In July, a total of four restaurants will participate in a campaign to promote the consumption of EU pork. These restaurants will showcase a variety of cuisines, including both EU and local specialties. The promotion will involve the use of advertising and marketing strategies to raise awareness about the EU origin of the pork. The venues will be appropriately decorated to create a welcoming atmosphere, and special menus will be designed to highlight the EU pork used in the dishes.
To amplify the promotion, key opinion leaders (KOLs) and media influencers will be engaged to support and endorse the campaign. Their influence will help reach a wider audience and generate interest in consuming EU pork. As part of the promotional activities, an opening day event will be organized at one of the selected restaurants. This event will feature a special meal where 40 chosen participants, including consumers, KOLs, media representatives, and authorities, will gather to experience the flavours of EU pork firsthand.
It is worth noting that Chinese consumers often lack awareness regarding the origin of the pork they consume. The primary objective of this campaign is to inform and familiarize consumers with the EU origin of the pork. By doing so, the campaign aims to promote the consumption of high-end cuts and products derived from EU pork. Additionally, the campaign seeks to establish a connection between consumers and various media tools through online-to-offline (O2O) integration. These media tools will be used for follow-up purposes, ensuring continued engagement and communication with the consumers.