THE HANSEATIC LEAGUE – NETWORK OF TRUST
DURATION: 2019 – 2022
PROJECT VALUE: 2.567.192
EUR
TARGET MARKETS: Lithuania, Latvia, Estonia, Poland, Germany
EU FINANCIAL SUPPORT: 80%
PRODUCTS CONCERNED: Dairy products (including cheese), Spirits marked with a protected geographical indication (PGI) OBJECTIVES AND MAIN MESSAGES:
- Improve trust in quality of EU dairy products through increasing awareness on EU food safety and quality control systems
- Raise consumer awareness and understanding of the Union quality schemes of protected geographical indication (PGI)
ACTIONS:
- Articles and Press release
- Website and Facebook account
- TV and Internet ads
- Prints
- Seminars and events for consumers
- Stands at trade fairs – Tallinn Food Fair
- POS advertising (displays, shelf stoppers)
INFORMATION AND PROMOTION ACTIONS FOR EU ORGANIC PRODUCTS IN LITHUANIA, LATVIA, THE UNITED KINGDOM AND HUNGARY
DURATION: 2018.03.01 – 2021.02.28
PROJECT VALUE: 4.061.367 EUR
EU FINANCIAL SUPPORT: 70%
PRODUCTS CONCERNED: Organic beverages (non-alcoholic), Organic cereals/bakery, Organic fruit and vegetables, Organic dairy
OBJECTIVES AND MAIN MESSAGES:
- Improve identification of EU organic labeling through increasing recognition of EU organic logo
- Improve trust in EU organic logo through increasing awareness on EU organic labeling rules and control system
- Improve consumer understanding of value-added of EU organic products through increasing and broadening consumer awareness about content and benefits of EU organic farming
ACTIONS:
- TV and radio ads
- Articles/ Print advertising
- Facebook account
- Internet ads
- Outdoor stands
- Information campaign at points of sale: displays, tastings and info material
INFORMATION PROGRAMME FOR EU ORGANIC PRODUCTION METHOD IN CHINA AND SOUTH KOREA
DURATION: 2017.03.01 – 2020.02.29
PROJECT VALUE: 3.163.338
EUR
EU FINANCIAL SUPPORT: 80%
PRODUCT CONCERNED: Non-alcoholic organic beverages: produced from organic ingredients mixed with highest quality waters
OBJECTIVES AND MAIN MESSAGES:
- Improve identification of EU organic labeling through increasing recognition of EU organic logo
- Improve trust in EU organic logo through increasing awareness on EU organic labeling rules and control system
- Improve consumer understanding of value-added of EU organic products through increasing and broadening consumer awareness about content and benefits of EU organic farming
ACTIONS:
- Articles/ Print advertising
- Advertisement on the internet
- Webpage
- B2B
- Information campaign at points of sale: displays, tastings and info material
INFORMATION PROGRAMME FOR EUROPEAN RAPESEED OIL IN LITHUANIA AND LATVIA
DURATION: 2016.02.09 – 2019.02.08
PROJECT VALUE: 2.889.397
EUR
EU FINANCIAL SUPPORT: 70%
OBJECTIVES AND MAIN MESSAGES. Objective: To improve awareness of the characteristics of EU rapeseed oil and its use. Main messages to be communicated:
- rapeseed oil is rich in monounsaturated fatty acids
- rapeseed oil is rich in polyunsaturated fatty acids such as Omega-3 and Omega-6
- rapeseed oil made of the rapes grown in the European Union is free of GMO
- rapeseed oil is ideal for cooking because of its high burning temperature
- refined rape-oil tastes neutral
ACTIONS:
- TV and radio ads
- Press ads/articles
- Internet ads
- Facebook account and webpage
- Displays, tastings and information material at POS
- Trade fair – AGROBALT
INFORMATION PROGRAMME FOR EUROPEAN PROCESSED FRUITS AND VEGETABLES IN THE BALTIC COUNTRIES
DURATION: 2015.01.27 – 2018.01.26
PROJECT VALUE: 1.863.654 EUR
The Programme focuses on canned and juiced fruits and vegetables
The main objective of fruit and vegetable processing is to supply wholesome, safe, nutritious and acceptable food to consumers throughout the year as processing is one of the most effective ways of guaranteeing the microbiological and chemical stability of foods, protecting it from organisms that cause food to go bad (spoilage). Canned fruit and vegetables are sterilised by heating during the canning process, and can be kept on the shelf for 2 to 4 years. Fruits and vegetables packaged in glass jars, plastic tubs and flexible pouches undergo the same kind of processing. Juice is a liquid that is naturally contained in fruit and vegetables and is commonly consumed as a beverage. The benefits of processed fruit and vegetables include:
- Year round availability
- Longer shelf life
- Convenience
- Easy storage
- Easy preparation
The Programme is targeted at internal EU market, specifically, the 3 Baltic States: Lithuania, Latvia and Estonia
Programme’s strategy is based on a large scale mass-media advertising campaign, on-store information program and PR campaign targeted at higher engagement segments:
- Mass-media advertising campaign involves TV as the core information channel enabling to reach majority of the targeted public.
- Mass-media advertising campaign also involves Internet advertising to maximise and expand the points the reach (diversity and frequency)
-
On-store information program is Programme’s pro-active approach to support behavioural changes. It’s based on personal communication with consumers via tastings or consultations at the stores
- PR campaign is targeted at higher engagement level consumers. Presentation events organised for high engagement segment consumers, who seek more information with potential of becoming independent advocates of Programme messages in their influence circles.
Overall, the set of actions will enable to convey the messages of the Programme to the targeted households in all three Baltic countries resulting in improved and modernised image of processed fruit and vegetables as well as raise consumer appreciation to EU products.
INFORMATION AND PROMOTION ACTIONS FOR ORGANIC FARMING PRODUCTS IN LITHUANIA
DURATION: 2013.07.22 – 2016.07.21
PROJECT VALUE: 2.436.176 EUR 
EU FINANCIAL SUPPORT: 80%
PRODUCTS CONCERNED: Organic bakery (grain) products, Organic dairy products, Organic baby food, Organic beverages
OBJECTIVES AND MAIN MESSAGES:
- Encourage higher involvement of supply chain participants in organic products market
- Improve identification of and trust in organic labeling
- Improve consumer understanding of value-added of organic products through increasing and broadening consumer awareness about content and benefits of organic farming
ACTIONS:
- Information at points of sale (presentations, displays, audio and video advertising, presentation events)
- Public Relations (articles, info advertisement and press releases)
- Written information (leaflets, brochures, calendars)
- Audiovisual media (TV and radio ads, posters and outdoor stands, advertisement on internet)
- Long-term means (organic Info Centre, webpage)
- Participation at trade fairs and shows (Agrobalt and other)
- Information and training means (conferences, seminars)