European Pork. Excellence from Farm to Fork
Our work
EIBENS and the promotion of European Pork in China: A MULTI Campaign Success Story
EIBENS successfully implemented the communication campaign ‘European Pork. Excellence from Farm to Fork’ in China from 2020 to 2022. This MULTI campaign was a collaborative effort by INTERPORC and Agrupalto, co-funded by the European Research Executive Agency (REA). The campaign targeted professionals, including as importers, distributors, retailers, Chefs, HoReCa, Media and Key Opinion Leaders (KOL) and as well as middle-class and affluent consumers aged 20-50 in urban areas in a large number of cities in China
Key objectives:
- The campaign aimed to boost awareness on advantages of the European production system in the Chinese market, emphasizing quality, safety, and traceability.
- It also aimed to increase the market share of EU pork in China
Key facts:
- 40+ events including participation in CIIE tradeshows in all years of the campaign, technical seminars, tasting events, national cooking contests HoReCa promotions, billboard promotions, EU Pork masterclasses, ham carving training, and an open day consumer event across various cities
- Seven e-commerce promotions executed with five different platforms (Chunbo, Benlai, Epermarket, Western Food Paradise and Daily Needs)
- Media content creation and continued PR activities
We speak in numbers…
PLATFORMS
0
IMPRESSIONS
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0
m
FOLLOWERS
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0
k
INTERACTIONS
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0
k
… and through actions
