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April 2011
Marja Slagmoolen
European programme for the generic promotion of processed vegetables
Unilet, VLAM, FruitVegetables Agency Holland
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European programme for the generic promotion of processed vegetables
Agenda
- Introduction- Review previous campaign 2006 – 2009- Campaign medio 2010 - medio 2013
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European programme for the generic promotion of processed vegetables
Introduction
- Vegetables consumption does not reach international recommendations.- Processed vegetables make it easier to eat more vegetables.- But: processed vegetables have an image problem.
In 2005 UNILET, VLAM, FruitVegetables Agency joined forces and requested the EU for support.
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European programme for the generic promotion of processed vegetables
Review previous campaign 2006 – 2009
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Marketing objectiveIncrease consumption of processed vegetables
Communications objectiveTo prove the equivalence between the nutrional qualities of fresh and processed vegetables. Processed vegetables make it easier to meet the public health recommendation of vegetables a day
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
MessageProcessed vegetables make it easier to meet the public health recommendation of vegetables a day
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Target groups
Primary: health professionals, press, teachers, catering
Secundary: consumers (households with children)
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Total campaign budget: € 6 mln (incl 50% EU)Belgium € 360.000France € 4.860.000Netherland € 780.000
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Actions4.Toolbox*: shared components like tagline, logo, recipes, website, content, information materials,
press dossier, patient leaflet.6.Actions France (congress, print campaign, teacher materials, banners, TV commercials) 7.Actions The Netherlands (short video, print banners, insert leaflet, press releases, newsletter)8.Actions Belgium (catering activities, inserts magazines, consumer leaflet)* Countries choose the materials they like to adopt nationally
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Results overall
The message on the nutritional qualities of processed vegetables, the mean axis of the first programm is starting to emerge.
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Results overall
In France, consumption of processed vegetables increased by almost 3% between 2006-2008.This growth continued in 2009.
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European programme for the generic promotion of processed vegetablesCampaign 2006-2009
Learnings A big step has been made towards encouraging health professionals to be more positive and more active in recommending processed vegetables. It is time to maintain this level of positive thinking and to encourage consumers.
To deal with national (eating)habits is not always easy: there must be room for national actions (based on the campaign starting points).
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European programme for the generic promotion of processed vegetables
Campaign medio 2010- medio 2013
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio2013
Marketing objective Increase in consumption of processed vegetables (small growth in a stagnating market) per capita:
France: frozen 4.5 kg in 2013 / canned 10.8 kg in 2013
The Netherlands: frozen 2.1 kg in 2013 / canned/glass 4.6 kg in 2013
Belgium: frozen 4.5 kg in 2013 / canned 6.0 kg in 2013
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Communications objectiveImprove the overall image of canned and frozen vegetables so they are perceived as the tasty, healthy alternative to reach the daily recommended amount of vegetables which is part of a healthy diet.
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Target groups
Primary:consumers (households with children)
Secundary: health professionals, press
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Strategy−endorsing the perception that all vegetables are healthy−convincing that it’s easy to eat more vegetables−informing that cooking with processed vegetables can be just as tasty as cooking with fresh−creating a positive circle of influence around consumers, by informing influencers, in order to deliver the campaign message to their clients.
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Total campaign budget: € 7.3 mln (incl 50% EU)Belgium € 564.000France € 6.000.000Netherlands € 780.000
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European programme for the generic promotion of processed vegetablesCampaign medio 2010-medio 2013
Actions year 1- Lot 1 Toolbox (international)*
- Lot 2 France
- Lot 3 Netherlands
- Lot 4 Belgium
* Not all actions will be implemented in each of the 3 countries
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European programme for the generic promotion of processed vegetablesCampaign medio 2010-medio 2013
Actions year 1- Lot 1 Toolbox (international)
Action 1:- modernised and updated the graphic guidelines- common tagline, recipes, pictures
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Actions year 1−Lot 1 Toolbox (international)
Action 2:Web (tools): −menu device (help consumers to find recipes and plan a balanced menu) −web pro (not yet ready)−banners
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European programme for the generic promotion of processed vegetables
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European programme for the generic promotion of processed vegetablesOnline banners
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European programme for the generic promotion of processed vegetablesOnline banners
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European programme for the generic promotion of processed vegetablesAd NL
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Floor sticker NL
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European programme for the generic promotion of processed vegetablesCampaign medio 2010-medio 2013
TV France/Belgium
http://www.unilet.fr/pub.php?recordID=17
http://www.unilet.fr/pub.php?recordID=18
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European programme for the generic promotion of processed vegetablesCampaign medio 2010-medio 2013
Actions year 1- Lot 1 Toolbox (international)
Action 4*:Printed newsletter for health profs, waiting room poster, theme brochures (all in progress, launched in May)Congresses, press releases.
* Not all countries inplement all
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European programme for the generic promotion of processed vegetablesCampaign medio 2010-medio 2013
Actions year 1
Evaluation
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European programme for the generic promotion of processed vegetables
Challenge ...
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European programme for the generic promotion of processed vegetablesCampaign medio 2010- medio 2013
Thank you for your attention.