all aspects that make up the systems of Protected
Designation of Origin, its basis and legal reasoning, the law in the European context, its
implications, labelling and marketing, forms of fraud detection and defence European product
with DO and I.G as well.
The seminars will primarily aim to equip participants with tools to identify and protect the
quality wines produced in Demarced European Regions. Therefore we will contribute to
greater knowledge and awareness about the systems governing european quality products and,
in particular, Port and Douro wines, so that they can apply the knowledge gained in their
professional activities.
We will contribute to increase knowledge and awareness of the Target about European quality
products and, in particular, the Port and Douro wines, so that they can apply the gained
knowledge in their professional lives.
2.4 Seminars for Hospitality and Tourism schools (year-round activity)
These seminars are especially dedicated, prepared and directed to students and teachers of
hotels and tourism schools of France, who are under the jurisdiction of National Education
Ministry of France. They will be prepared together with teachers to better leverage the
information given to the students. We intend to hold 60 activities each year of the project in
the following cities: Aix-Marselles, Amiens, Bordeaux, Caen, Clarmont-Ferrand, Dijon,
Grenoble, Lille, Limoges, Lyon, Montpellier, Nancy, Metz, Orleans, Tours, Paris, Poitiers,
Reims, Rouen, Strasbourg, Toulouse and Versailles.
The Hospitality and Tourism schools are today a force of skilled human resources, reflected
in the enthusiasm that the industry have joined in the acceptance of these new experts in
hotels and tourism areas.
On the other hand, the schools have been giving great importance to the participation of their
students in festivals and national and international competitions.
These schools established itself as a center of cultural and technical level to prepare
professionals who can meet the challenges facing the business sector and institutional tourism
and hotels. Through a scientific and technical preparation objectified according to the needs
of the sector, recent graduates are true agents of change, capable of facing challenges and
opportunities in a great uncertainty context and intense competition. We believe that the
actions taken at Hospitality and Tourism schools have central importance for the development
and increased of the popularity of Portuguese wines, internally or externally.
Once that these schools have the future technical staffs of Hospitality and Tourism industry, it
is imperative to begin to "educate" them and make them aware to the importance of the wines
produced in the demarked region of the European Union, to their quality, to the requirements
and control.
The training courses aim to raise awareness and clarify the current students of Hospitality and
Tourism School for the known and recognized quality of our wines. These are the future chefs
and hoteliers responsible, whose role will be important for further dissemination and
appreciation of terroir and quality, increasing wine consumption in the EU.
2.5 “Master of Port” Contest | Duration: Annual
Port and Douro Wines and two national entities representing the professional sector, the
SGMP and USDF, took upon themselves the responsibility for the development of this action,
which contribute to the better knowledge of the Port Wine, of professionals connected with
the restoration, specifically sommeliers.
Candidates must have sommelier training and be over 18. They must also have a minimum of
two years professional experience as sommelier, Maître d’hôtel, Head waiter, restaurant
manager or wine buyer.
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During the initial phase of the competition, competitor’s representatives of regional chambers
of the USDF will have to answer a written questionnaire to assess the expertise of each
participant, followed by a blind tasting of two Port wines.
This contest has two stages: Regional Finals and then a National Final. After scrutiny of the
exams by members of the Technical Committee of the USDF, the 12 best candidates go on to
the final to again undergo more rigorous testing of their knowledge and skills. Once the
Technical Committee of the USDF, headed by their President, have again marked the papers
and technical exercises, the winner is announced.
This contest is considered as an essential part of any sommeliers’ education and is an
important step to the Best Sommelier in Europe and the World’s Best Sommelier.
The winner receives a stay in Portugal for two persons as prize.
The event is a part of the seminar program for students and teachers of the French Hotel
Schools.
2.6 Internet, Social Networks and Press Trips |Duration: annual
A considerable number of consumers interact daily over the Web. The interaction from this
media has proved over the last three years of major significance when compared with other
media, giving evidence that an online strategy should be considered in a marketing plan.
In the context we live, with rapidly changing online and offline, we already abandoned a
reactive web stance in favour of a more active participation on the web. We have evolved
from static web pages to the platform web where users create and develop relationships
through videos, podcasts, blogs and social networks, among others.
This new web paradigm moves through a constant consumption of content, which in turn
triggers a natural process by reaction of users sharing the free production and new contents.
Any user has now the ability and power to convey messages with intensity equal or greater,
since the digital environment allows obtaining genuine and transparent information.
We must understand how the online has transformed the world. Given the importance of the
French market for Port and Douro Wines, we believe necessary and important to capitalize
digital communication.
It is time to understand and demystify the myths around this media. It is our intention to:
 Develop the microsite to the French market, hosted by the IVDP site
 Manage of social networks in French and adapted to local market
Microsite: Internet is an indispensable tool in the search for information from our target. The
development of a microsite is fundamental to the communication and to structure the
communication in this market. The microsite will be worked according to the market and will
provide information regarding:
 The Douro Region: the territory, its characteristics;
 Promotion of Protected Designations of Origin;
 Styles and forms of aging of Port Wine;
 Characterization of different types of Port Wine;
 Service temperatures;
 Consumer Moments of Port suited to this market.
Social Networks: Social networks are changing the life habits and global communication
form. Millions of users around the world are multiplying daily. This is one of the biggest
phenomena of the last decades, with consequences for marketing and communications
activities. Research in this area indicates that social networks have been an exponential
growth in recent years and the trend is for it to grow and intensify their use.
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The presence of the Port and Douro Wines in social networks is, therefore, fundamental, in a
strategic market for Port and Douro wines. Accessibility, proximity, daily presence on the
consumers lives, and possibility to work on viral marketing are the objectives.
Press trips: Due the importance of this market for Port and Douro wines, it is considered
relevant to invite 3 wine journalists per year or reporters writing about food or life-style
issues. This will allow them to get better acquainted with the region and some European highquality products. They will also understand more fully the unique characteristics of these
wines, whilst forming a bond with these and their region of origin.
2.7 Cannes Festival Film |Duration: 10 days
The Cannes Film Festival is the most important film event in the world, with the presence of
more than 4,000 journalists from over 30,000 accredited, representing the full spectrum of the
film industry.
This festival reflects the dual nature of cinema, the industrial and artistic essence, promoting
the appearance of new artists and being an important stage for the meeting of the most
representative professionals from this industry.
The Port and Douro Wine has the mission to make Public Relations sessions to these
professional targets, that are not wine market players, but they are prescribers and opinion
leaders in their communities. On the other hand they will act as advisers and pass the word
about their good experiences with Port wines and quality wines produced in the European
Union.
Facts and Numbers:
 More than 30.000 people attend the Festival;
 Created in 1946, it takes place in Cannes in May;
 Presence of more than 4.300 journalists, of who over 1.700 are French and more than
2.500 journalists representing a total of 84 countries;
 Official Sponsors: once it is one of the most know and recognized Film Festival in the
world, it is supported by companies with international representation: Air France,
Europcar, HP, L’Oreal, LG e Renault, among many others.
A wine tasting in a Festival like this, allows us to achieve a form of communication and brand
exposure different from the usual. If we make known our wines to a market with a difficult
access, we are communicating the product in two ways, since, in today's society, beliefs and
tastes of media figures are increasingly taken into account by the ordinary consumer, and
even influence their intention to purchase or consumption of a particular product.
On the other hand, these festivals offer us the opportunity to communicate our wines in
several countries at once.
We would like an action for journalists and opinion leaders, in a very specific and limited
environment, in which we can communicate the unique characteristics of our wines with more
detailed information, and a more interactive and personal way, creating a connection with a
market segment difficult to access.
In addition to this market segment, we also consider the ordinary consumer that as we see in
the statistics, is a considerable presence in this type of event.
In parallel, we could not overlook an audience also crucial for Port wines - French
Sommeliers. We will contribute to greater knowledge and awareness about the European
quality products and, in particular, the Port Wines, so that they can apply the knowledge
gained in their professional lives.
Our Presence
How? It is important to achieve a partnership with a high quality space, exchange of
information and contacts. It should be considered a place for artists, journalists, filmmakers
and opinion leaders to meet.
Ways:
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 Daily Tastings to artists, journalists, filmmakers and opinion leaders;
 We will use the own bar of the space of partnership; we will have a space for
presentation of Port Wines. Cocktails or Simple Ports will be prepared by a bartender
and promoted by specialized host formed for this purpose, every day of the Festival;
 Tastings for French Sommeliers;
 Tastings for actors and Portuguese filmmakers;
 Gifts of Port during high impact moments.
The presence at the Cannes Film Festival will ensure:
 Disclosure / internationalization of Port Wines, produced in Demarked Region of the
European Union;
 Allow several contacts with a diverse audience;
 Enhance contacts with several journalists, actors, opinion leaders, sommeliers, etc.
2.8 Shipping and Insurance Costs
market.
3. SPAIN
Spain has a similar profile in this project to that of France, with a strong emphasis on
professional publics, connected or not to the wine trade. Due to its strong gastronomic traits
and the increase of the excellence segment of the tourist trade, the emphasis is on the hotel
schools and on Tourism. This gives the IVDP the opportunity to press ahead with the message
of the excellence of European DO areas.
3.1 Promotional Material
3.2 Seminars for Hospitality and Tourism schools |Duration: 4 weeks
There is still much work to do in this market as for the education of new and young
professionals in the field of hospitality, culinary and catering service in the field of knowledge
about the Port and Douro wines, and the added value given by the European designations of
origin and geographical indications. This action centred on schools and on future
professionals who will soon enter the labour market, is essential to reach this challenge. The
goal is to reach 15 schools and professionals throughout Spain (Madrid, Barcelona,
Compostela, Bilbau, Málaga, Mayorca, San Sebastian, e Gijón).
Given that, these schools are the future staff skilled in the sector of hospitality and tourism, it
is imperative to begin to "educate" them and make them aware of the issue of the wines that
are produced in the demarcated regions of the European Union with quality by their own
required control.
These educational activities aim to raise awareness and clarify the current students of the
Hospitality and Tourism Schools for the known and recognized quality of our wines. These
are undoubtedly the future chefs and hoteliers, whose role will be important for further
dissemination and appreciation of terroir and quality, increasing wine consumption in the EU.
3.3 Training for Professionals – Sommelier Associations |Duration: 3 weeks
With the holding of regular seminars, this project aims to give the professionals of this area
more expertise and greater knowledge, thus greater understanding, of Douro and Port wines.
The seminars will be held in Madrid, Barcelona, Bilbao, Palma de Majorca, Santiago de
Compostela, Malaga, The Canary Islands and Valencia.
256
3.4 Program with Michelin Star Restaurants
Another very important vector for the Port and Douro wines are the professionals who are
already in the market, especially chefs and sommeliers. Spain is one of the countries in the
internal market where the restoration and innovation in this sector is more bustling and
creative, which impels a strengthened commitment to raise awareness of these professionals
for consumption, prescription and suggestions of these wines.
This project fits into the perspective of education and information, offering seminars (3) in
top restaurants, aimed at wine professionals (hotels, sommeliers, journalists, etc.) stating truly
the public about the EU standards. The axis Madrid | Barcelona | San Sebastian will have
priority due to the number of Michelin star restaurants.
Therefore we will contribute to greater knowledge and awareness about the recipients of
European quality products and, in particular, the Port and Douro wines, so that they can apply
the knowledge gained in their professional lives. The activities focus on communication of all
aspects that make up the systems of Protected Designation of Origin, its basis and legal
grounds, the law in the European context, its implications, labelling and marketing, as well as
forms of fraud detection and defence European product with D.O and I.G. Will be mostly
technical seminars seeking to provide its participants with tools to identify and protect the
quality wines produced in European trade demarcated regions.
3.5 Internet, Social Networks and Press Trips | Duration: annual
The social networks are changing life habits and the way global communications are
conducted. Millions now use these networks daily and their number is constantly increasing.
This important phenomenon is of utmost relevance in the field of marketing and
communication. Research shows that social networks have risen exponentially in the last
years and that this tendency will continue as well as the increase in usage.
The presence of Port and Douro wines in these networks is seen as fundamental in this
strategic market. Access, proximity, presence in the consumers’ day-to-day and the possibility
to work the viral marketing angle are the objectives.
As in the case of the French market, it is considered important to invite 3 wine journalists per
year or reporters writing about food or life-style issues. This will allow them to get better
acquainted with the region and some European high-quality products. They will also
understand more fully the unique characteristics of these wines, whilst forming a bond with
these and their region of origin.
3.6. Shipping and Insurance Costs
market.
4. GERMANY
The German market has a special profile compared with other markets of this program. Its
main activity focuses on the participation of Port and Douro Wines in the international trade
fair PROWEIN, and in the preparation of promotional material as well.
4.1 Promotional Material
4.2 PROWEIN Fair
PROWEIN is the European trade fair leading for business of wine and spirits. To be
successful in the international market in this sector must be present in Dusseldorf, say the te
experts, because is here that companies gets to know the main key elements.
Access to this fair is only allowed to registered trade visitors. This means that we only will
meet the industry representatives who understand the business and people that have a big wish
257
to make business contacts with other partners. This fair is a great opportunity for the
Demarcated Douro Wine Region.
At this Fair, theory and practice go hand in hand and is a great forum for information
activities for German and international professionals.
PROWEIN is exclusive, because the entry is only allowed to registered trade visitors. This
means that we will inly find sector representatives. These conditions are reflected in the
statistics:
 83% of all visitors are decision makers who represent the company's business;
 80% of exhibitors are satisfied with their commercial success.
This international fair is also very influential both the home market and abroad. The inclusion
of this event has a transversal influence on the entire project.
Advantages:
 The PROWEIN concept is quite popular amongst professionals; The fair leads to an
increase of knowledge, through seminars, wine tastings and informative sessions;
 At PROWEIN, all the relevant areas are presented in one area. Trends and innovation
allow contact with a world completely dedicated to wines.
Numbers:
 4.783 exhibitors from 48 countries;
 44.000 visitors (8% increase in relation to 2012);
 787 journalists from all over the world;
 50% Retailers, Importers and Exporters;
 32% Services: Gastronomy, Catering, Hotels, etc.
