PDO & PGI European multi-country campaign — Communication

CNIEL (Centre national interprofessionnel de l'economie laitière)

Target:
— Priority target: shoppers aged between 25 and 49 years old
— Secondary target: retailers (mass market retailing, cheese shops)
European multi-country campaign dedicated to EU PDO & PGI logos and associated dairy products. A Dutch dairy PGIs and French dairy PDOs programme run under EMF and targeting 3 countries: the Netherlands, Germany and France
Duration in months: 24
Keywords: PDO, PGI, cheese, butter, cream, awareness, EU quality schemes, meaning, consumption, France, Germany, the Netherlands
Context: The EU barometer study n°440 (January 2016) proved that EU consumers still have very low awareness levels on EU PDO and PGI labels and an even worse understanding of what these quality schemes mean. As a result, these labels cannot fulfil their role as a strategic marker for consumers as they make their purchasing choices. This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for Dutch dairy PGIs and French dairy PDOs.

Date limite

Le délai de réception des offres était de 2017-12-22. L'appel d'offres a été publié le 2017-11-09.

Qui ?

• CNIEL (Centre national interprofessionnel de l'economie laitière)

Qu'est-ce que c'est ?

Où ?

• Deutschland
• France
• Nederland

Historique des marchés publics

Date	Document
2017-11-09	Avis de marché

Avis de marché (2017-11-09)
Objet
Champ d'application du marché
Titre: Produits laitiers
Brève description:

Target: — Priority target: shoppers aged between 25 and 49 years old — Secondary target: retailers (mass market retailing, cheese shops) European multi-country campaign dedicated to EU PDO & PGI logos and associated dairy products. A Dutch dairy PGIs and French dairy PDOs programme run under EMF and targeting 3 countries: the Netherlands, Germany and France Duration in months: 24 Keywords: PDO, PGI, cheese, butter, cream, awareness, EU quality schemes, meaning, consumption, France, Germany, the Netherlands Context: The EU barometer study n°440 (January 2016) proved that EU consumers still have very low awareness levels on EU PDO and PGI labels and an even worse understanding of what these quality schemes mean. As a result, these labels cannot fulfil their role as a strategic marker for consumers as they make their purchasing choices. This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for Dutch dairy PGIs and French dairy PDOs.

Métadonnées de l'avis
Langue originale: anglais 🗣️
Type de document: Avis de marché
Nature du marché: Services
Réglementation: Union européenne, avec participation des pays de l'AMP
Vocabulaire commun pour les marchés publics (CPV)
Code: Produits laitiers 📦
Code CPV supplémentaire: Fromages 📦
Lieu d'exécution
Région NUTS: Deutschland 🏙️

Procédure
Type de procédure: Procédure ouverte
Type de soumission: Soumission pour tous les lots
Critères d'attribution
Offre la plus économique

Pouvoir adjudicateur
Identité
Pays: France 🇫🇷
Type de pouvoir adjudicateur: Organisme de droit public
Nom du pouvoir adjudicateur: CNIEL (Centre National Interprofessionnel de l'Economie Laitière)
Adresse postale: 42 rue de Chateaudun
Code postal: 75314
Commune postale: Paris Cedex 09
Contact
Adresse Internet: https://www.fromages-aop.com 🌏
Courrier électronique: jdecastro@cniel.com 📧
URL des documents: https://www.fromages-aop.com 🌏

Référence
Dates
Date d'envoi: 2017-11-09 📅
Date limite de soumission: 2017-12-22 📅
Date de publication: 2017-11-11 📅
Identifiants
Numéro d'avis: 2017/S 217-451472
Numéro JO-S: 217
Informations complémentaires
Current Communication tools and signature to be find on: www.fromages-aop.com

Objet
Champ d'application du marché
Brève description:

Target:

— Priority target: shoppers aged between 25 and 49 years old

— Secondary target: retailers (mass market retailing, cheese shops)

European multi-country campaign dedicated to EU PDO & PGI logos and associated dairy products. A Dutch dairy PGIs and French dairy PDOs programme run under EMF and targeting 3 countries: the Netherlands, Germany and France

Duration in months: 24

Keywords: PDO, PGI, cheese, butter, cream, awareness, EU quality schemes, meaning, consumption, France, Germany, the Netherlands

Context: The EU barometer study n°440 (January 2016) proved that EU consumers still have very low awareness levels on EU PDO and PGI labels and an even worse understanding of what these quality schemes mean. As a result, these labels cannot fulfil their role as a strategic marker for consumers as they make their purchasing choices. This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for Dutch dairy PGIs and French dairy PDOs.

