The content of this promotion campaign represents the views of the author only and is his/her sole responsibility. The European Commission and the Consumers, Health, Agriculture and Food Executive Agency (CHAFEA) do not accept any responsibility for any use that may be made of the information it contains.
Japan and South Korea.
This promotional action is therefore aimed at:
1. OPERATORs, main and direct target group, so divided:
a. trade operators: importers, distributors, retailers;
b. media operators: trade press, food & beverage, cooking, wellness, nutrition, social media / web influencer;
c. HoReCa operators: chef, food service operators.
The involvement of trade operators is essential to activate the export and distribution of promoted products. The involvement of media operators is fundamental to allow the widest dissemination of the issues of the action and to bring them to the attention both of the public sector and of consumers through the media (off and online). The involvement of HoReCa operators is fundamental to activate the interest of the catering sector towards the products promoted by the project, eliminating the “barriers” to the choice and use of these products that could derive from a lack of knowledge of their taste properties, quality and possibility of receiving stolen goods.
1a trade operators: they will be contacted through Fairs, Incoming, BtoB Meetings / Workshops, with support of material and video production, website and social media and market study (for period 1).
1b media operators: they will be contacted through Fairs, Incoming, Press Events, with support for material and video production, website and social media and market study (for period 1).
1c HoReCa operators: they will be contacted through Fairs, Courses for Chefs, with support for material and video production, website and social media and market study (for period 1).
2. CONSUMERS, indirect target group, with particular focus on adult food lovers (25-54 years), attentive to the issues of well-being, health and cuisine, of medium-high socio-economic class, living in the major metropolitan areas of both markets; this in relation to the greater potential sensitivity to the message (quality, production methods, traceability and food security) and to the objectives of the action (improving the reputation of European products), of the most consistent age groups and with the greatest spending capacity. The strategy has been adapted to the different target groups and therefore the planned activities have been specifically aimed at reaching the chosen target.
Consumers: they will be contacted by the website and social media activities and – consequently – by the publications that will arise from the activities directed at the media operators. Therefore there are both activities that have a purely informative and demonstrative purpose (press events, website, social media, materials, videos, training for cooks) and activities that will direct – directly or indirectly – operators to choose to activate commercial relationships with OPAS (fairs, BtoB meetings / workshops, incoming).
Since this program is mainly oriented to the activation of export by OPAS of its products in both target markets and since these are very similar markets (due to the maturity of the consumption of pork and by culture), it was not considered it is appropriate to choose a different promotional strategy, but rather to adapt and parameterize the promotional investment to the size of the respective markets.
It should be noted that the achievement of the economic objective will occur through a general increase in the consumption of pork in the 2 target markets and, in addition, by a tendency to prefer safe and guaranteed products.