Bread from Europe A great story · 17-4-2018 DE EUROPESE UNIE STEUNT CAMPAGNES VOOR DE PROMOTIE...

17-4-2018 1 DE EUROPESE UNIE STEUNT CAMPAGNES VOOR DE PROMOTIE VAN HOOGWAARDIGE LANDBOUWPRODUCTEN.

CAMPAGNE GEFINANCIERD MET STEUN VAN DE EUROPESE UNIE

Bread from Europe – A great story De samensteller van deze presentatie is als enige aansprakelijk voor de inhoud ervan. De Europese

Commissie is niet aansprakelijk voor het eventuele gebruik van de vermelde informatie.





Content

• Bread from Europe – A Great Story • EU funding – what does it mean • Initiators and funders • Objective and strategy • Activities • Organisation • Reporting and evaluation

Zsuzsan Proos (Dutch Bakery Center, Netherlands)





Background

The image of bread has been under pressure since the past 10-12 years due to several reasons. Also, the

consumption patterns of consumers have been changed drastically.

The result is a decrease in bread volume in both the

Nederland and Belgium.

With powerful and ‘right tone of voice’ communication we can act against this negative trend and give a positive

‘boost’to the image and volume of bread.





In 2015 the European Commission has announced that the regulation ‘call for promotions of agricultural products’ ENJOY, it’s from EUROPE

will also co-finance processed agricultural products as BREAD

New opportunity





Belgium and Netherland join forces

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjQ0be7vfvYAhXN0qQKHRrEDQwQjRwIBw&url=http://www.defrietwagen.nl/standaard-menu&psig=AOvVaw0RYfYyZfD7-_IVtVSE93aT&ust=1517257137139094





Unique and broad coalition






• Second proposal submitted

(2018 – 2020) • 5x over signed! • Approved!

Two countries, one campaign

• First proposal submitted (2017 – 2019) • 8x over signed! • Rejection

6,76 Million – 3 years






The analysis…..

• A tsunami of health claims brings people into doubt. Also about bread Is it healthy? Does it make me fat? What is in bread exactly? • Result: people start looking for alternatives • Result: people are less convinced bread is healthy

• There is an enormous increase in alternatives for bread on the market:

muesli's, cruesli's, granola's, wafels, puddings, biscuits, yoghurts, shakes, nuts, seeds, fruits, quinoa's, salads etc.

• Result: it gets easier to go beyond bread!





The analysis…..

• Business issue: in order to stop the decrease in bread consumption we have to make sure bread stays part of our daily diet.

• We need to popularise bread!





Quantification of objective…..

1.600.000 1.550.000 1.500.000 1.450.000 1.400.000 1.350.000 1.300.000 1.250.000 1.200.000 1.150.000

X 1.000 ton 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Stabilize total bread volume in NL and BE at 1.271.065 mln ton in 2020

(Inhome and out-of-home)

CAMPAIGN





One budget, three markets

• One international campaign, flexible enough to apply in three markets

• Flanders, Wallonia, Netherlands

• It means we need to look for similar bread values in the 3 markets





Bread from Europe – A great Story

• Creative approach: Ode to bread

– We have forgotten about bread

– How tasty, nutritious and versatile

– Part of our culture

– First thing we give our child to eat

– All times during the day





Broad target group

LIFECYCLES

PENSIONERS SINGLES HOUSEHOLDS 2 P. HOUSEH.

low/high income low/high income < 40 years / 40-65 one / double income

COMMMUNICATION TARGET GROUP

fans neutrals neutrals In doubt

FOOD PROFESSIONALS (AMBASSADEURS)

Based on GfK Lifecycles (consumer profiles)





ACTIVITY PLAN 2018 NETHERLANDS

2018

Nat. Schoolontbijt 5 t/m 9 november

Stations (tastings) 9 t/m 20 april

< Winkels (tastings) >

Persbericht camp. Medio maart

2.800 basisscholen

Persbericht camp. Medio dec.

< Artikelen vakbladen > (food en vakbladen)

April Juni Sept. Nov.

< TV Spots (280) > (1 spot: 30 seconde)

Maart/April Sept. / Okt.

Online video (5 verschillende videos) >>>

Scientific Advertorial Medio maart

Scientific Meeting Medio mei

Scientific Advertorial Medio juni

Scientific Advertorial Medio okt.

PR

OFE

SS.

CO

NS.

< Radio /meet and greet > (30 meet and greets)

Mei/Juni Nov.

Nijmeegse Vierdaagse 17 t/m 20 juli

52 article posts / 55 Facebook posts / 39 Instagram posts >>>

Actiewebsite (1 versie) met korte teksten en verwijzing naar bestaande websites / Bestaande websites

Maart t/m Juni Sept. t/m Dec.





