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

April 2011

Marja Slagmoolen

European programme for the generic promotion of processed vegetables

Unilet, VLAM, FruitVegetables Agency Holland

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Agenda

- Introduction- Review previous campaign 2006 – 2009- Campaign medio 2010 - medio 2013

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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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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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MessageProcessed vegetables make it easier to meet the public health recommendation of vegetables a day

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Target groups

Primary: health professionals, press, teachers, catering

Secundary: consumers (households with children)

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Total campaign budget: € 6 mln (incl 50% EU)Belgium € 360.000France € 4.860.000Netherland € 780.000

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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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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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Results overall

In France, consumption of processed vegetables increased by almost 3% between 2006-2008.This growth continued in 2009.

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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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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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Target groups

Primary:consumers (households with children)

Secundary: health professionals, press

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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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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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Actions year 1- Lot 1 Toolbox (international)

Action 1:- modernised and updated the graphic guidelines- common tagline, recipes, pictures

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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 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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TV France/Belgium

http://www.unilet.fr/pub.php?recordID=17




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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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Actions year 1

Evaluation

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Challenge ...

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Thank you for your attention.