The aim of the SUSTAINABLE EUROPEAN POULTRY promotional campaign is to promote European poultry meat, as well as the sustainability of its production methods, highlighting its commitment to achieving a more sustainable and environmentally friendly agri-food industry.
Sustainability is the key word in poultry meat production in the European Union: in fact, the European poultry sector is committed to producing more product with the use of fewer resources, improving its performance through three pillars of sustainability: Environment, Society and Economy.
Thus, three national poultry organizations representing the sector in Spain (AVIANZA), Germany (BVG) and France (CIPC), led by their European umbrella association AVEC, have joined forces to develop and carry out this ambitious promotional campaign.
As part of the Green Deal, the European poultry sector supports the Farm to Fork strategy, which strives to build a healthier and more sustainable food system. Specifically, its main objective is to ensure that European consumers have access to healthy, affordable and sustainable food; while working against global warming; protecting the environment and ensuring efficient use of natural resources. In this way, a fair economic return is achieved in the food chain; offering a diversity of product choice to consumers.
With the support of the European Commission and a series of promotional and information activities in Spain, Germany, Belgium and France, the European Poultry – Smart Choice campaign will include online and offline communication channels to spread its sustainability message, as well as the organization and management of a series of events in the 4 participating countries. Last but not least, the creation of promotional tools, such as paid advertising, promotional items and institutional videos, will aim to reach and attract as many consumers as possible.
The main objective of this communication campaign will therefore be to educate consumers, opinion leaders and European families about the sustainability of the poultry sector in Europe, spreading awareness of environmental, social and economic aspects.
The promotional program aims to reach more than 18,500,000 consumers through advertising, social media activity and events; and more than 1,000,000 people through news and press articles.
We invite you to make the smart choice, to choose European poultry meat. Sustainable and good for you and the planet.
What does the program have to offer?
-Public Relations: Press releases and press events
-Website and social networks: Website, RRSS (Facebook, Instagram, Pinterest)
-Advertising: online advertising, collaboration with influencers, television, offline advertising, print advertising.
-Communication tools: Promotional articles and institutional videos
-Events: Seminars at universities and schools, B2B events, B2C workshops, Restaurant Weeks, trade fairs, Chef at Home event.
Federica Chiarella (AVEC)
Ana Martín del Moral (ATLAS MARKETING STUDIO)
Organization: AVIANZA – Spanish Interprofessional Poultry Meat Association
Organization: CIPC – Comité Interprofessionnel du Poulet de Chair
Organization: AVEC – Association de l’aviculture, de l’industrie et du Commerce de Volaillesdans les Pays de L’UnionEuropeenne
This section will be updated as the project achieves its objectives and results.
Press kits, adapted to each language and market of the program (ES, GE, FR), will be distributed to provide journalists and media professionals with reliable information on the sector and its sustainability aspects, as well as on the scope of the program, its objectives and the main messages to be disseminated.
The objective of the press events is to bring together the main representatives of the local and international press, invited to the event where they will be given first-hand information on the sustainability of the EU poultry sector. They will also be able to go deeper into the topic through a round of personal interviews with the program representatives for the subsequent publication of the information in local news and subsequent reporting. They will also be provided with visual and photographic material for this purpose.
Press releases will be published on the program’s web page and distributed to inform about the successive stages of the project, from launching, through development, to closing with the results obtained.
Collaboration with influencers:
Today they are one of the most powerful sources of information for decision making, mainly for consumers of all ages and especially for the younger generations who look up to them as role models. Their lifestyle is followed, watched and copied by consumers, making them a great source of information for decision making, mainly for consumers of all ages and especially for the younger generations who look up to them as role models.
communication tool for our Union’s sustainability message. Collaborating with influencers (foodies, chefs, sustainability experts, climate change advocates, lifestyle influencers…) will spread and reinforce the message and enhance the visibility of the campaign. It is planned to carry out 31 collaborations with influencers per year in the target markets.
With this activity, we aim to reach more than 500,000 impressions, ensuring that the recipients of the activity are included in target groups of interest to the program.
One promotional video focused on the pillar of environmental sustainability, one on social sustainability and one on economic sustainability.
Seminars at universities and schools
Promotion in schools and universities (aimed at youth and young adults) aims to increase the awareness of the younger generation of the importance of the EU poultry sector’s contribution to overall environmental, social and economic sustainability. Therefore, the aim is for them to begin to have a positive view of the product and the sector and to start developing an interest in sustainable farming methods from an early age. These activities will consist of interactive talks by experts, including games and student participation, enhancing the values of sustainability.
Weeks in restaurants
Local consumers will have the opportunity to taste sustainable EU poultry products in restaurants in the main cities of the target countries participating in the activity.
Chef at Home
End consumers are incentivized through offline and online channels in France to participate in a contest in which they can win a “Chef at home” experience.
Eat & Style Hamburg
B2C event in Germany to bring together professionals and consumers of the sector and inform them about the characteristics and benefits of European poultry meat products.
B2B Meetings and B2C workshops
B2C and B2B events will be held in Belgium and France with the aim of increasing awareness and market share of EU poultry and informing professionals and consumers about the sustainability values of our products and production methods.