ACTIVITY PLAN 2018 BELGIUM

2018

< Winkels (tastings) >

Persbericht camp. Medio maart

< Artikelen vakbladen > (food en vakbladen)

April Juni Sept. Nov.

< Radio Spots (330) > (2 spots: 25 seconde)

Maart t/m Juni Juli/Aug.

Online video (5 verschillende videos) >>>

PR

OFE

SS.

CO

NS.

26 article posts / 29 Facebook posts / 19 Instagram posts >>>

Actiewebsite (2 versies) met korte teksten en verwijzing naar bestaande websites / Bestaande websites

Sept. t/m Dec.

Scientific Article

Fit to School Day Persbericht camp.

Medio dec.

Scientific Meeting Medio mei

Scientific press release/Scientific adv.



Maart t/m Juni





DE EUROPESE UNIE STEUNT CAMPAGNES VOOR DE PROMOTIE VAN HOOGWAARDIGE LANDBOUWPRODUCTEN.




WP 2: Public Relations

• Press releases • PR stunt (media visit) • TV item ‘Koffietijd’ (with famous baker • Item WNL (Peter Bienefelt)

https://youtu.be/i12NIeG9QcA https://youtu.be/lOCuKUnuF7c Filmpje Zeelandia: https://youtu.be/KkuRJyvXaUQ

https://youtu.be/KkuRJyvXaUQ













WP 2: Public Relations

• Press release Belgium • PR stunt (visit media with dietician)









WP 2: Public Relations Mediabereik WP2 en WP8

Nederland

Medium Artikel Datum Bereik Soort bereik

TV: Max - Tijd voor Max interview Bart Chabot 04-04-2018 831.000 Kijkcijfers

TV: WNL - Goede morgen Nederland Start campagne WNL 26-03-2018 - tussen 7-8 uur 202.000 Kijkcijfers

TV: WNL - Goede morgen Nederland Start campagne WNL 26-03-2018 - tussen 8-9 uur 223.000 Kijkcijfers

TV: RTL4 - Koffietijd Aandacht campagne met Peter Bienefelt 03-04-2018 232.000 Kijkcijfers

Facebook Brood.net Aandacht campagne met Peter Bienefelt 03-04-2018 t/m 04-04-2018 651.768 Bereik op Facebook

Facebook Brood.net Online video Volksode 27-03-2018 t/m 28-03-2018 171.892 Bereik op Facebook

Facebook Brood.net Online video mediapark Hilversum 26-03-2018 t/m 27-03-2018 120.752 Bereik op Facebook

Food Holland Start campagne 26-03-2018 nnb

Diversen bakkerijsector Start campagne 26-03-2018 nnb

Print artikelen - nog in afwachting

2.432.412

België

BELGA Seuls 17 des Beiges consomment la quantité recommandée 26-03-2018 nnb

BELGA Slechts 17 procent van de Belgen eet voldoende brood 26-03-2018 nnb

NederBelgisch Magazine EU financiert brood campagne 26-03-2018 10.000 Oplage

nl.metrotime.be Slechts 17 procent van de Belgen eet voldoende brood 26-03-2018 15.000 Bereik website

weekend.levif.be Pain: seuls 17% des Belges en consomment la quantité 26-03-2018 32.873 Bereik website

www.agripress.be Les belges sous-estiment l’importance du pain 26-03-2018 3.400 Bereik website

www.gva.be Eet jij wel genoeg brood? (waarschijnlijk niet) 26-03-2018 233.071 Bereik website

ww.hbvl.be Eet jij wel genoeg brood? (waarschijnlijk niet) 26-03-2018 61.976 Bereik website

www.nieuwsblad.be Eet jij wel genoeg brood? (waarschijnlijk niet) 26-03-2018 164.968 Bereik website

www.skynet.be/nl Slechts 17 procent van de Belgen eet voldoende brood 26-03-2018 124.451 Bereik website

www.sudinfo.be Seuls 17% des Belges consomment la quantité recommandée de pain 26-03-2018 251.384 Bereik website

www.vmtfood.be Belgen onderschatten het belang van brood 26-03-2018 1.000 Bereik website

La Dernière Heure Seuls 17 des Belges consomment 27-03-2018 53.452 Oplage

Bakery (fr) LE SECTEUR DE LA BOULANGERIE MET FIN 01-03-2018 6.000 Oplage

Bakery (nl) BAKKERIJBRANCHE ROEPT DALENDE 01-03-2018 6.000 Oplage

parismatch.be Les Belges mangent moins de viande et trop peu de pain 27-03-2018 1.000 Bereik website