Target:
Visitors of the fair (world's largest importers, journalists, catering, distributors, general public,
etc.), sommeliers, chefs, teachers from hospitality and tourism Schools / Gastronomy.
Action:
 Sending invitation and information about the Port and Douro Wines;
 Journalists from around the world, German journalists and professionals specialized
in wines, general press and "bloggers";
 Sending invitation with relevant information about the stand of Port and Douro Wines
to importers, retailers, supermarkets;
 Tastings guided by professionals;
 Construction of a stand in with 320m2, in a very privileged location.
4.3 Masterclass and Walk Around Tasting | Duration: 2 days/activity
Following the consolidation strategy for Port Wines in this market, in the same day, it will
take place a Masterclass followed by a Walk Around Tasting (2 per year). These actions will
take place in a prestigious location with conditions for both initiatives.
Date: May and September
Cities: The cities were selected considering the potential for Port Wines
 Year I: Cologne and Leverkusen
 Year II: Stuttgart and Berlin
 Year III: Cologne and Leverkusen
Master class: Thematic Seminar, educational and interactive, held from 11h30 to 12h30,
about Port Wines, guided by a renowned German wine specialist.
258
This Masterclass will approach the following points:
 The specificities which bases the delimitation of the denominations of origin;
 The organoleptic characteristics of the wines;
 Their process of certification;
 Styles and forms of port wine aging;
 Characterization of the different types of Port Wines;
 Service temperatures. Keeping and wine storage;
 Suggestions. Moments of Consumption.
Walk Around Tasting: Between 15h00 and 19h00 of the same day, there will be a walk
Around Tasting of Port Wines. It will be tasted wines, from different years and types, from 20
wine producers.
Target: 125 professionals from the sector.
4.4 Shipping and Insurance Costs
market.
Anticipated impact:
259
260
To better explain this item we propose the analysis of the following indicators along the
project, where the same will be presented in the intercalary reports for execution:
Completion indicators:
 Number of companies/entities which directly benefit with the project per event;
 Level of General relevance perception of the project (benchmarked through the
answers from a inquiry using a scale of 5 points, corresponding 1 point to bad and 5
points to very good);
 Satisfaction level of the companies concerning the organization of the event from the
promoter (benchmarked through the answers from a inquiry using a scale of 5 points,
corresponding 1 point to bad and 5 points to very good);
 Quality of the results in view of the objectives of the participating companies
(benchmarked through the answers from a inquiry using a scale of 5 points,
corresponding 1 point to bad and 5 points to very good);
261
Indicators for monitoring results:
 Number of pages obtained in remarkable magazines and/ or newspapers following the
promotional events among the invited journalists;
 Number of average contacts made for each event – Fairs and tastings (benchmarked
through the answers to the inquiry).
28/30
31/40
European dimension:
7/10
Cost/efficiency:
Budget by action :
14/20
€
262
Budget per market/event/year
in Euros
Events / Market
Year I
Year II
Year III
TOTAL
PORTUGAL
1.1. Promotional and educational material
1.2. Port Wine Tasting (Oporto)
6.800,00 €
7.004,00 €
7.214,12 €
21.018,12 €
100.000,00 €
103.000,00 €
106.090,00 €
309.090,00 €
1.3. "Gastronomy with Port Wine" Contest
60.150,00 €
60.150,00 €
1.4. Porto & Douro Wine Show (Lisbon)
50.000,00 €
51.500,00 €
53.045,00 €
154.545,00 €
1.5. Port Wine Fest (Vila Nova de Gaia)
20.008,00 €
20.606,10 €
21.228,63 €
61.842,73 €
1.6. Aromas and Flavours Workshops (Douro)
20.000,00 €
20.600,00 €
21.218,00 €
61.818,00 €
1.7. Shipment, Transport and Insurance costs
3.000,00 €
3.090,00 €
3.182,70 €
9.272,70 €
199.808,00 €
265.950,10 €
211.978,45 €
677.736,55 €
6.800,00 €
7.004,00 €
7.214,12 €
21.018,12 €
Subtotal
FRANCE
2.2. Attendance at the VINEXPO Wine Fair (Bordeaux)
294.670,00 €
294.670,00 €
2.3. Regional Seminars for professionals
41.800,00 €
42.900,00 €
44.000,00 €
128.700,00 €
2.4. Seminars at Hospitality Schools
73.900,00 €
76.117,00 €
78.400,51 €
228.417,51 €
2.5. "Master of Port" Contest
22.500,00 €
23.175,00 €
23.870,25 €
69.545,25 €
2.6. Intervention on Internet, Social Networking and Press Trip
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
2.7. Public Relations at Cannes Film Festival
52.030,00 €
53.605,90 €
55.229,08 €
160.864,98 €
7.202,00 €
13.743,06 €
7.304,50 €
28.249,56 €
214.232,00 €
521.514,96 €
226.627,46 €
962.374,42 €
5.800,00 €
5.979,00 €
6.164,12 €
17.943,12 €
3.2. Seminars at Hospitality Schools
20.000,00 €
20.600,00 €
21.218,00 €
61.818,00 €
3.3. Seminars with Sommeliers Associations
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
3.4. Program at Michelin Stars Restaurants
25.000,00 €
25.750,00 €
26.522,50 €
77.272,50 €
3.5. Intervention on Internet, Social Networking and Press Trip
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
5.000,00 €
5.150,00 €
5.304,50 €
15.454,50 €
75.800,00 €
78.079,00 €
80.427,12 €
234.306,12 €
6.800,00 €
7.004,00 €
7.214,12 €
21.018,12 €
225.000,00 €
231.750,00 €
238.702,50 €
695.452,50 €
10.100,00 €
10.403,00 €
10.715,09 €
31.218,09 €
7.100,00 €
7.313,00 €
7.532,39 €
21.945,39 €
249.000,00 €
256.470,00 €
264.164,10 €
769.634,10 €
Total Sub - Total
738.840,00 €
1.122.014,06 €
783.197,13 €
2.644.051,19 €
Total Fee - 13%
96.049,20 €
145.861,83 €
101.815,63 €
343.726,65 €
Total of general costs - 3%
22.165,20 €
33.660,42 €
23.495,91 €
79.321,54 €
857.054,40 €
1.301.536,31 €
908.508,67 €
3.067.099,38 €
Subtotal
SPAIN
Subtotal
GERMANY
4.2. Attendance at the PROWEIN Wine Fair (Dusseldorf)
4.3. Master Class and Walk in Tasting
Subtotal
Total Program - Internal Market
These values include VAT at the prevailing rate
263
YEAR I
PROGRAM - 36
months
YEAR II
YEAR III
TOTAL
Euros
%
Euros
%
Euros
%
EUROPEAN UNION
50%
428.527,20 €
50
650.768,15 €
50
454.254,34 €
50
1.533.549,69 €
PROPONANT
ORGANIZATION
50%
428.527,20 €
50
650.768,15 €
50
454.254,34 €
50
1.533.549,69 €
TOTAL
857.054,40 €
100
1.301.536,31 €
100
908.508,67 €
100
3.067.099,38 €
These values include VAT at the prevailing rate
em Euros
MERCADO / Ações
ANO I
ANO II
ANO III
TOTAL
PORTUGAL
1.1. Produção de Material educativo e promocional
7.318,00 €
7.544,00 €
7.776,12 €
22.638,12 €
100.000,00 €
103.000,00 €
106.090,00 €
309.090,00 €
0,00 €
60.150,00 €
0,00 €
60.150,00 €
1.4. Porto & Douro Wine Show (Lisboa)
50.000,00 €
51.500,00 €
52.939,49 €
154.439,49 €
1.5. Port Wine Fest (Vila Nova de Gaia)
20.008,00 €
20.606,10 €
21.228,63 €
61.842,73 €
3.000,00 €
3.090,00 €
3.182,70 €
9.272,70 €
180.326,00 €
245.890,10 €
191.216,94 €
617.433,04 €
7.159,50 €
7.381,00 €
7.608,62 €
22.149,12 €
0,00 €
294.670,00 €
0,00 €
294.670,00 €
2.3. Seminários Regionais para Profissionais
41.800,00 €
42.900,00 €
44.000,00 €
128.700,00 €
2.4. Seminários em Escolas de Hotelaria
73.900,00 €
76.117,00 €
78.400,51 €
228.417,51 €
2.5. Concurso "Master of Port"
22.500,00 €
23.175,00 €
23.870,25 €
69.545,25 €
2.6. Intervenção na Internet, Redes Sociais e Viagens de Imprensa
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
2.7. Relações Públicas no Festival de Cinema (Cannes)
52.030,00 €
53.605,90 €
55.229,08 €
160.864,98 €
7.202,00 €
13.743,06 €
7.304,50 €
28.249,56 €
214.591,50 €
521.891,96 €
227.021,96 €
963.505,42 €
1.2. Grande Prova de Vinho do Porto (Porto)
1.3. Concurso "Gastronomia com Vinho do Porto"
1.6. Despesas com transportes
Sub-total
FRANÇA
2.2. Presença na Feira VINEXPO (Bordéus)
2.8. Despesas com transportes e seguros
Sub-total
264
ESPANHA
4.767,00 €
4.918,00 €
5.075,12 €
14.760,12 €
3.2. Seminários em Escolas de Hotelaria
20.000,00 €
20.600,00 €
21.218,00 €
61.818,00 €
3.3. Seminários com Associações de Sommeliers
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
3.4. Programa com Restaurantes com estrelas Michelin
25.000,00 €
25.750,00 €
26.522,50 €
77.272,50 €
3.5. Intervenção na Internet, Redes Sociais e Viagens de Imprensa
10.000,00 €
10.300,00 €
10.609,00 €
30.909,00 €
5.000,00 €
5.150,00 €
5.304,50 €
15.454,50 €
74.767,00 €
77.018,00 €
79.338,12 €
231.123,12 €
7.159,50 €
7.381,00 €
7.608,62 €
22.149,12 €
225.000,00 €
231.750,00 €
238.702,50 €
695.452,50 €
10.100,00 €
10.403,00 €
10.715,09 €
31.218,09 €
7.100,00 €
7.313,00 €
7.532,39 €
21.945,39 €
249.359,50 €
256.847,00 €
264.558,60 €
770.765,10 €
719.044,00 €
1.101.647,06 €
762.135,62 €
2.582.826,68 €
Honorários do Organismo de Execução - 13%
93.475,72 €
143.214,12 €
99.077,63 €
335.767,47 €
Resultado das Ações - 3%
21.571,32 €
33.049,41 €
22.864,07 €
77.484,80 €
834.091,04 €
1.277.910,59 €
884.077,31 €
2.996.078,94 €
25.022,73 €
38.337,32 €
26.522,32 €
89.882,37 €
859.113,77 €
1.316.247,91 €
910.599,63 €
3.085.961,31 €
Sub-total
ALEMANHA
4.2. Presença na Feira "Prowein" (Dusseldorf)
4.3. Masterclass e Prova Aberta
Sub-total
TOTAL das Ações
TOTAL dos Custos Diretos do Programa
Despesas Gerais da Entidade Proponente - 3%
TOTAL PROGRAMA - Mercado Interno
Os valores incluem IVA à taxa em vigor
PROGRAMA - 36 meses
UNIÃO EUROPEIA
50%
ANO I
ANO II
ANO III
TOTAL
Euros
%
Euros
%
Euros
%
429.556,89 €
50
658.123,95 €
50
455.299,82 €
50
1.542.980,66 €
429.556,89 €
50
658.123,95 €
50
455.299,82 €
50
1.542.980,66 €
859.113,77 €
100
1.316.247,91 €
100
910.599,63 €
100
3.085.961,31 €
ORGANIZAÇÃO PROPONENTE
50%
TOTAL DO PROGRAMA
Os valores incluem IVA à taxa em vigor
265
Remarks:
IVPD is currently (partially) running the following programmes:
- Discover the origin (2011-2014): multi-countries programme with FR and IT, target
countries are UK and IRL, budget: 4,300,00 EUR
- Porto e Douro – a excelencia do terroir europeu (2009-2012): the programme ended in
October 2012, taret countries were FR, DE, ES and PT, budget 2,500,000 EUR
This proposal is the continuation of the later, with the same target countries and mainly the
same type of actions (although there are a few new actions added).
This proposal was submitted in Feb. 2012 and was refused. It was then submitted again in
June and December 2013 and refused again but for eligibility reasons.
Now the proposal addresses most of the comments made during the previous evaluations,
describes clearly the strategy to be followed in each target country, sets SMART objectives
and presents a coherent set of well-described actions.
Nevertheless some aspects still need to be clarified, and very little information is provided on
the impact assessment and the final evaluation of the programme is missing.
Programme eligible:
Yes/No
- The implementing body is not selected yet but a precise calendar of the procedure to be
put in place to ensure the signature of the contract on time is required (p. 4).
Previous programme:
- Provide a summary of the previous programme evaluation (chapter 4.6 – p. 7-9). If no
final data are available yet, provide numbers for the first two phases of the programme.
Objectives and themes:
- According to Annex I of Regulation 501/2008, one of the main goals of programme
promoting PDO/PGI wines on the internal market is to inform consumers about
responsible drinking patterns and the risks of alcohol abuse. In the objective section, a
quick reference is made to this theme "Wine in moderation" but it is not mentioned
further in the proposal. Ensure that this message is carried out throughout the
programme.
- Check consistency between the number of citizens to be directly reached by the
programme (above 40.000, p. 16) and the total number of direct contacts in the foreseen
impact (total for actions' contacts equals to 36.090, p. 48-51).
- Clarify the objective to be reached for the Portuguese market. Please include the
targeted numbers in the table accordingly (p. 17).
Actions:
- Calendar: indicate that the action 1.3. Concurso "Gastronomia com Vinho do Porto"
will only take place in year 2; correct numbering of the two last actions as they should
read 4.2 ProWein and 4.3 Masterclass e Prova Aberta (p. 22).
- 1.1, 2.1, 3.1 and 4.1 Material de Merchandising: justify the numbers of each promotion
materials to be produced for each target country (p. 23, 29, 39, and 44).
