EUROPEAN BEEF FOR ASIA

ended

This campaign is proposed by two of the most important beef association in Europe in terms of production and representativity: - PROVACUNO: The Spanish beef association representing 85% of the beef production in Spain. - ASSOCARNI: The Italian Meat association representing 53% of the beef production in Italy. Together, as a consortium, they have designed a promotional campaign aimed to increase the competitiveness and consumption of UE Beef meat in China and South Korea. China as the biggest meat importer in the world and South Korea as one of the main markets in Asia, are markets with the greatest potential in Asia for the European Beef right now. However, at the same time they are quite demanding when it comes to authorizing imports of meat products from other countries, that is why there are only few EU members states authorized to export beef meat to these two countries. Therefore, the consortium has decided to take on this great challenge in order to increase the market access of the European Beef producers in the mentioned countries, among other specific objectives. A mix of promotional and informational activities has been designed through a strategy adapted to each target country and target groups: distribution & import channel, Government figures and consumers. The activities chosen for the program have been: - Public Relations Services - Web and social media - Online advertising - Events such as seminars, Trips to Europe and participation in Trade Fairs. This plan has been structured through a total budget of EUR 2,350,768.13 and it has been divided by country as follow: EUR 1,278,897.27 in China; EUR 1,071,870.86 in South Korea.