La Capitale Seuls 17 des Belges mangent assez de pain 28-03-2018 8.200 Oplage

www.vilt.be Belgen onderschatten het belang van brood 30-03-2018 1.333 Bereik website

Facebook B&G Facebookpost video start campagne 06-04-2018 t/m 08-04-2018 192.956 Bereik op Facebook

Facebook P&S Facebookpost video start campagne 09-04-2018 t/m --- (lopende) 148.965 Bereik op Facebook

1.316.029









WP 3: Website/Social Media/SEA

• Websites 4 versions (Ned./Vlaams/Waals/Engels) • Calendar: Artikle ‘posts’ • Factsheet NL and BE • Eudownload pages (Ned./Vlaams/Waals)









WP 3: Website/Social Media/SEA









WP 4: Televisie (NL) /Radio (B) / Online Video (NL)

• TVC (NL) and online boosting • Radio spot Flemish and Wallonia (B) • 4 Online video’s (Nico Dijkshoorn / Bart Chabot / Jack

Poels / Sef) • Photography

Diverse onderdelen









WP 4: Television (NL)

• TVC NL • Kalender: Artikelen ‘posts’ • Factsheet • EUdownloadpagina’s (Ned./Vlaams/Waals)









WP 4: Television (NL) and boosting









WP 4: Radio (B)

• Radiospot Flemish and Wallonian (B)

Diverse onderdelen









WP 4: Photography

Diverse onderdelen (Beelden Nederland)









WP 4: Photography

Stills (uit TVC)









WP 4: Photography

Diverse onderdelen (Beelden Belgie)









WP 5/6: Professionals (scientific)

Wat: • Round Table Conversation about the "Health values of

Cereals and Bread" on 7 June 2018 • 5-10 wetenschappers BE / NL bij elkaar • Result: scientific report, 3 advertorials in professional

magazine, program 2 dietician conferences 2019 (Belgium and Nederland)

Organiserend Comite: • Professor Jan Delcour, Professor and Head of the Laboratory, KU Leuven, Belgium • Emeritus Professor Fred Brouns, Health Food Innovation, University Maastricht Netherlands. • Kathou Wagemans, Secretary General Institute Bread and Health, Brussels, Belgium • Flip van Straaten, Director of the Dutch Bakery Centre, Wageningen, Netherlands • Zsuzsan Proos, nutrition specialist and campaign leader “Bread from Europe”, Dutch Bakery Center, Wageningen, Netherlands • Lut van Lierde, dietician and founder of Sensitive Nutrition©, Belgium









WP 5/6: Professionals (scientific)

Thema’s • Fibre and whole grain: • Physiological effects of whole grain • Carbohydrate • Translation of food science to market

Wetenschappers (10-12) • Jan Delcour • Fred Brouns • Frans Kok • Stefan Henauw • ………….









WP 6: Events









WP 6: Events – POS materials

Ach

ters

che

rm

Pro

du

ct F

lye

r

Only stations

Stations

2 persons 6:00 – 11:00 uur reach: 24.000 travelers from which 3.000 get a bun Nutritious/easy









WP 6: Events – POS materials R

ece

pte

n F

lye

r

Stations









WP 6: Events – POS materials EU

Fly

er









WP 7: Tastings

• NL: instore at supermarkets / in small bakeries - 300 supermarkets wk 17 t/m 18: 100

wk 38 t/m 43: 200

- 50 small bakeries

• B: near store - 150 tastings (fairs, markets, schools)

Tastings









WP 7: Tastings

Tastings Netherlands

Specific recipe • Smell • Bread central • Modern use of bread

Insp

irat

ieo

n









WP 7: Tastings

Tastings (demo stand NL)





WP 7: Tastings

Tastings Belgium

• Markets, schools, stations, attraction park

• Braderie, book fairs, other fairs, Baloise Belgium Tour, etc.









WP 7: Tastings

Tastings (bread sacks)

• Only for BE market; • Printing bread sacks • Like and win action via social media









WP 9: Evaluation of Results

Evaluation of Results

• Pitched an agency • Had a kick-off also with media and strategy agency • 0-measurement ready, report coming week(s) • GfK data 2017 this week









Project finance

• Total campaign budget: 6,75 million.

• 20% private, 80% EU subsidy

• 3 year program, so 2,25 million/year

• At least 1,0 million per year media budget





Thanks for your attention

Start campaign March 26th:

Breadfrom europe.eu

Brood.goedverhaal.nl

Brood.eengoedverhaal.be

Pain.unebonnehistoire.be





Thanks for your attention

Questions:

Kathou Wagemans (BE)

[email protected]

Zsuzsan Proos (NL)

[email protected]

Bread from Europe A great story · 17-4-2018 DE EUROPESE UNIE STEUNT CAMPAGNES VOOR DE PROMOTIE...

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