- 1.2 Grande Prova de Vinho de Porto: spell out the cost for the organisation and
production of this event (107,563.32 EUR); explain if the average cost of 650 EUR per
266
journalist for travel costs corresponds to their travel from their home country to the
event place or to the tour organised in the Douro and Porto Region (p. 27).
- 1.4: spell out the cost for the organisation and production of the "Porto & Douro Wine
Show" (84,975.00 EUR); justify and modify - if necessary - the very big area rented
(1.190m2) for the "Porto & Douro Wine Show" (p. 27).
- 1.6 Oficinas de Aromas e Sabores: delete this action as it is not coherent with the rest of
the programme and will not participate to the set objectives (p. 26); adjust the budget
accordingly.
- 2.3 Seminários Regionais para profissionais do sector: confirm that 4 seminars will be
organised each year (p. 30) and modify description in budget table accordingly (p. 37).
- 2.4 Seminários em Escolas de hotelaria: specify the duration of each seminar (p. 31).
- 2.5 Concurso "Master of Port": specify how many of these will be organised within this
programme (p. 32), according to the budget table, one will be organised during year 1
and 2 while during year 3, only the first step of the competition will be organised.
- 2.6 and 3.5 Websites: clarify what content will be added to the existing French (p. 33)
and Spanish (p. 41) versions of the website as well as justify and spell-out their
respective cost since these versions do already exist (p. 38 and 43).
- 3.2 Seminários em Escolas de Hotelaria: specify the duration of each seminar and
indicate that 15 schools per year will be targeted in order to be consistent with the
budget table (p. 39).
- 3.2 and 3.3: justify the numbers of "custo de cada deslocacao" used in the budget table,
respectively 7 for 15 training actions and 5 for 8 training actions (p. 42).
- 3.4 Programa com Restaurantes com estrelas Michelin: this action is indicated to last
one week and to include 3 seminars (p. 40) while in the budget table (p. 42) it seems
that 3 seminars will be organised per year for a duration of two days each; check
consistency and clarify the total number of seminars and the duration for each of them
(p. 40 and 42).
- 4.2 Feira ProWein: revise the area rented (300m2 instead of 320m2) in order to be
consistent with the budget table (p. 45).
- 4.3 Materclass e Prova Aberta. Explain why this action will be carried out in the same
cities in year 1 and 3 (p. 45).
Impact and final evaluation:
- Indicators of realisation and of results are specified in order to measure the impact of
the programme during its implementation. But there is no information on how the final
evaluation will be carried out. Provide detailed information on this final evaluation (p.
48-51) and modify the budget accordingly (see below).
Budget:
- 3% for the compulsory final evaluation of the programme should be added to the budget
(p. 54).
- Financing plan: numbers in the total column are wrong due to the use of an incorrect
formula. Modify the financing plan to have the correct totals as indicated in the detailed
budget table (p. 55).
European dimension:
267
good/average/poor
good/average/poor
good/average/poor
good/average/poor
80/100
3/5
N/A
CONCLUSIONS
Observation(s) :
August 2013 and by mail on the 2nd September 2013. All details can be found in the Note For
the File (Ares(2013)3090095).
Recommendation(s) :
- To be accepted
- To be rejected
268
PROGRAMME IDENTIFICATION SHEET
Member State(s):
Slovenia
Title of programme:
Quality, Safety and Traceability – Poultry meat of EU
origin
Republic of Slovenia, Agency for Agricultural Markets
and Rural Development
Commercial Branch Association of Meat Industry
Dialog-si.net d.o.o.
Type of measure:
information/promotion/mixed
Product(s):
Quality poultry meat of EU origin
Targeted countries/territories:
Bosnia and Herzegovina, Serbia, FYR of Macedonia,
Republic of Kosovo, Montenegro
Duration:
3 years
Total budget:
1 570 425,12 €
EU Co-financing:
785 212,56 €
13/06/2013
The programme aims at promoting information and promotion of EU poultry meat in five
Balkan countries and territories where consumption is low, and knowledge of the EU high
requirements in terms of quality schemes, safety, labelling and traceability systems. The
backbone of the campaign will: be direct contact with the consumers, in active cooperation
with professionals in meat-processing industry, nutritionists and health professionals.
Consumers in the different target markets already look for meat products of higher standards;
thanks to the EU systems and practices already applied, they can be sure that the poultry meat
they will purchase will be a good basis for a healthier life and better diet.
269
yes/no
yes/no
yes/no
organisation(s)
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
yes/no
implementing body
yes/no
Objective(s) :
1. Informing about the meaning of the controlled and safe origin of quality poultry meat will
strengthen the public confidence in quality poultry meat of EU origin. The high EU
standards applied by producers in all Member States ensure qualitative, safe and traceable
poultry meat irrespective of the country of origin.
2. Informing about the quality schemes for products and foodstuffs with special qualities due
to higher quality, geographical origin, and traditional and environmental-friendly
production, which is defined by the European Union, will help consumers to recognise
products of higher quality.
3. The promotion and information activities will increase the knowledge about the
importance of including EU quality poultry meat in human nutrition in order to live a
qualitative life, as the poultry meat is nutritious, tasteful, price available and easy to
prepare.
4. As a result of the information and promotion campaign of poultry meat the consumption
of EU poultry meat in the target markets will increase during the implementation of three
270
years campaign, namely: in BIH for 6 %, in Serbia for 5 %, in FYR Macedonia for 4 %, in
the Republic of Kosovo for 4 %, and in Montenegro for 4 %.
On the basis of a previous programme carried out in 2007-2010, the confidence in EU poultry
meat measured in 2010 increased by 33% in Serbia, 26 % in Bosnia and Herzegovina, 7% in
the FYR of Macedonia; according to the statistical data on poultry meat sale in target
countries, there still is a big potential for increasing the consumption.
Strategy :
The campaign target markets close to the European Union, with a culmination of
opportunities for the increase of demand and consumption of poultry meat. As such these
targets present a third market that is practically the closest to and the most logically connected
with the EU. The campaign aims at creating opportunities which will allow consumers to pay
more and more attention to the EU quality schemes and the quality, safety and traceability
systems that ensure the deserved reputation of the EU production. At a time of economic
crisis many people often resort to cheaper solutions and products and it is thus of great
importance for them to be warned that buying cheaper products, mainly those from
underground markets, are not without risks.
This campaign is a continuation of the completed project “Quality, Safety, and Traceability –
Poultry meat of EU origin” (contract number: 328-12-9/2006/17), but will be started with a
completely new visual image, the goal being to line the campaign with fresh communicational
trends that will have a maximum effect on target population.
The backbone of actions will be a direct contact with consumers and other target public, i.e.
“below-the-line” communication action. The public will be addressed on the spot directly,
which is the easiest and the most effective and memorisable way to present the topics and the
questions that need to be addressed when purchasing poultry meat and products thereof.
Organising workshops and inviting representatives of B2B will help to communicate with the
B2B target public about the main project messages in an attractive yet technical-manner, and
thus address them more actively. The goal is to influence the operation of the communication
object and not just to attract attention by a good use of advantages offered by social
networking, an excellent channel for reaching general public, and a price-effective and lowcost manner of communicating and informing. Other forms of informing will not be
neglected.
Adapting all communication tools envisaged by this campaign to the characteristics of
particular target groups will bring bigger effectiveness of an action and bigger influence on a
particular target group member. Active cooperation with professionals in meat-processing
industry, nutritionists and health professionals will give greater weight and credibility to our
activities.
The programme will continue with the positive communication and messages as it will not
draw the attention to the deficiencies of the domestic and non-EU poultry industry and poultry
meat, but rather to the advantages and the importance of the origin of poultry meat. Planned
activities will strengthen consumer and other target group awareness and influence their
behaviour so as to create opportunities for the EU poultry meat sector.
Target group(s) :
1. Consumers and their associations
2. Persons responsible for household purchases
3. Institutions (restaurants, hospitals, schools, etc.)
4. Distributors and their associations
271
5. Press and opinion leaders
Themes :
1. The campaign messages need to become the primary association when a consumer
decides to buy poultry meat. At the time of economic crisis and low buying power in
various countries it is very important to direct the consumers’ attention to avoid cheap
products that do not meet the quality and safety standards defined by the European poultry
meat processors with the vertical traceability system.
2. The average consumption of poultry meat takes the second place these days but the share
of poultry meat is increasingly growing according to forecasts. In comparison with other
sorts of meat, poultry meat is already low-cost competitive whereby the qualitative
poultry meat of EU origin ensures the highest standards of food safety due to special
quality schemes, labelling and traceability Ensuring the price and the quality is the
effective way to solve the price vs. quality dilemma of a consumer.
3. Institutions in targeted countries must understand the responsibility towards their pupils,
patients and other consumers of the food provided by those institutions. Introducing them
the European quality production processes and vertical traceability system can assure
them that the poultry meat they will provide will be of high quality, safety and will be a
good basis for their healthy life.
4. The development of markets and discussions over accession to EU will increase the
awareness of consumers in all target markets. It is therefore expected that the quality and
the safety of products, nowadays often forgotten, will be more and more important for the
consumers. Together with this larger awareness is the increase of consumers’ expectation
that the products shelved include safe products of the highest quality too. Distributors,
their associations and decision-making persons in B2B and Horeca sector have to be
aware of the risk when a product does not meet the traceability and the quality standards.
They have an objective responsibility in their relation to consumers, by their strong
influence on the supply.
5. The growth of poultry meat demand and consumption – all target countries have to start
evolving their production and processing industry meat closer to the EU standards,
otherwise their domestic producers will experience a great shock at the accession. Their
consumers are already looking for meat products of higher standards, still they prefer to
buy cheaper and economically advantageous, yet often unsuitable meat.
Aspects covered:
quality
safety of food
nutritional values
health impacts
labelling
organic products
geographical indication, wines with an indication of the
wine grape variety.
272
1. The consumer has a right to demand from his meat provider that the poultry meat is
produced according to quality production processes, vertical traceability system and other
high hygiene standards.
2. Quality poultry meat is an excellent choice for nutrition of all family members, for it
contributes to safe and balanced diet and to diversity of daily menus in a simple and
affordable manner.
3. Catering institutions hold the responsibility for the food they provide. Because some of
the institutions provide food to the more vulnerable part of society (babies, children,
patients, etc.) they have to be even more careful that the poultry meat they offer follows
quality processes, vertical traceability system and other high hygiene standards.
4. Consumers want the most for their money and distributors have to recognise their need for
poultry meat produced with quality processes and vertical traceability system. The quality
poultry meat from the EU strictly follows these high standards.
5. EU production standards assure poultry meat from EU is produced according to quality
processes, vertical traceability system and other high hygiene standards.
1. WEB COMMUNICATION
On-line communications:
On-line communication will combine more elements (a new Web Portal, Twitter, Facebook,
You Tube, QR code and Newsletter), which will be active during the entire 36 months of the
project. These elements will be intertwined and supplemented and will connect as well other
project activities. This measure will serve as one of the measuring tools: number of visits of
the Web portal, Facebook, Twitter, number of You Tube videos seen and all other responses.
Web portal
Web portal will be launched in all five target countries at the beginning of the information and
promotion programme and maintained and updated with new topics during the entire project.
The web portal will be used mainly for presenting information and promotion of quality
poultry meat and products thereof and will serve as a linking tool for the complete project as
other activities and information regarding this programme will be presented on-line.
 It will include basic information and facts on poultry meat and introduction to EU
standards
 The web portal will also offer recipes and the public will be invited to send proven or
innovative recipes with poultry meat. Thus it is to become an interactive place for
exchanging information.
 The web portal will be the most recognisable place for launching information about
safety of consumers, the EU quality schemes, and quality, safety and traceability of
meat of EU origin.
Newsletter
Monthly web news – “newsletter” informing system - the public will be informed about
novelties and top themes on poultry meat on a monthly basis, given some advices about the
selection of food and present various recipes. Some key dates of issuing newsletters are the
following: the Global Family Day (January 1st), the World Consumer Rights Day (March
15th), the World Health Day (April 7th), the International Family Day (May 15th), and the
World Food Day (October 16th). Taking into account these dates, themes like the suitability of
poultry meat in comparison with other food will also be addressed.
273
Twitter and Facebook
An account will be opened on Twitter, Facebook and YouTube, which will also spread the
issues to a wider public through these social networks that are an important source of
information and influence as well public opinion. Twitter and Facebook will be also
integrated via the campaign’s website. They will strengthen the communication with their
users and allow thus valuable return information.
QR code
The project official web site will be accessible via mobile phones as well. QR code will be
included in brochures and all other visual elements, enabling an easy access to the web site
via mobile phone. QR code will be included in all promotional elements.
You Tube
You Tube profile will be used for all project video content, such as reports from events and
other interesting shots. The broadening of visual messages will thus be optimised.
Financial construction per countries:
Subject
1
5
Web page
construction
Yearly
maintenance
Facebook
profile
Twitter
profile
You Tube
5
Newsletter
6
QR code
7
Total
2
3
4
SERBIA
BIH
FYR
MACEDONIA
MONTENEGRO
KOSOVO
Total
15.050,00
4.334,00
4.384,00
4.334,00
4.434,00
32.536,00
3.000,00
3.000,00
3.000,00
3.000,00
3.000,00
15.000,00
2.040,00
2.040,00
2.065,00
2.040,00
2.190,00
10.375,00
1.890,00
1.890,00
1.902,50
1.890,00
1.965,00
9.537,50
3.900,00
3.900,00
3.950,00
3.900,00
3.900,00
19.550,00
5.796,00
5.796,00
5.904,00
5.796,00
6.012,00
29.304,00
800,00
32.476,00
200,00
21.160,00
200,00
21.405,50
200,00
21.160,00
200,00
21.701,00
1.600,00
117.902,50
2. PRINTED MATERIAL – Informative and promotion brochure
An informative and promotion brochure will be the only printed informational material of the
campaign. Due to its colourful form and a direct introduction to customers, the brochure will
enable a relatively in-depth presentation of the messages. It will be distributed mostly in
promotional tastings as an informative and promotional material, with all basic information. It
is also intended for the participants in workshops and other events. With its colourful and
popular form and attractive photographs it will catch reader’s attention and will be
understandable for the widest target public. It will find its place in private recipes collections,
due to its practical information and usable recipes for everyday cookery. Therefore, its
practical and informative value will cover a longer period. However it will also be technically
informative enough to present the project topics to the widest public in a credible manner.
