Multi-country EU fresh potatoes

ongoing

This programme concerns an information and promotion campaign for fresh potatoes in Flanders, France and Ireland. With this continuation campaign of Potatoes, prepare to be surprised – Europe’s favourite since 1536 (GA 874863), we want to stimulate the consumption of fresh potatoes among our target group of 18-34 year old consumers (millennials). We also expect an informative return of the campaign, i.e. raise awareness among our target group about the place of fresh potatoes in a contemporary lifestyle (versatility of potatoes) and about the healthy and sustainable benefits of fresh potatoes. We believe that by inspiring millennials with versatile potato recipes and providing them with trustworthy and honest information, we can reach these objectives. Our target group will be reached via a multi-channel media approach, which is reflected in our communication strategy. Through a mix of native advertising (both online and print), a social media mix on different platforms (Facebook, Instagram, Pinterest, TikTok) and online video, our target group will be exposed to our campaign. We will use the European key message ‘Europe’s favourite since 1536’ in all communication. This proposal fits the specific objectives and aims set in the legal base and addresses the chosen thematic priority of the call, i.e. Topic AGRIP-MULTI-2022-IM to highlight the specific features of agricultural methods in the Union and the characteristics of EU agri-food products, particularly European fresh potatoes (subheading 0701 of the Combined Nomenclature). The relevant aspects are translated into the programme strategy, activities and messages.