Three years have passed since the promotional and information Savor Europe campaign commenced. For 36 months, the Organizers have consistently expanded knowledge of Turks about the European beef and its strict production norms obeyed on the territory of the European Union. How? The Organizers launched an Internet portal, conducted a series of market research on a group of consumers, and launched the information campaign in the market press. The Organizers participated in the international food fairs, they organized a study tour to Poland, and they published a paper about beef. In the second half of January, the Campaign will be officially ended.
Savor Europe Campaign is an initiative that aims at popularizing European beef in Turkey. The activities on the target market commenced at the beginning of 2015. The target group is comprised of opinion leaders and traders. For three years, the Organizers have focused on presenting the knowledge about the product and building the trading platform between European beef producers and Turkish traders. The high quality of the product, production safety, strict norms, and outstanding flavor characterize European beef. These characteristics were emphasized in the communication.
The decision to conduct a campaign in Turkey was based on positive trade experience, demand for beef, and a belief in outstanding trade potential with that country.
We were aware of the complexity of the challenge. Therefore, at the beginning, we were introducing the subject of the European beef in the media and the public opinion; we were delivering information, and expanding knowledge about this subject. We decided to use different communication channels – face-to-face meetings, food samples during the fairs, mailings to the market institutions and chambers of trade, constant contact with the media through the press office. This complex approach turned out to be the key to success and it allowed us to see the results that we expected – describes Katarzyna Oponowicz, the head of the Polish Meat Association Office, the Organizer of the Savor Europe Campaign.
The effects of the activities conducted were measured through research. In the first year of the Campaign, almost 20% of the persons surveyed heard about the European beef and almost 60% of them noticed the presence of this subject in the Turkish media. Additionally, 15% of the traders attempted to establish business relations with the EU suppliers. The research conducted in the second year of the campaign demonstrated that over 40% of the respondents noticed the more frequent presence of the campaign in the media. During the campaign, there were two discussion panels organized, a study tour to Poland, a press conference, and a series of face-to-face meetings with the representatives of the media. Over 100 Turkish guests attended these activities. The Organizers also published a book entitled “Characteristics and Development of the Beef Sector in the European Union in the Context of Trade Cooperation of These regions and the Exports Potential of the European Beef to Turkey.” 600 copies were sent to representatives of the Turkish media, trade organizations, and chambers of trade.
Positive results of the Campaign were constantly visible in the last three years. Information about abolishing customs duties by the end of December 2015 was a crowning moment of the campaign’s first year and it confirmed our communication and promotional activities in Turkey. After the study tour to Poland in the second year, we received an invitation for the Polish producers to participate in the Turkish public tender. In the recent months, we have focused on the abolishing of quotas and liberalizing the beef trade. We could not have dreamt about better effects of the Savor Europe campaign – summarized Witold Choiński, the President of the Polish Meat Association, Organizer of the Savor Europe Campaign.
Go to www.zasmakujweuropie.eu to learn about all the details about the campaign.