Dimension: size A5, coloured-printed 4/4, 32 pages.
274
Printed material - number of copies per action
Action
SERBIA
Tastings and promotions
1000 per event
Workshops
25 per person
Cooking competition
150 per action
Press conference
(number of perticipant*1,5)
200.000
Total
FYR
MONTENEGRO KOSOVO
MACEDONIA
130.000
60.000
40000
50000
BIH
Total
480.000
10.000
7.500
5.000
2.500
2.500
27.500
600
600
450
450
450
2.550
150
120
105
75
75
525
210.750
138.220
65.555
43.025
53.025
510.575
5.9.2. BROSHURE
Serial
Subject
No.
1
Translation
SERBIA
BIH
FYR
MONTENEGRO
MACEDONIA
KOSOVO
Total
768,00
768,00
832,00
768,00
896,00
4.032,00
1.760,00
704,00
704,00
704,00
704,00
4.576,00
Printing
33.720,00
22.115,20
10.488,80
6.884,00
8.484,00 81.692,00
Delivery
TOTAL
150,00
36.398,00
150,00
23.737,20
150,00
12.174,80
150,00
8.506,00
150,00
750,00
10.234,00 91.050,00
2
Design realisation
3
4
7
Prices in EURO
3. TASTINGS AND PROMOTIONS IN SHOPPING CENTRES
Tastings and promotions focused on the advantages of the qualitative poultry meat of EU
origin will be organised in shopping centres in all target countries, establishing a direct
communication with consumers on the spot and influencing their decisions about purchasing.
Various themes will be presented on the spot, namely: the EU quality schemes, advantages of
the quality, safety and traceability system, advantages of quality poultry meat, the correct
preparation of poultry meat and other significant themes which each and every consumer
should be aware of. This action will contribute to:
 acquiring and strengthening the consumers’ confidence in quality and safety of EU
poultry meat
 wider information about the advantages of including poultry meat in our nutrition and
on safe consumption of food,
 direct influence on buying decisions and nutrition habits of consumers.
An attractive stand will be organised with well-known project logo, hostesses and a cook
dressed in clothing with project logo and suitable emblems. During presentation, poultry meat
will be prepared on the spot. Culinary part of this action will be adapted to the local
particularities and will present, with its sensual irritation, an important part for encouraging
tastings on the spot. Informers will be properly educated in order to present information in
line with the campaign. They will distribute informative brochures and promotional bags and,
at the same time, invite visitors to tastings and to check the campaign’s web portals with their
recipes, questions or remarks. Costs of promotional bags are included in these costs. Tastings
will be organised when the number of visitors in shopping centres is the highest, as well as in
places with high frequency. It is our aim accordingly to get 1000 visitors per tasting. Two
tastings at the same time, but on different locations are envisaged in countries with more
275
tastings planned (Serbia and BIH), in other countries (FYR Macedonia, Montenegro,
Kosovo), one tasting on one location will be organised in a day.
TASTINGS AND
PROMOTIONS
SERBIA
BIH
FYR
MACEDONIA
MONTENEGRO
KOSOVO
Total
Number of events
200
130
60
40
50
480
TASTINGS AND
PROMOTIONS
Number of
promotional bags
(300 per event)
SERBIA
BIH
MONTENEGRO
KOSOVO
Total
60.000
39.900
12.000
15.000
144.900
FYR
MACEDONIA
18.000
276
TASTINGS AND PROMOTIONS
1
2a
2b
3
4a
4b
5
6
7
8a
8b
8c
8d
8e
8f
Promotional fee in supermarkets (8 hours per
event)
Shopping bag – cotton shopping bag with logo
Promotional material – distribution
Promotional counter with logo (lease)
Quality EU poultry meat for tasting
Other materials for preparation of degustation
meals (rice, noodles, oil, spices)
Two hostesses (2x 8 hours per event)
Cook (1x 8 hours per event)
Roll wall with logo (2x)
Clothing with logo for personnel (2 packages
per person)
Aprons with logo for personnel
Kitchen gloves with logo for personnel
burner for the preparation of meat (lease)
Woks for preparation of meat (lease)
Paper plates for serving the meat
Total
SERBIA
BIH
36.000,00
21.060,00
FYR
MACEDONIA
9.000,00
58.800,00
150,00
1.500,00
26.000,00
6.000,00
38.220,00
150,00
1.500,00
16.900,00
3.900,00
17.640,00
150,00
750,00
7.800,00
1.200,00
11.760,00
150,00
750,00
5.200,00
800,00
14.700,00
150,00
750,00
6.500,00
1.000,00
141.120,00
750,00
5.250,00
62.400,00
12.900,00
22.400,00
12.800,00
500,00
896,00
14.560,00
500,00
8.320,00
784,00
4.800,00
2.880,00
250,00
392,00
3.840,00
1.920,00
250,00
336,00
4.000,00
2.400,00
250,00
336,00
49.600,00
20.500,00
9.570,00
2.744,00
72,00
54,00
300,00
300,00
5.000,00
170.772,00
54,00
40,50
300,00
300,00
3.250,00
109.838,50
36,00
27,00
150,00
150,00
1.500,00
46.725,00
36,00
27,00
150,00
150,00
1.000,00
32.169,00
36,00
27,00
150,00
150,00
1.250,00
38.749,00
234,00
175,50
1.050,00
1.050,00
12.000,00
398.253,50
277
MONTENEGRO
KOSOVO
Total
5.800,00
7.050,00
78.910,00
4. WORKSHOPS
Informative and promotional workshops will be organised in various cities of target countries,
aimed at three target groups: consumer organisations, institutions and distributors, as well as
media representatives. Will be invited to such workshops: employees of the Horeca sector
(restaurants, hotels, and food managers), persons in public institutions responsible for
purchase and preparation of food, representatives of consumer organisations, of distributors
and their associations, other interested food experts. Each workshop will consist of two parts.
In the first part, there will be three lectures of various experts, each 90 minutes long. One of
these experts will be from the European Union. Participants will also gain practical
knowledge as they will be instructed in the second part of the event how to prepare poultry
meat meal in an innovative and healthy manner. Workshops will be adapted to each country,
its cultural and culinary particularities and market specificity. The purpose of these events is
to present information, to discuss various topics and to carry out a culinary practicum.
Workshops will include the following elements:





information on the EU quality schemes,
safety and traceability system,
nutrition value of poultry meat,
information on the campaign,
Cookery course.
Around 20 representatives of target public will participate in each workshop. Participants will
receive a promotional notebook with logo, a promotional pencil, a promotional brochure and
also a package of additional 25 brochures to distribute within his/her organisation. Each
action will be described in details and in pictures, and presented in a short video on the web
portal.
WORKSHOPS
Number of events
SERBIA
BIH
20
15
FYR
MACEDONIA
10
278
MONTENEGRO
KOSOVO
Total
5
5
55
WORKSHOPS
1a
1b
1c
2a
2b
3a
3b
4a
4b
4c
5a
5b
6
7a
7b
7c
7d
4
3 experts per event - every expert 1hour and
½ of lecture
Overnight stay and food for EU expert
Transportation for EU expert
Technical equipment
Congress room – rental costs
Moderator
Hostess (8 hours per event)
Chef – culinary practicum
Chef assistants - 4 assistants per workshop
EU Quality poultry meat and other materials
for the culinary practicum
Pencils with logo for participants
Notebooks with logo for participants
Entertainment of participants – food and
beverage
Invitations - translation
Invitations - design
Adrema preparation
Invitations – dispatching and animation
Total
SERBIA
BIH
FYR
MACEDONIA
MONTENEGRO
KOSOVO
Total
15.000,00
10.200,00
7.000,00
4.000,00
6.000,00
3.600,00
1.280,00
3.600,00
2.400,00
11.250,00
7.650,00
5.250,00
3.000,00
4.500,00
2.700,00
960,00
2.700,00
1.800,00
7.500,00
5.100,00
4.000,00
2.000,00
3.000,00
1.800,00
640,00
1.800,00
1.200,00
3.750,00
2.550,00
1.750,00
1.000,00
1.500,00
900,00
320,00
900,00
600,00
3.750,00
2.550,00
2.000,00
1.000,00
1.500,00
900,00
320,00
900,00
600,00
41.250,00
28.050,00
20.000,00
11.000,00
16.500,00
9.900,00
3.520,00
9.900,00
6.600,00
4.000,00
270,00
1.050,00
3.000,00
202,50
787,50
2.000,00
135,00
525,00
1.000,00
67,50
262,50
1.000,00
67,50
262,50
11.000,00
742,50
2.887,50
11.000,00
24,00
256,00
250,00
24,00
69.954,00
8.250,00
24,00
103,00
250,00
18,00
52.445,00
5.500,00
26,00
103,00
250,00
12,00
35.591,00
2.750,00
24,00
103,00
250,00
9,00
17.736,00
2.750,00
28,00
103,00
250,00
9,00
17.990,00
30.250,00
126,00
668,00
1.250,00
72,00
193.716,00
5. COOKING COMPETITION IN PREPARING MEALS FROM POULTRY MEAT
A public cooking competition in preparing meals from poultry meat will be carried out in order to draw attention to the content presented through
the project. Such a contest will take advantage of the popularity of cooking competitions and shows. The campaign’s messages will thus be
launched through various additional channels in an attractive manner. This action will contribute to the popularisation of poultry meat in general
and will, throughout the cooking competition, communicate these messages to some parts of the wider public normally hard to reach. This
competition is an excellent manner to encourage the public to consider and to test possibilities offered by poultry meat, and it gives an
opportunity to form the topics with insufficient alluringness in the start in a very attractive action. The competition will be performed in two
categories, with three team members: teams of general public will compete in a category “Amateur cooks”, and teams of young cooks will
compete in a category “Young cooks”. At the beginning of each event, there will be an hour-long introductory part – an educational part with
short lectures on the advantages and the meaning of qualitative poultry meat, EU quality schemes, and the importance of safety and traceability.
This action composed of several events will be divided in two major parts: elimination and the finals. We plan to carry out three elimination
events in three different cities in Serbia and BIH, and two in two cities in Montenegro, Macedonia and Kosovo. Each action will last four months
279
per county. It will also increase the number of website visitors as the entire entry will be via the Internet, and the rules and competition news will
be published on the website. The competition will be carried out when no other activities take place.
5.9.5. COOKING COMPETITION
Serial Subject
No.
1
A nutritionist – a lecture, a commission member – 4
hours
2
Chef – a commission president - 4 hours
3a
EU expert – a lecture
3b
Transportation (by air) for EU expert
3c
4
5
Cooking equipment – cooking islands, dishes and
sets
6
Moderator (4 hours/competition)
7
Food and other materials for the cooking
competition (team has to prepare a four persons
meal)
8
Technical equipment
9a
Promotional material - aprons with logo for
personnel
9b
Promotional material – chefs hats
10
Advertising in magazines
11
Winner’s prize: 3-days in Slovenia; a visit trip to the
poultry meat production
12
Entertainment of participants – food and beverage
TOTAL
1.000,00
Prices in EURO
FYR
MONTENEGRO
KOSOVO
Total
MACEDONIA
1.000,00
750,00
750,00
750,00
4.250,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
600,00
750,00
1.050,00
510,00
2.100,00
2.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
3.400,00
4.250,00
6.250,00
2.890,00
11.900,00
16.000,00
2.400,00
1.216,00
1.600,00
2.400,00
1.200,00
1.800,00
1.200,00
1.800,00
1.200,00
1.800,00
7.600,00
9.016,00
1.600,00
660,00
1.216,00
720,00
896,00
510,00
896,00
510,00
896,00
510,00
5.504,00
2.910,00
440,00
13.800,00
3.960,00
480,00
10.200,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
1.940,00
49.500,00
19.800,00
640,00
36.196,00
1.040,00
33.096,00
800,00
26.716,00
800,00
26.566,00
800,00
26.716,00
4.080,00
149.290,00
SERBIA
BIH
280
perr county. It will also increase the number of website visitors as the entire entry will be via the Internet, and the rules and competition news
will be published on the website. The competition will be carried out when no other activities take place.
Serial Subject
No.
1
hours
2
3a
3b
3c
4
5
sets
6
7
meal)
8
Technical equipment
9a
personnel
9b
10
11
12
TOTAL
1.000,00
Prices in EURO
FYR
MONTENEGRO
KOSOVO
Total
MACEDONIA
1.000,00
750,00
750,00
750,00
4.250,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
600,00
750,00
1.050,00
510,00
2.100,00
2.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
3.400,00
4.250,00
6.250,00
2.890,00
11.900,00
16.000,00
2.400,00
1.216,00
1.600,00
2.400,00
1.200,00
1.800,00
1.200,00
1.800,00
1.200,00
1.800,00
7.600,00
9.016,00
1.600,00
660,00
1.216,00
720,00
896,00
510,00
896,00
510,00
896,00
510,00
5.504,00
2.910,00
440,00
13.800,00
3.960,00
480,00
10.200,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
1.940,00
49.500,00
19.800,00
640,00
36.196,00
1.040,00
33.096,00
800,00
26.716,00
800,00
26.566,00
800,00
26.716,00
4.080,00
149.290,00
SERBIA
BIH
281
perr county. It will also increase the number of website visitors as the entire entry will be via the Internet, and the rules and competition news
will be published on the website. The competition will be carried out when no other activities take place.
282
Serial Subject
No.
