20110414 Def Nl Gfb M.Slagmoolen Profel Verwerkte Groente 2010 2013

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  • 1.
    • April 2011
    • Marja Slagmoolen
    European programme for the generic promotion of processed vegetables Unilet, VLAM,FruitVegetables Agency Holland

2. European programme for the generic promotion of processed vegetables

  • Agenda
  • - Introduction
  • Review previous campaign 2006 2009
  • Campaign medio 2010 -medio 2013

3. European programme for the generic promotion of processed vegetables

  • Introduction
  • Vegetables consumption does not reach
  • international recommendations.
  • Processed vegetablesmake it easier to eat more
  • vegetables.
  • - But: processed vegetableshave an image problem.
  • In 2005 UNILET, VLAM, FruitVegetables Agency joined forces and requested the EU for support.

4. European programme for the generic promotion of processed vegetables

  • Review previous campaign 2006 2009

5. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Marketing objective
  • Increase consumption of processed vegetables
  • Communications objective
  • To 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

6. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Message
  • Processed vegetables make it easier to meet the public health recommendation of vegetables a day

7. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Target groups
  • Primary:
  • health professionals, press, teachers, catering
  • Secundary:
  • consumers (households with children)

8. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Total campaign budget: 6 mln (incl 50% EU)
  • Belgium 360.000
  • France 4.860.000
  • Netherland 780.000

9. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Actions
  • Toolbox*: shared components like tagline, logo, recipes, website, content, information materials,
  • press dossier, patient leaflet.
  • Actions France (congress, print campaign, teacher materials, banners, TV commercials)
  • Actions The Netherlands (short video, print banners, insert leaflet, press releases, newsletter)
  • Actions Belgium (catering activities, inserts magazines, consumer leaflet)
  • * Countries choose the materials they like to adopt nationally

10. 11. European programme for the generic promotion of processed vegetables

  • Campaign 2006-2009
  • Results overall
  • The message on the nutritional qualities of processed vegetables, the mean axis of the first programm is starting to emerge.

12. European programme for the generic promotion of processed vegetables Campaign 2006-2009 Results overall In France, consumption of processed vegetables increased by almost 3% between 2006-2008.This growth continued in 2009. 13. European programme for the generic promotion of processed vegetables Campaign 2006-2009 LearningsA 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 campaignstarting points). 14. European programme for the generic promotion of processed vegetables Campaign medio 2010- medio 2013 15. European programme for the generic promotion of processed vegetables

  • Campaignmedio 2010- medio2013
  • Marketing objective
  • Increase in consumption of processed vegetables (small growth in a stagnating market) per capita:
  • France:
    • f rozen 4.5 kg in 2013 / canned 10.8 kg in 2013
  • The Netherlands:
    • f rozen 2.1 kg in 2013 / canned/glass 4.6 kg in 2013
  • Belgium:
    • f rozen 4.5 kg in 2013 / canned 6.0 kg in 2013

16. European programme for the generic promotion of processed vegetables Campaign medio 2010- medio 2013 Communications objective Improve 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. 17. European programme for the generic promotion of processed vegetables

  • Campaign medio 2010- medio 2013
  • Target groups
  • Primary:
  • consumers (households with children)
  • Secundary:
  • health professionals, press

18. European programme for the generic promotion of processed vegetables

  • Campaign medio 2010- medio 2013
  • Strategy
  • endorsing the perception that all vegetables are healthy
  • convincing that its easy to eat more vegetables
  • informing that cooking with processed vegetables can be just as tasty as cooking with fresh
  • c reating a positive circle of influence around consumers, byinforming influencers, in order to deliver the campaign message to their clients.

19. European programme for the generic promotion of processed vegetables

  • Campaign medio 2010- medio 2013
  • Total campaign budget: 7.3 mln (incl 50% EU)
  • Belgium 564.000
  • France 6.000.000
  • Netherlands 780.000

20. European programme for the generic promotion of processed vegetables

  • Campaign 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

21. European programme for the generic promotion of processed vegetables

  • Campaign medio 2010-medio 2013
  • Actions year 1
  • Lot 1 Toolbox (international)
  • Action 1:
  • - modernised and updated the graphic guidelines
  • - common tagline, recipes, pictures

22. European programme for the generic promotion of processed vegetables

  • Campaign medio 2010- medio 2013

23. European programme for the generic promotion of processed vegetables

  • Campaign 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

24. European programme for the generic promotion of processed vegetables 25. European programme for the generic promotion of processed vegetables Online banners 26. European programme for the generic promotion of processed vegetables Online banners 27. European programme for the generic promotion of processed vegetables Ad NL 28. Floor sticker NL 29. European programme for the generic promotion of processed vegetables Campaign medio 2010-medio 2013 TV France/Belgium http://www.unilet.fr/pub.php?recordID=17 http://www.unilet.fr/pub.php?recordID=18 30. European programme for the generic promotion of processed vegetables

  • Campaign 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

31. European programme for the generic promotion of processed vegetables Campaign medio 2010-medio 2013 Actions year 1 Evaluation 32. European programme for the generic promotion of processed vegetables Challenge ... 33. European programme for the generic promotion of processed vegetables Campaign medio 2010- medio 2013 Thank you for your attention. 34.