1
hours
2
3a
3b
3c
4
5
sets
6
7
meal)
8
Technical equipment
9a
personnel
9b
10
11
12
TOTAL
1.000,00
Prices in EURO
FYR
MONTENEGRO
KOSOVO
Total
MACEDONIA
1.000,00
750,00
750,00
750,00
4.250,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
800,00
1.000,00
1.400,00
680,00
2.800,00
3.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
600,00
750,00
1.050,00
510,00
2.100,00
2.800,00
600,00
750,00
1.200,00
510,00
2.100,00
2.800,00
3.400,00
4.250,00
6.250,00
2.890,00
11.900,00
16.000,00
2.400,00
1.216,00
1.600,00
2.400,00
1.200,00
1.800,00
1.200,00
1.800,00
1.200,00
1.800,00
7.600,00
9.016,00
1.600,00
660,00
1.216,00
720,00
896,00
510,00
896,00
510,00
896,00
510,00
5.504,00
2.910,00
440,00
13.800,00
3.960,00
480,00
10.200,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
340,00
8.500,00
3.960,00
1.940,00
49.500,00
19.800,00
640,00
36.196,00
1.040,00
33.096,00
800,00
26.716,00
800,00
26.566,00
800,00
26.716,00
4.080,00
149.290,00
SERBIA
BIH
8. PROMOTIONAL EXPERT ARTICLES
Publishing articles in magazines will help reach the target consumers and other persons involved in housekeeping and purchases, as well as
professionals in purchasing and/or food preparation. In order to communicate the campaign’s messages to target public, the promotional articles
based on technical facts will be published in magazines. Articles will present technical contents in a popular way. They will be published in
various printed media in each target country and will enable a detailed and accurate description of separate key topics connected with qualitative
poultry meat. We plan to publish 8 various whole-page articles in 5 different commercial and technical media, giving thus an opportunity to
address the widest segment of target public. The stress will certainly be on magazines and supplements that deal with a qualitative, healthy and
active life. In a separate media, articles will be published as a series of 8 articles in two or three-month, dependent on the media periodicity.
Publishing expert articles in the selected printed media will:
- gain and (furthermore) strengthen the consumers’ trust in the quality and safety of poultry meat of EU origin;
283
- gain a wider information of people about the advantages of including poultry meat in their nutrition and about its safe consumption;
- influence the consumers’ purchasing decisions and nutrition habits;
- create new visits of the project’s website and other digital communication tools.
5.9.6. PROMOTIONAL EXPERT ARTICLES
Serial
Subject
SERBIA
No.
1
Translation
576,00
2
Articles design
3.640,00
3
Media planning and buying 46.782,00
TOTAL
50.998,00
BIH
576,00
1.456,00
25.484,00
27.516,00
FYR
MONTENEGRO
MACEDONIA
624,00
576,00
1.456,00
1.456,00
28.501,60
29.900,00
30.581,60
31.932,00
Prices in EURO
KOSOVO Total
672,00
3.024,00
1.456,00
9.464,00
25.668,00 156.335,60
27.796,00 168.823,60
9. ON-LINE ADVERTISING
The backbone of information-promotional on-line actions of this campaign is pointed at “below-the-line” communication activities, which
directly address the consumer. However, for an optimal efficiency, “above-the-line” activities need to be realised to a certain extent as well,
dispersing the campaign’s messages through other indirect channels. Advertising through various websites will help gain bigger perception of
campaign’s messages and create visits of the campaign’s website. Indirectly, activities will be created, connected to other campaign’s actions.
Advertising will be dynamic, banner shaped, immediately drawing the visitors attention. Banners will be launched in the most visited websites of
a particular countrydealing with the topics related to purchasing, food preparation and health. In each country banners will be launched in three
various websites for one month per each year. Advertising on the Internet will be launched during those months when other activities, applied for
addressing the public, will not take place, whereby the authenticity of the campaign’s messages will be ensured all the time.
5.9.7. ON-LINE ADVERTISING
Serial
Subject
No.
1
Banner – design and formation
2
Media planning and buying
TOTAL
SERBIA
1.350,00
9.405,00
10.755,00
BIH
540,00
6.735,00
7.275,00
FYR MACEDONIA
540,00
7.005,00
7.545,00
284
MONTENEGRO
540,00
3.984,00
4.524,00
Prices in EURO
KOSOVO Total
540,00
3.417,00
3.957,00
3.510,00
30.546,00
34.056,00
10. PRESS CONFERENCE
Press conferences will take place in each country as an introduction for the 3-year informational and promotional campaign. The goal is to
present the project and to excite the interest for the planned activities. Press conferences will be organised in the capital cities of target countries.
The list of invited persons will include representative of general and specialised media in the field of nutrition, healthy life and cooking, and
other interested public such as consumer associations, companies involved in poultry meat and products thereof, distribution and catering
organisations and traders, giving the press conference a wider extent. They will be attended by informers who will present the content and by
representatives of target countries and the EU. A nutritionist and a representative of a target field will be invited, as well as a representative of an
EU poultry industry, of a veterinary organisation and of the proposing organisation, who will present the campaign’s extent. Two of the
informers on the press conference will thus come from the EU. Press conferences will be launched during the first months of the campaign.
Target number of participants is 100 people in total in Serbia, 80 in BIH, 70 in FYR Macedonia and 50 in Montenegro and Kosovo each.
Financial construction per country
5.9.8. PRESS CONFERENCE
Serial
Subject
No.
1
Congress room, technical equipment – rental
costs
2a
Overnight stay and food for experts
2b
2c
EU experts’ fees
3
Moderator
4a
Chef – rental costs
4b
Cooking equipment – cooking islands, dishes
and sets
4c
EU Quality poultry meat and other materials
for the culinary practicum
5
Promotional gifts for participants
6
Entertainment of participants – food and
beverage)
7
Translation of informative material
8a
Invitation - translation
8b
Invitation - design
8c
Adrema preparation
8d
TOTAL
SERBIA
BIH
FYR
MACEDONIA
MONTENEGRO
Prices in EURO
KOSOVO Total
700,00
440,00
700,00
600,00
350,00
350,00
600,00
340,00
700,00
600,00
350,00
350,00
500,00
340,00
800,00
600,00
350,00
350,00
600,00
340,00
700,00
600,00
350,00
350,00
500,00
340,00
800,00
600,00
350,00
350,00
2.900,00
1.800,00
3.700,00
3.000,00
1.750,00
1.750,00
400,00
400,00
400,00
400,00
400,00
2.000,00
400,00
1.000,00
320,00
800,00
280,00
700,00
200,00
500,00
200,00
500,00
1.400,00
3.500,00
1.000,00
240,00
24,00
256,00
250,00
15,00
6.725,00
800,00
240,00
24,00
103,00
250,00
12,00
5.889,00
700,00
260,00
26,00
103,00
250,00
10,50
5.669,50
500,00
240,00
24,00
103,00
250,00
7,50
5.164,50
500,00
280,00
28,00
103,00
250,00
7,50
5.208,50
3.500,00
1.260,00
126,00
668,00
1.250,00
52,50
28.656,50
285
11. STUDY VISITS FOR MEDIA IN THE EU
Expert and study visits of editors and journalists in plants for production and processing of poultry meat is one of the communication tools which
help to form a long-term alliance between EU meat processing industry and consumers in third countries. We plan to organise an expert and
study visit for the key editors and journalist covering trade, economy, agriculture and nutrition. Information checked on the spot is more effective
and more impressive than information written as a press release. Journalist will be acquainted with processing industry and the quality, safety and
traceability system in practice. They will meet the representatives of the Slovene Commercial Branch Association of Meat Industry and will take
part in an accompanying programme. The expert and study visit for media from all target countries to Slovenia will last 3 days (two nights) with
30 journalists from Serbia and Bosnia and Herzegovina, 20 journalists from FYR Macedonia, Montenegro and Kosovo. The foreseen price
includes costs of transport, overnights stays, food and promotional material and gifts.
STUDY VISITS FOR MEDIA IN THE EU
1
2
3
4
5a
5b
5c
6a
6b
6c
6d
4
BUS transport in Slovenia
Air tickets from capitals to Ljubljana
Overnight stays (2 nights -120€ per person a day)
Food for participants (3 days, 90 € per person a day)
Promotion material - Pencils with logo
Promotion material- Notebook with logo
Promotional gift
Invitation - translation
Invitation - design (40% of basic price)
Adrema preparation
Total
SERBIA
BIH
2.400,00
10.500,00
7.200,00
7.200,00
8,10
63,00
210,00
24,00
256,00
250,00
15,00
28.126,10
286
2.400,00
10.500,00
7.200,00
7.200,00
8,10
63,00
210,00
24,00
103,00
250,00
15,00
27.973,10
FYR
MACEDONIA
2.400,00
8.000,00
4.800,00
4.800,00
5,40
42,00
140,00
26,00
103,00
250,00
15,00
20.581,40
MONTENEGRO
2.400,00
7.000,00
4.800,00
4.800,00
5,40
42,00
140,00
24,00
103,00
300,00
15,00
19.629,40
KOSOVO
2.400,00
8.000,00
4.800,00
4.800,00
5,40
42,00
140,00
28,00
103,00
250,00
15,00
20.583,40
Total
12.000,00
44.000,00
28.800,00
28.800,00
32,40
252,00
840,00
126,00
668,00
1.300,00
75,00
116.893,40
European dimension
- the target public will achieve a higher visibility and understanding of EU quality systems,
which provides a higher quality of products bearing the symbols of these schemes
- thus, the image of EU products and of EU agriculture, and consequently of the EU
Common Agricultural Policy, will be promoted among likely future candidates.
- increased knowledge of EU signs and products will lead to an increased confidence in EU
products. In the peculiar case of poultry meat, where consumption is increasing, it will lead
to more, and more selective, imports, for the same and for other new consumers.
The envisaged effects and the evaluation methods:
Ensuring correct information on the EU quality schemes, national quality schemes, and the
control system, which all together ensure a strict control from breeding to sale, as defined by
regulations, will return and strengthen the consumers’ confidence into EU quality poultry
meat that has been deeply shaken by avian influenza. Target groups will gain a higher level of
awareness of high EU standards applied by producers and which ensure qualitative, safe and
traceable poultry meat irrespective of the country of origin. The increased conscience of the
importance of including quality poultry meat within human nutrition for the quality of life
will be perceived at the same time. The interest in purchasing EU poultry meat will increase
due to the comparative advantages of EU products. This will result in an increase of the EU
exports towards target countries. The result of the information and promotion campaign will
be measured in the increased consumption of poultry meat in target countries within the
campaign implementation, namely in Bosnia and Herzegovina for 6 %, in Serbia for 5 %, in
FYR Macedonia for 4 %, in Montenegro for 4 %, and in the Republic of Kosovo for 4
%.Official statistics on consumption and sale of poultry meat in a particular country will serve
as a basis for the measurement of these changes.
The concrete anticipated effects of the information and promotion campaign of poultry meat
of EU origin in target markets and the ways of measurement are presented in continuation
within each particular action. Results will be measured equally for all target countries.
Measurement and recording of the statistics will be carried out by a selected independent
external body. Results will be measured by the number of website visits, on the spot
participants, contacts made, and media publications. A market analysis with a 3-year
periodical research will also be carried out and used to apparise the campaign results, the
official statistics being published rather late.
287
III. BUDGET
YEAR 1
YEAR 2
in €
471.519,32
431.078,63
WEB COMMUNICATION
SERBIA
23.187,00
4.652,00
BIH
11.861,00
4.672,00
FYR MACEDONIA
12.008,25
4.723,00
MONTENEGRO
11.861,00
4.672,00
KOSOVO
12.100,50
4.834,00
PRINTED MEDIA – informative brochure
SERBIA
36.398,00
BIH
23.737,20
FYR MACEDONIA
12.174,80
MONTENEGRO
8.506,00
KOSOVO
10.234,00
TASTINGS AND PROMOTIONS IN SHOPPING CENTRES
SERBIA
58.852,52
51.783,64
BIH
32.223,50
46.569,00
FYR MACEDONIA
21.327,00
15.687,00
MONTENEGRO
11.703,00
12.886,00
KOSOVO
11.443,00
19.188,00
WORKSHOPS
SERBIA
29.106,00
BIH
32.020,00
20.425,00
FYR MACEDONIA
35.591,00
MONTENEGRO
KOSOVO
17.990,00
COOKING COMPETITION
SERBIA
36.196,00
BIH
33.096,00
FYR MACEDONIA
MONTENEGRO
26.566,00
KOSOVO
EXPERT ARTICLES
SERBIA
32.372,71
BIH
17.466,72
FYR MACEDONIA
16.263,23
MONTENEGRO
18.854,57
KOSOVO
16.916,81
10.879,19
ON-LINE ADVERTISING
SERBIA
3.585,00
3.585,00
BIH
2.425,00
2.425,00
28,75/30
27,25/40
European dimension:
Cost/efficiency:
4,75/10
10/20
288
YEAR 3
396.043,56
4.637,00
4.627,00
4.674,25
4.627,00
4.766,50
60.135,84
31.046,00
9.711,00
7.580,00
8.118,00
40.848,00
17.736,00
26.716,00
26.716,00
18.625,29
10.049,28
14.318,37
13.077,43
3.585,00
2.425,00
TOTAL
1.298.641,50
117.902,50
32.476,00
21.160,00
21.405,50
21.160,00
21.701,00
91.050,00
36.398,00
23.737,20
12.174,80
8.506,00
10.234,00
398.253,50
170.772,00
109.838,50
46.725,00
32.169,00
38.749,00
193.716,00
69.954,00
52.445,00
35.591,00
17.736,00
17.990,00
149.290,00
36.196,00
33.096,00
26.716,00
26.566,00
26.716,00
168.823,60
50.998,00
27.516,00
30.581,60
31.932,00
27.796,00
34.056,00
10.755,00
7.275,00
BUDGET BY ACTION :
€
YEAR 1
YEAR 2
in €
471.519,32
431.078,63
WEB COMMUNICATION
SERBIA
23.187,00
4.652,00
BIH
11.861,00
4.672,00
FYR MACEDONIA
12.008,25
4.723,00
MONTENEGRO
11.861,00
4.672,00
KOSOVO
12.100,50
4.834,00
PRINTED MEDIA – informative brochure
SERBIA
36.398,00
BIH
23.737,20
FYR MACEDONIA
12.174,80
MONTENEGRO
8.506,00
KOSOVO
10.234,00
TASTINGS AND PROMOTIONS IN SHOPPING CENTRES
SERBIA
58.852,52
51.783,64
BIH
32.223,50
46.569,00
FYR MACEDONIA
21.327,00
15.687,00
MONTENEGRO
11.703,00
12.886,00
KOSOVO
11.443,00
19.188,00
WORKSHOPS
SERBIA
29.106,00
BIH
32.020,00
20.425,00
FYR MACEDONIA
35.591,00
MONTENEGRO
KOSOVO
17.990,00
COOKING COMPETITION
SERBIA
36.196,00
BIH
33.096,00
FYR MACEDONIA
MONTENEGRO
26.566,00
KOSOVO
EXPERT ARTICLES
SERBIA
32.372,71
BIH
17.466,72
FYR MACEDONIA
16.263,23
MONTENEGRO
18.854,57
KOSOVO
16.916,81
10.879,19
ON-LINE ADVERTISING
SERBIA
3.585,00
3.585,00
BIH
2.425,00
2.425,00
FYR MACEDONIA
2.515,00
2.515,00
MONTENEGRO
1.508,00
1.508,00
KOSOVO
1.319,00
1.319,00
PRESS CONFERENCE
SERBIA
6.725,00
BIH
5.889,00
FYR MACEDONIA
5.669,50
MONTENEGRO
5.164,50
KOSOVO
5.208,50
STUDY VISITS FOR MEDIA IN THE EU
SERBIA
BIH
FYR MACEDONIA
20.581,40
MONTENEGRO
19.629,40
KOSOVO
YEAR 1
YEAR 2
TOTAL
471.519,32
431.078,63
Costs of the performance guarantee
Implementing body’s fees
1.200,00
1.200,00
289
YEAR 3
396.043,56
4.637,00
4.627,00
4.674,25
4.627,00
4.766,50
60.135,84
31.046,00
9.711,00
7.580,00
8.118,00
40.848,00
17.736,00
26.716,00
26.716,00
18.625,29
10.049,28
14.318,37
13.077,43
3.585,00
2.425,00
2.515,00
1.508,00
1.319,00
28.126,10
27.973,10
20.583,40
YEAR 3
396.043,56
1.200,00
TOTAL
1.298.641,50
117.902,50
32.476,00
21.160,00
21.405,50
21.160,00
21.701,00
91.050,00
36.398,00
23.737,20
12.174,80
8.506,00
10.234,00
398.253,50
170.772,00
109.838,50
46.725,00
32.169,00
38.749,00
193.716,00
69.954,00
52.445,00
35.591,00
17.736,00
17.990,00
149.290,00
36.196,00
33.096,00
26.716,00
26.566,00
26.716,00
168.823,60
50.998,00
27.516,00
30.581,60
31.932,00
27.796,00
34.056,00
10.755,00
7.275,00
7.545,00
4.524,00
3.957,00
28.656,50
6.725,00
5.889,00
5.669,50
5.164,50
5.208,50
116.893,40
28.126,10
27.973,10
20.581,40
19.629,40
20.583,40
TOTAL
1.298.641,50
3.600,00
Measurement of results, actions
TOTAL DIRECT COSTS FOR THE
PROGRAMME
Overheads
TOTAL FOR THE PROGRAMME
TOTAL
61.297,51
14.145,58
56.040,22
12.932,36
51.485,66
11.881,31
168.823,40
38.959,25
548.162,41
21.926,50
570.088,91
501.251,21
20.050,05
521.301,26
460.610,53
18.424,42
479.034,95
1.510.024,15
60.400,97
1.570.425,12
FINANCIAL
CONTRIBUTION
European Community
Member State
Total
st
1 year
EUR
%
285.044,45 50,00
171.026,67 30,00
114.017,78 20,00
570.088,91 100,00
nd
2 year
EUR
%
260.650,63 50,00
156.390,38 30,00
104.260,25 20,00
521.301,26 100,00
rd
3 year
EUR
%
239.517,48 50,00
143.710,49 30,00
95.806,99 20,00
479.034,95 100,00
Total
EUR
%
785.212,56 50,00
471.127,53 30,00
314.085,02 20,00
1.570.425,12 100,00
Remarks :
yes/no
- confirm that the executive body is not a public entity
- Confirmation has been given and the statute of the applicant precised
- meat for tasting should be furnished at production costs; certify that this will be the case
Such a certification has been given.
- what is the size of the stands for tastings and promotions ?
The size is précised; it has been determined In order to also allow promotional
tastings and other accompanying information-promotion and promotional measures
- what is precisely meant by "EU expert" for the workshops: experts coming from EU
member countries (if so, how are they selected) or from the EU institutions ?
They are specialists form EU countries competent on meat quality matters; they can
come from ministries or private professional organisations. Commission experts,
especially on quality matters, are also welcome
- there should be a table per year for measurement of results, quantitative objectives
measured by the survey should also be set.
Such a survey will be included in the regular market analysis foreseen every year
during project implementation. It will measure in each country the level of knowledge
of EU poultry meat, its advantages and EU standards for guaranteeing that UE meat
is of high quality, safe and healthy. The starting point will be the study carried out in
year 1; another one is foreseen in year 2 and a final one immediately after the end of
the information-provision and promotional activities, with the same questions as the
original survey. The aim is to increase by 6% in year 1 and by 4% each of the two
following years the proportion of consumers aware of the advantages of EU quality
poultry meat yearly, and by the same percentage the proportion of consumers aware
of the high standards of quality and safety for poultry meat of EU origin, as well as
the confidence in EU quality poultry meat, the proportion of consumers aware of the
quality schemes used to mark higher-quality products and that of consumers who
include poultry meat in their diet at least twice a week.
In addition, digital communication (websites, Facebook profile, etc.) will also be used
to monitor the changes in the awareness of consumers in target markets, and people
attending tasting events will be asked to fill in the survey, with questions on
290
knowledge of the advantages of poultry meat in general and EU quality poultry meat
in particular.
- - a .eu site should be preferred
The recommendation will be followed and a website www.perutnina.eu will be
created.
good/average/poor
good/average/poor
yes/no
good/average/poor
70,75/100
1/1
n.a.
CONCLUSIONS:
Observation(s)
Clarifications needed to allow a more in-depth appraisal
Recommandation(s)
- To be accepted
- to be accepted given the satisfactory reply to the above observations
- to be rejected
291
Member State(s): UK
Title of programme: A Promotional and information campaign to increase awareness of the
benefits of organic food and farming, and to encourage
increased
frequency of purchase of organic produce in England,
Scotland,
Wales, and Northern Ireland 2014 - 2017. “Organic. Naturally
Different”.
Rural Payment Agency (RPA)
Proposing organisation(s): SUSTAIN : The alliance for better food and farming
Haygarth Group Ltd
Type of measure:
mixed
Product(s):
Organic food and drink
UK
Duration:
3 years
Total budget:
€1,652,587
EU Co-financing:
€826,293.73 (50%)
17/06/2013
This is the continuation of a 3-year programme ending in September 2013 (campaign which
won the award "Best Advertising Led Campaign" in 2013). This programme aims at
informing and promoting organic products in the UK. The main objective is to grow sales of
organics, aiming to return the market to growth by 2017 and potentially grow the market by
between 1-3%. The target groups are the regular consumers and occasional purchasers of
organic products.
The actions include panels in London underground, digital displays on relevant food sites and
retailers online shopping sites, refreshment of the website, creation of new applications for
Facebook and digital challenges like "Cook organic challenge", posting videos and interviews
on Facebook with master classes of cooking chefs, sponsoring a national award that
encourages people to cook with organic products, providing consumers with loyalty point
rewards to encourage the consumption of organic products directly into the retailors.
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yes
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organisation(s)
yes
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yes
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yes
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no
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implementing body
yes
Objective(s) :
The objectives of this programme are to:
• continue to grow sales of organic foods and farming, aiming to return the market to growth by
2017, and potentially grow the market by between 1‐3%;
 increase understanding of the benefits of organic food and drink;
 improve consumer and media attitudes to organic.
Strategy:
The strategy is to increase demand for organic food and drink by clearly promoting the benefits of
organic production to those consumers who are most likely to buy more organic.
 The strategy will involve:
 Evolving and optimising the advertising ensuring that it will still grab people’s attention.
 Having a light hearted tone of voice, which is humorous and contemporary.
 Ensuring that the language explaining the benefits of organic is simple yet compelling.
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 Maintaining a strong focus on the audience with the most likelihood to spend more on organic the “Heavyweights” and “Occasionals.”
 Keeping a strong central message that will help increase sales.
 Working to create stronger advocates from the 65,000 plus Facebook following.
 Having a “push” and “pull” strategy – the push coming from the advertising and the pull
coming from on‐ line work.
 Addressing the price barrier and clearly communicating the value of organic food.
The campaign will focus around five core areas:
 Advertising: the big “shout” that will raise awareness and make people stop and think about
organic, prompting them to buy more of it.
 Digital & social media: where people come to find out more, and then interact and become
part of the campaign and help spread the word.
 Media and PR work: to create the stories in the media that encourages people to re‐ think
organic in positive ways through independent comment and endorsements from journalists.
 Retailer activation: raising awareness of organic in-store so shoppers are reminded about its
benefits as they shop
 Measurement and evaluation: to ensure the campaign is achieving results and to continually
check back on progress so plans can be amended as necessary.
The strategic pathway for the campaign started with the previous campaign creating a “reason
to believe” in organic. There was a great deal of information to get across in a simple way and
the benefits of organic were not yet understood.
The next step is to give consumers a “reason to buy” organic so the strategy will be more
confident and overt about this in the next campaign. The strategy will include talking about the
difference in price of organic food and drink, but will do this with confidence showing people
that organic may sometimes cost more, but it is worth it.
There will also be a strong call to action, a similar tone of voice that has been proven to work
very effectively in the first campaign.
Target group(s):
The consumers: Regulars (or Heavyweight) buyers who buy organic products more than 27 times
per year and Occasional purchasers who buy organic between 7 and 26 times per year.
Themes:
The campaign's main themes are to increase understanding of the benefits of organic food and
drink and organic production methods.
Main themes:
 Organic productions systems have very high animal welfare standards.
 Organic is good for the environment and biodiversity and is more natural.
 Organic food contains lower pesticide residues and organic farming uses fewer pesticides.
 The campaign will stress the value of organic food and drink –it sometimes may cost more, but
it is worth it.
 The use of the word "organic" is protected by law so organic food has undergone stringent
checks.
The campaign will also increase understanding of the EU standards contained in Council
Regulation (EC) 834/2007 and the new EU logo for organic food, building recognition
following its introduction in 2010.
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Aspects covered:
quality
safety of food
nutritional values
health impacts
labelling
organic products
The campaign name is "Organic. Naturally different" and the proposition is built around "If your
food could talk, what would it tell you?" The campaign aims at encouraging consumers to think
beyond what the food looks like to consider the processes it went through to get it on their plate.
The key messages to be communicated in the campaign are:
 Organic is natural and great tasting food.
 Organic has lower pesticide residues.
 Animals on organic farms are raised to high animal welfare standards.
Having seen the campaign, consumers should think more about the food they are buying, they
should feel good about choosing organic and they will have powerful reasons to buy organic.
Each version of the advertisement will:
 Be generic – no brand names will be mentioned.
 Explain a key benefit of organic food and farming.
 Refer to EU funding.
 Highlight the new EU organic logo to improve consumer and trade recognition.
 Include a call to action to a campaign Facebook page enabling respondents to learn more about
organic foods, to view our latest recipes and news.
The proposing organisation is evolving stronger messages, based on those developed for the first
programme as they are proven to work. Leapfrog research shows the messages are well
understood by shoppers, with 80% of those surveyed saying they were likely to buy more organic,
having seen the adverts.
Action 1 – Creative
Objective: That the campaign creates awareness and “talkability” and stimulates people to reappraise organic, go online to find out more and buy more organic food and drink.
How will the objective be achieved?
 Having the existing awareness for the adverts in the previous programme means the
campaign should capitalise on it and use the same creative concept again:
 The campaign will continue to be good value for money. Evolving the current campaign will
ensure we build on the momentum from the previous campaign and do not waste time and
money developing new approaches from scratch.
 Consistency works. Organic now has an effective, award winning advertising “look and feel”
and it makes sense to build on this.
 The advertising campaign achieved over twice the usual awareness levels for the industry,
achieving 39% awareness among London Underground users (average 17%).
 The importance of clarity. The same research shows 84% of consumers find our advertising
“clear and easy to understand” so we will continue with the same concept.
 The advertising is not “worn out.” The advertising has not yet been seen by enough people to
require a total change.
Based on this foundation the proposing organisation will develop a new campaign by:
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 Making the “reason to believe” section of the advert (the text at the bottom) more prominent so
that it will be easier for consumers to remember the message
 Addressing the perception that organic costs more, and is the main barrier to buying more
organic. The adverts will address this head on and show people that organic is worth it.
 Encouraging people to “buy something organic today” or using similar words as a call to
action.
Expected impact:
The Monitoring and Evaluation Campaign tracking2 will show:
 Awareness of campaign in London, where advertising appears: 40%
 Likelihood of campaign encouraging more people to buy organic: 75%
Budget summary table for action 1:
Activity
Planning and research for creative
Concept development
Copywriting and design
Artwork
Creative services
Facebook ads
Digital display ads
Total
Budget (in EUR, over 3 years)
29,380
12,693
5,289
3,807
2,938
19,978
12,926
94,014
Action 2 – Media
Objective: To create a strong visual impact with campaign advertisements to remind people
about the benefits of organic and give them a reason to buy it.
The objectives will be achieved by encouraging those who see the adverts to take three key
actions:
i. Think about the key benefits of organic food and drink.
ii. Buy organic.
iii. Communicate the benefits of organic to their own circle of friends and family.
Channel
Outdoor of
Home
Advertising
(OOH)
Cross Track
48 Sheets)
2
Placement
London: London
Underground
Key Function & Channel Benefits / Rationale
 Creates the big communications “shout”, to make
people stop and think about organic
 Creates strong visual impact to remind people about the
key benefits of organic & give them a reason to buy
 Creates awareness very quickly
 Proven success with this format previously:
o 80% of people stated they would be more likely to buy
organic having seen the campaign
 London targeting allows us to cost effectively reach a
concentration of core organic consumers
o Around 40% of people who agree that “it’s definitely
worth paying more for organic” live in London or
South East (source: TGI )
Please see Sections “Measurement of results” and “Expected Impact” below for more on Measurement and
Evaluation
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
Digital
Display
Relevant Food Sites

(I.e. Delia Online/
jamileoliver.com/BBC
Good Food)

As well as relevant
keyword targeting,
Display
across key food sites
Keyword
and “lifestyle” sites
Targeting
(i.e. iVillage and
Women’s Health),
across the Vibrant
digital network
Social Media Social channels i.e.
Facebook, Twitter
Digital
Retailers Online
Shopping Sites



o London Underground advertising captures people
when they have “dwell time” waiting on the platform
for trains. In this way the adverts are unavoidable
o 87% of commuters welcome advertising on the tube
and they have the desire to engage with it as it fills
their “dead” time (source: CBS)
o Consumers spend an average of 3 minutes on the
platform engaging with cross track ads (source: CBS)
Using London Underground allows us to showcase
different creative executions and product benefits
Reach audience in relevant environments, allowing us
to reach people when food and wellbeing is front of
mind
Opportunity to promote the organic message to people
with an established interest in food and related topics,
with minimal wastage
Precise keyword targeting provides message at key
discovery moments
“Network” buys allow cost efficient message placement
Advertising formats allow us to demonstrate the
numerous benefits of organic as well as inviting
interactivity to gain message visibility
 Cultivates organic advocates and creates momentum
around key campaign messages
 Allows two-way conversations and interactivity with
audiences
 Presence in owned media (our own website and
Facebook pages) and earned media (other people’s
social media pages) spreads the message further
without any extra media budget
o Credibility of messaging is extended when derived
from peer to peer recommendation or advocacy
o 87% of people trust peer recommendation over
conventional advertising (source: Jupiter research)
 Taps into established communities of interested
audiences
 Encourages “talkability” around key issues and product
benefits
o Encouraging people to both think about the key
benefits of organic and communicate these to a wider
audience, essentially making our audience spread the
organic word on our behalf
 Placement affords video content for greater message
depth and context, plus higher levels of interactivity
 Premium page post link ads on Facebook can drive
direct to point of purchase at key retailers, encouraging
greater organic sales
 Provides national presence
 Remind shoppers about key benefits of organic while
they shop
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Paid Search
Google
 Encourage shoppers to switch to organic at the point of
purchase
 Targeting capabilities allows us to reach those with an
established interest in organic products, or those who
would be most receptive to organic messaging –
allowing our budget to work harder for us
 Introduces paid search, to capture people who have
demonstrated an interest in organic
 Drives awareness of Organic UK’s website
o Pushing consumers to “owned “ media space, allows
us to explain the benefits of organic with more detail
than an advert can allow
o Driving audience to the “owned” media space,
facilitates ongoing communications with the
consumer, beyond the life of the paid for media
campaign
The activity will be phased to maximise people’s spending levels and to reach people at most
receptive times of year.3 The majority of the media activity will fall in to two key bursts:
Phase one: End of January/beginning of February
There are two benefits to starting in January. First, the adverts will be seen by people in the
New Year when they are thinking of changing their eating habits. Second, the timing means
that the campaign will not have lost momentum since it ended in September.
Phase two: “Organic September”: The month of September is designated as the month-long
promotion of organic food and drink in the UK. It therefore makes sense to amplify the
activity around this time when organic has a high profile.
Impact 4
Channel
Out of Home
Advertising –
Posters in London
Underground
Digital Display
Social Media
Digital Retail
Paid search
Delivery
 c. 45% coverage of all ABC1 Londoners at an average
“Opportunities to See” (OTS) of 6.4 per burst
 This equates to 4.57m total impacts per burst.
Due to improved buying efficiencies, this advertising activity will
cost approximately 23% less than the current campaign
 c. 3.3m impressions and c 1.1m reach
 c.1.9m reach and over 19k clicks
o There will also be extra reach and exposures from brand
advocates who share our Facebook posts and Twitter messages
 c.3.6m impressions and over 10,000 clicks
 c. 8m reach and c. 80,000 clicks
Coverage: The percentage of the target audience who have an opportunity to see an
advertisement.
Reach: Interchangeable, with coverage, though tends to be used instead of coverage when
referring to digital opportunities: The percentage of the target audience who have an
opportunity to see an advertisement.
3
4
See full application for media plan
See below the table for a full explanation of terms used
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OTS: Opportunities to See the advertisements in a campaign. The term “opportunity”
recognises that whilst everyone who reads/looks at an advertisement could see that
advertisement, not everybody does so. In terms of a poster site an OTS occurs when a person
passes a poster site.
Activity
London Underground 48 sheet cross track
412 480
Display advertising
70 509
Social media advertising (Facebook)
70 509
Retailer partnerships 2 each year (online shopping
176 274
sites)
Search engine optimisation (paid search to ensure
70 509
website is more visible)
Total
800 282
Action 3 - Digital marketing and social media
Objective: For digital to be the hub for the campaign – where consumers go to find out more
and to share our campaign messages and talk about organic to their friends achieving “peer to
peer advocacy” (helping spread the benefits of organic themselves).
In summary the campaign will refresh the www.organicukfood.co.uk website and Facebook
page, create excitement, visibility and create a new “app” for Facebook each year to ensure
continued engagement with our “fans.” The work on this action will include:
 Digital activity that encourages our community on Facebook to become true organic
advocates, encouraging sharing of digital assets including recipes, hints and tips on
shopping and the benefits of organic with their friends and family to help amplify the
advertising campaign and PR activity.
 Digital challenges promoted via the Facebook wall and hosted in a Facebook application
will include a “Cook Organic Challenge!” where the Facebook community use five organic
ingredients to come up with their own take on a classic British dish. This will be a seasonal
activity supported by hints and tips from our celebrity chef partner.
 Organic meal plans will be created with our celebrity chef and blogger ambassadors to
demonstrate the good value and ease with which it’s possible to shop and cook organic.
These will have a seasonal and provenance focus and will also encourage our community to
share their own adaptation of the plans with us on Facebook and via their blogs.
 Shareable assets will be created following the theme of the advertising and will include tips
on buying organic, simple recipes and campaign messaging. They will also celebrate
occasions such as Christmas.
 To help our audience learn more about what organic means and how committed and expert
our campaign supporters are, we will run a series of pledgor profiles on Facebook for
example with video interviews and question and answer sessions.
 Video content will include master classes with our celebrity and blogger ambassadors who
will share their personal tips and advice on cooking organic, for example cooking for
special occasions such as Easter, but also other social occasions including BBQs and
preparing the perfect picnic.
 Competitions are a proven route to amplifying the campaign and engaging with our
audience. We will run regular competition activity on both the Facebook wall and via a
dedicated competitions app with a range of prize options and values to encourage as many
of our fans to take part as possible.
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 The focus for Twitter will be to continue to engage with food bloggers and the wider
mainstream media as well as pledgors and trade media to amplify news on organic, news on
wider food issues and to share the opinions of the campaign.
 Community management for the Facebook account will continue to post daily and
moderate conversation and engagement on the wall. Posts will feature food and related
lifestyle news to promote debate among our community as well as posts to direct fans to
our digital activity on the app(s) and with our celebrity ambassador’s activity for example.
Rationale
Some 85% of all adults in the UK regularly use the internet and this rises to over 90% of
adults in the 25 – 54 age group.5 Over 50% of the UK population is on Facebook.6 The
campaign therefore needs to engage people and capture their interest while they are on line,
and this is why the campaign Facebook page and website are the key information hubs for the
campaign. They are also an extremely cost effective way of reaching our audience.
Impact
Facebook
Facebook is the activity hub for the campaign and a platform for conversation between us and
organic consumers. As we continue to promote Facebook as the home of Organic UK in the
advertising campaign and social media advertising, the number of fans or community will
grow. Carefully targeted Facebook adverts and media spending will help to ensure we are
recruiting the “right” people on to our page. Thus quality over quantity of fans will ensure we
maintain the same level of engagement or “sharing” that we are currently achieving.
The Facebook activity aims to build on the 57,000+ community of committed organic “fans”
we already have with these specific aims:
 To create a positive perception of organic and encourage more people to use organic
in their daily cooking.
 Our target will be 100k likes at the end of the next three years of the campaign.
 Build advocacy amongst the existing community. Our target will be an average 2.5%
“talking about” figure7.
Twitter
When we first launched the organic Twitter account, Twitter was considered to be more of an
“emerging channel”. This has evolved considerably over the past three years and has proven
to be a key channel primarily for targeting and engaging with influencers (such as journalists
and bloggers) as well as consumers. As this trend looks set to continue, Twitter will become
an invaluable PR tool to maintain relationships with these key influencers.
Currently the campaign has over 4,000 followers and our target is to increase that to 8,000 at
the end of this campaign.
Website
As the focus of the organic campaign and consumer behaviour has shifted over to social
media channels, traffic to the website will remain stable, and is still important for more
information about organic as well as organic recipes. By supporting the site with additional
paid search we expect to increase traffic to site during bursts of above the line (ATL)
campaign activity.
The impact of the website is likely to be 1,450 unique visits per month, of which:
 New visitors 75%
5
Office for National Statistics, Internet Access Quarterly Update, 2012 Q4
Social Bakers, United Kingdom Facebook Statistics
7
The “talking about figure” is the number of people engaging with your content, rather than being a passive
receiver of information
6
300
 Returning visitors 25%
 Average dwell time 1 minute 20 seconds
Activity
Social media creative and assets (seasonal assets for
Facebook and Twitter, designer, Facebook Profile
Creative)
Facebook activity (Facebook based activity, shareable
assets, competition fee)
Image fund
Community management for social channels
Digital account management
Website – Creative and functional updates
Total
21 152
47 300
3 525
105 764
21 153
21 153
220 048
Action 4 - PR
Objective: Extend the reach of the advertising and paid for media by developing engaging
stories on the benefits of organic production, food and drink for consumer PR and also have
an effective trade PR programme.
CONSUMER
 Celebrity and blogger endorsement and partnerships will continue as both have been
effective in making our voice heard in a crowded media marketplace. These relationships
will also be useful as they amplify the digital part of the campaign, and provide content for
our social media channels too.
 The celebrity will also work with us on a recipe challenge which will show consumers how
easy it is to buy organic and make it stretch over a number of meals, giving great value for
money and dealing with one of the main barriers to purchase organic which is price.
The celebrities below are just examples of who the proposing organisation would consider
working with:
Si King and Dave Myers – The Hairy Bikers: They have several cooking series on
mainstream terrestrial TV, and also cookbooks. The pair are widely viewed as ‘national
treasures’ and are praised for their down-to-earth cooking and love of good food.
Tom Kerridge has a two Michelin starred restaurant and appears regularly on TV
programmes, Saturday Kitchen and the Great British Chef. He is know for his hearty and
wholesome cooking and straight talking approach to food and how we eat.
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 The campaign will sponsor a major national award that encourages people to cook with
/use/endorse organic ingredients. The Observer Food Awards are held annually and are the
among the most highly regarded and popular awards in the UK, receiving considerable
media attention. There are a number of categories that would suit the organic campaign,
including Best Independent Retailer and Best Ethical Restaurant, so there will be an
opportunity for the campaign to work with the award organisers to tailor the sponsorship to
suit its objectives.
 Celebrate with organic – encouraging more use of organic at more meal occasions using PR
activity to remind people to enjoy organic both as part of their everyday food, but also
when enjoying special mealtimes with family and friends.
 Create vibrant stories around the theme of “you get what you pay for” - using PR stories to
remind people of the importance of understanding the quality and content of their food.
 Target influential consumer and food journalists with news around the value of organic,
work with these stories to shift perceptions of organic from a price point of view and focus
more on animal welfare, the reduced pesticide residues in organic food and drink and
knowing where your food comes from.
 Media will include: Weekend Telegraph – Xanthe Clay, Daily Telegraph – Harry Wallop,
The Guardian – Emine Saner, Word of Mouth Blog – Felicity Cloake,
BBC Radio 4 Farming Today – Melvin Rickarby, Food Programme – Sheila Dillon,
Good Housekeeping – Monaz Dumasia, Tesco Magazine – Jenny McIvor, Metro – Chloe
Scott, Prima – Heather Whinney, Healthy Food Guide – Ellen Wallwork, Great British Food
– Natasha Lovell-Smith, Metro – Kylie Martin, Olive – Janine Ratcliffe, Lavender and
Lovage – Karen Burns Booth, Eat Like a Girl – Niamh Shields.
 One-to-one media briefings will allow the opportunity to work closely with campaign
pledgors and leading journalists to develop feature stories on key aspects of organic as well
as to look at the value of organic over and above any price premium.
TRADE
 As part of the trade activity the proposing organisation will hold briefings with the trade
media once a year. This event will be an opportunity for the key trade titles to talk to the
leading organic category producers about their business and how it’s progressing and to
look at new product development and innovations for example. The objective here is to
develop news stories that will engage the trade media and provide platforms for better
understanding of each key organic category to increase listings in the major multiples and
also to increase business for the independent sector and online.
 Category profiles will be used throughout the year to reinforce the success of organic
products and also to keep the trade media up-to-date with the latest product and category
news.
 The trade PR campaign will work with key industry figure to develop profile and interview
opportunities both with food trade press but also extending this to the business sections of
quality national titles including The Times, The Financial Times and Daily Telegraph, for
example.
Rationale
For consumers, articles in their favourite newspaper or magazine can really engage people
and persuade them to try organic for the first time. For the trade, PR can help us overcome
negative attitudes on organic and encourage retail buyers to stock more organic lines.
PR is therefore an important part of this campaign. It will work hard to shift opinion about
organic with particular focus on the benefits of organic. PR also allows in-depth
communication of some of the more complex areas of interest to consumers. High quality
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images and well researched written materials will support the efforts of the press office to
develop influential editorial coverage.
Impact
The proposing organisation will measure the changing media opinions about organic through
regular media auditing. This will be a survey of media coverage before the campaign starts
together with telephone interviews with key journalists who have already written about
organic. This activity will be repeated every 12 months during the campaign to track and
measure not only our share of ‘voice’ but also how our key messages are being received.
In terms of activities, building on the success of the Year 3 campaign, the PR activity aims to
provide:
 6 one-to-one media briefings
 10 feature-led pieces
 20 pieces of coverage - broadcast and print
For the trade campaign the PO will be aiming for:
 1 major organic feature
 9 further pieces of coverage during the course of each of the three years of the
campaign.
PR aims to deliver a return on PR investment of 3:1
Activity
Celebrity ambassador
41 129
Blogger ambassador
10 576
Media relations and media briefings
84 611
Award sponsorship
37 017
Focus on organic feature
29 380
Total
202 715
Action 5: Retailer activation
Objective: To re-ignite trade interest in the organic category so organic becomes more
prominent in store, there are increased numbers of product lines in store and organic moves
further up the retailer’s agenda
A two pronged strategy will be implemented focusing on major multiple retailers (accounting
for 70.7% of organic sales) and independent stores (accounting for 15.1% of organic sales) in
2013.8 Both outlets are important for organic food sales and therefore both need attention.
MAJOR RETAILERS PROGRAMME:
Multiple retailers continue to generate a significant majority share of organic sales. However,
sales through UK multiple retailers have reduced in some areas and therefore this has had an
impact on overall organic sales which this campaign aims to address.
Within the multiple grocery channel, the two largest organic retailers, Sainsbury’s and Tesco
suffered the biggest declines, down 1.1% and 6.9% respectively. 9
Three main factors are impacting multiple sales:
 Continued pressure on household spending as family budgets are squeezed
 Continued reduction in organic ranges offered in shops
 A lack of investment in own-label organic ranges
8
Organic Market Report 2013, Soil Association
9
Organic Market Report 2013, Soil Association
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The campaign will address this by working on point of sale materials for retailers. Multiple
retailers represent the largest opportunity for driving organic sales and if we can increase sales
through them, this will have a significant impact on the organic market overall.
Supermarket loyalty cards will provide the means for targeting organic shoppers by
frequency, spend and product category:
 Targeted emails – emails would be sent to highly targeted occasional organic shoppers
incentivising increased purchase of organic products through the incentive of additional
Tesco Club Card loyalty points
 At till loyalty points – to provide added value to customers, loyalty point rewards will be
used as an incentive to increase organic purchase. Specifically, targeted occasional
shoppers would be offered additional points for purchasing a higher number of organic
products on subsequent shops.
INDEPENDENT RETAILERS PROGRAMME:
Organic sales through independent retailers have remained stable and the channel represents a
valuable opportunity for organic sales growth as the channel grows its share of grocery sales.
The recession, growth in single person households, an increase in ageing population and
growing interest in local produce and local communities all have a positive influence on the
appeal of independent retail, in particular convenience shopping, with sales representing 20%
of total grocery sales (£33.9bn sales out of total grocery sales of £163.2bn in 2011).
UK Convenience stores’ sales are forecast to grow by 29% to £44billion over next 5 years
according to IGD Forecast. Of the £10billion growth about half is expected to come from
symbol groups and a third from the convenience formats of the multiples.
Greater caution about how people spend money has led to an increase in shopping ‘little and
often’ to avoid overspending; shoppers feel they have greater control in convenience.
Increase in smaller households leading to less meal planning – so the convenience format
suits changing lifestyles.
One person households reached 7.6 million in 2011 (increase of 1 million over last 10 years);
Reducing food waste is highly important for these people: smaller packs & shelf life both
important.
An ageing population of 9.2 million over 65 years old in 2011 – up 0.9million since 2001;
Older people more engaged with local community – more likely to support local producers,
local retailers, lower food miles, and freshness.
The marketing challenge lies in the number of independent retailers – some 50,000 in the UK
including symbol groups, unaffiliated independent retailers, convenience formats of multiple
grocers, convenience forecourts and co-operatives. In this context the opportunity is to
provide point of sale materials amplifying the core marketing campaign.
This could be provided in two formats
 Printed Point of Sale materials
 A digital downloadable toolkit
Availability of the Point of Sale material would be promoted via trade media and through
distributive trade Cash & Carry stores and Wholesalers.
Rationale
In the 2010 – 2013 campaign we had major success with advertising online on supermarket
websites. This has led to some excellent increases in demand for organic products. (See
section 4.6 above). So it has proven that if you catch consumers’ attention with advertising
when they are actually in the middle of shopping, this has a positive impact on sales. The
campaign therefore needs to work in store to improve visibility of organic products in store
and to remind people that organic ranges exist.
Impact
The expected results outlined below have been calculated based on previous results from
online banner placement campaigns and cross-industry benchmarks.
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 Targeted coupons have well monitored redemption rates from retailer loyalty
programmes. Our activity should fall between redemption levels of 7-12% - for the
purposes of these calculations an expected 10% redemption has been used.
 The impact of the Point of Sale materials in independent retailers is harder to predict
due to a number of reasons including variety of store formats and customer profiles.
An estimate has been used equal to 50% as effective as comparable online banner
placements.
Multiple Retailer:
Expected sales uplift:
 (Coupons issued x expected redemption x basket spend uplift)
 142,800 x 10% x £5 = £71,400
Independent Retailer:
- Sales value of independents: £480.6m
- Proportion of stores reached 0.8%
- Activity length of 3 months
- Expected basket uplift of 5.5% (11% x 50%)
- Expected sales uplift:
 (Independent Market Value x reach (store% x timings) x % increase (50% of
online))
 £480.6m x (0.8% x 3/12) x (11%*0.5) = £52,866
TOTAL EXPECTED SALES UPLIFT = £124,266 (Uplift during campaign activity.
Additional uplift expected post campaign)
Budget spend and allocation can be reviewed each year to determine the most efficient and
effective use of budget.
Activity
Multiple retailer
Individual retailer activation
Total
132 446
36 777
169 223
Anticipated impact:
The impact of each individual Action has been detailed above where we show the impact we
expect for every Action the campaign takes. Those expected results above, and those below
have all been developed using the “SMART” method as detailed in the European Commission
handbook section 5.2.10
Section 5.10 above also shows how we will track impact and measure results throughout the
programme both quantitatively and qualitatively. In addition, we also expect to have the
following impact.
Quantitative
Overall impact on demand for organic products
Using Kantar data the campaign will track and assess sales every year to measure demand for
organic products. Currently total organic sales stand at -1%11 having risen from a deficit of 12% when the current campaign began in 2010. By the end of the campaign we would expect,
at the very least, a return to growth for the organic market.
Growth in the UK market is subject largely to distribution and availability of products through
a relatively small number of large retailers and a significant but less organised independent
10
SMART objectives are stated in the EC Handbook as: Specific, measurable, achieveable, relevant and time
bound
11
Kantar March 2013
305
sector. It is also subject to the variations in fortunes of the different product sectors that
comprise the overall market as well as the global economy.
Given the recent history and experience with the first three years of the programme we would
hope to see growth by 2017 at one of these levels:
- Good: with between 0.5 to 1.0% growth
- Significant: as between 1.0 to 2.5% growth
- Excellent: 3% growth. This level of growth will only be achieved if there is a significant
improvement in the UK’s economy. Currently the UK economy is forecast to grow by
between 0.5% and 2.4% in 2014.12 The average forecast is for growth to be 1.5% in 2014;
therefore the estimate of 3% growth is very optimistic when set against this backdrop.
On-line advertising impact
When the campaign adverts are on-line we aim to increase sales of organic products by 10%.
This data will be provided by the retailers we advertise with as they track results for every
advert that appears on their site.
Qualitative
Changing attitudes & awareness
The campaign is aiming for the impact below. This will be tracked, as per section 5.10 above
via our Monitoring and Evaluation programme.
Key measures
Wave 3 Leapfrog
Wave 4 Leapfrog
Expected impact of
Research June
Research October 2014 – 2017
2012
2012
campaign (average
across three years)
13
Recognition of
campaign amongst
London
Underground users
How likely do you
think this campaign
will be in
encouraging more
people to buy
organic food?
(London only)
Reasons for not
buying organic more
often: PRICE
Increase in
proportion of
occasional
purchasers saying
they buy “a couple
of organic products
each time I shop”
12
33%
39%
40%
81%
71%
75%
93%
87%
84%
17%
9%
20%
HM treasury, Forecasts for the UK Economy, a comparison of independent forecasts, Economic Assessment
Team, May 2013
13
Whilst these are our aims we would also point out that it is very difficult to predict the impact we will have
on people’s attitudes as we cannot foresee political or economic events or food scares that are outside our
control. However, based on experience of the past three years, this is what we would hope to achieve, if all
things continue as they currently are.
306
Objective: To measure the impact of the programme on consumer understanding of the
benefits of organic and to assess the impact, change in attitudes and effect on buying
behaviour of the different actions.
The impact of this programme will be both behavioural – measured in terms of numbers of
households buying organic, frequency of purchase, spending on organic foods - and
attitudinal - measured by consumer understanding and disposition towards the benefits of
organic foods and farming.
Attitudinal research
The purpose of the tracking research is to monitor consumer understanding of, and disposition
towards, organic food and farming in the light of the campaign. Tracking will question our
two groups who are the target audience for the campaign:
 Heavyweight purchasers, who buy organic 27+ times per year;
 Occasional purchasers, who buy organic 13-26 times per year.
Tracking research will be conducted on-line as this is the most cost effective way to reach our
audience. The sample of 1,000 people would be recruited from the Toluna panel or similar;
one of the largest and most professionally run online research access panels. All eligibility
criteria including demographics would be screened at recruitment. A separate sample would
be interviewed at each wave.
We have assumed two open ended questions (spontaneous understanding of benefits, and
spontaneous awareness of communications) so we can track awareness and understanding
over time.
Activities
 Research design
 Fieldwork
 Analysis
 Provision of full tabulations, data file, and a summary report in the form of a PowerPoint
document after each wave
 Debrief presentation and discussion of implications
Behavioural research
The primary quantitative measures will be annual sales of organic foods for 2013 – 2017 from
Kantar data as well as sales results of any on-line advertising undertaken.
Each communication channel used by the campaign will also be monitored closely by:
 Coverage of the target audience;
 Opportunities to see;
 Cost per exposure;
 Return on Investment.
Overall budget for measurement of results : EUR 35,255.
25/30
29/40
European dimension:
Cost/efficiency:
5/10
17/20
307
BUDGET BY ACTION :
€
ACTION
Year I
Year II
Year III
TOTAL
1. Creative
35 255
26 441
32 317
94 013
2. Media
266 761
266 761
266 761
800 282
3. Digital marketing and
social media
69 628
75 210
75 210
220 048
4. PR
67 572
70 509
64 634
202 715
5. Retailer activation
56 408
56 408
56 408
169 223
TOTAL
495 623
495 329
495 329
1 486 280
CO-FINANCING
EU
MEMBER STATE
PROPOSING
ORGANISATION
TOTAL
YEAR I
275 532.11
%
50
YEAR II
275 380.81
%
50
YEAR III
275 380.81
%
50
TOTAL
826 293.73
%
50
275 532.11
50
275 380.81
50
275 380.81
50
826 293.73
50
551 064.22
100
550 761.62
100
550 761.62
100
1 652 587.46
100
Remarks:
Programme eligible:
oui
General remarks:
Geographical extent of the actions:
A study has been made on London Underground users 'awareness, but why no other places
are targeted? Why are no other big cities in the United Kingdom targeted?
Goals
Provide the starting point, with reference to the level of awareness of target groups for the
products and themes covered, before the start of the programme in order to assess the
quantitative impact of the programme.
Please confirm that the proposing organisation is not a public body as stipulated in Article
1(9) of Directive 2004/18/EC.
Themes/Target groups
Are the themes to be addressed (increase understanding of the benefits of organic food and
drink and organic production method) adapted to those target groups who already buy organic
food?
Creative
The size of the EU flag and of the organic logo is small as compared to the overall size of the
visuals. Is it possible to reconsider this part of the creative so that at least the organic logo is
more prominent?
Annex 3 of the application form (programme identification sheet):
The financing plan p.20 of the annex 3 of the application form does not match with the
financing plan of the programme proposal (p.44).
308
Specific remarks:
Target groups:
The reason why this programme focuses on consumers who already buy organic is not clear.
Why not trying to reach new consumers? Did the first campaign not succeed in this specific
goal: getting new consumers go on this market? Furthermore, more details on these target
groups would be useful: number of households targeted, evolution of these numbers over the
past years and in relation with the previous campaign. Why not target opinion multipliers as it
was done during the previous campaign? Did these target groups show not to be relevant
during the previous campaign? Moreover, please give details of the awareness of the target
group after the first campaign.
As trade (action 4), retailer (action 5) and media (action 4) are also involved in the
programme, they should be mentioned in the target group.
Themes to be addressed
Please precise that "the use of the word "organic" is protected by European law so organic
food has undergone stringent checks".
Impact
According to the Annex III.C.5 of the Standard Contract, "performance of the evaluation will
be entrusted to an independent external body that is an expert in the field…"
Please confirm that this provision is respected.
Actions
Action 2:
Cross track (48 sheets): why is only London targeted, why no other big cities are targeted?
Digital display: please provide the names of the "relevant food sites" where messages will be
edited and explain the selection process of these sites.
Action 3 (social media):
How is the campaign launched on the Web? Is this campaign limited to the already existing
"fans" or a new target is aimed?
Action 4 (PR):
Section "trade", the target group is not the consumer but journalists and target groups of trade
press and business sections of national titles. This PR action seems also to target the retail
buyers. Therefore, these groups should be mentioned as "target groups".
Action 5
Please specify the geographical extent of this action: where are the shops (major retailers and
independent retailers) located? Please specify also the sell material which will be used for this
action.
Finally, as far as the website of the programme is concerned, we invite you to use the
extension .eu (please refer to the site http://www.ambitionhasanaddress.eu/en for more
information).
good
poor
yes
309
good
76/100
1/3
External consultant’s opinion: Programme à accepter sous réserve des remarques (voir
doc Ares(2013)2787034)
CONCLUSIONS:
Observation(s)
Les réponses aux questions posées ont été reçues par email du 21 août 2013
Ares(2013)2964804. Elles sont satisfaisantes.
Recommandation(s)
- To be accepted
310

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