Valeur totale estimée: 3 322 133 EUR 💰
Brève description:

This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for Dutch dairy PGIs

and French dairy PDOs and aims to:

a. Increase PDO/PGI logo awareness

b. Increase consumers' understanding of the logos' meaning

c. Enhance the consumption of PDO/PGI dairy products

The strategy consists in balanced push and pull activities finely tuned in order to reach the objectives of the

programme. The information according the quality EU scheme will be done using examples of the original,

traditional, ‘terroir’ French and Dutch excellent dairy products. The ‘pull’ information about the PDO and PGI

will be rolled out by communication instruments with a large reach, such as TV (France), online and media. The

pull information has been chosen to contribute to objective a and b ‘Increasing PDO and PGI logos' recognition

rate’ and ‘meaning for consumers’. The ‘push’ will be given by activation instruments such as consumer flyers, on pack leaflets and in and near store activations (including retailer magazines). It will contribute directly to objective c ‘Enhancing the

consumption of PDO/PGI dairy products’.

The retail activations (print, tastings, displays and on-pack), flyers and social media are the linking pin between

the education of the EU quality schemes and its symbols and the PDO-PGI dairy products (‘take a look what's

behind the logo!’).

These activities will be enhanced by free publicity (a press event in year 1 in all target countries and continuous

press information) and in France every year by a big consumer ‘tasting event’.

Services expected:

Creation of communication tools (leaflet, on pack sickers, logo stickers,...)

Video production and adaptation: 2 TV format and 6 online format

Creation, photo buying and fees enclosed

Press information editorial, mailing and continuous PR activities in Germany and France

Common press event in 3 countries

Cheese delivery and press event (tasting) in Germany and France

For all countries: adapt the existing websites to the new campaign concept*, unify and update programming for

a more dynamic look content and interactive site. And work on the technical specificities for a better SEO.

In France and Germany: work on uploading and updating content and price contest. Development of content on

all websites.

For each country: establishing one Facebook** account about PGI / PDO reaching the target group.

Maintain traffic and Facebook attractiveness with a performing commitment rate by continual posting plan,

community management.

In France: creation and activation of online games

Event: Three-day annual event in France each year

On pack/near store promotion*:

Postal mailing for retailer, kit trade and operation in store display.

Generic POS material — support for generic in-store presentation of EU labels: online learning tool to educate staff, generic info material, promotion kit.

*Work with the creation agency on communication tools for adaptations and printings

**Facebook ads budget are engaged for each country.

Durée de l'accord: 24 mois
Nom du projet ou programme financé par l’UE: Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22.10.2014.
Informations complémentaires: Current Communication tools and signature to be find on: www.fromages-aop.com

Procédure
Heure limite de réception des offres: 12:00
Langues dans lesquelles les offres ou les demandes de participation peuvent être présentées: anglais 🗣️
Date d'ouverture des offres: 2018-01-04 📅
Heure d'ouverture des offres: 09:00

Pouvoir adjudicateur
Identité
Nom du pouvoir adjudicateur: NZO (De Nederlandse Zuivel Organisatie)
Adresse postale: Benoordenhoutseweg 46
Commune postale: Den Haag
Code postal: 2596 BC
Pays: Pays-Bas 🇳🇱
Contact
Courrier électronique: schildkamp@nzo.nl 📧
Adresse Internet: https://www.nzo.nl/nl/ 🌏
URL des documents: https://www.fromages-aop.com 🌏

Référence
Informations complémentaires

The contract is related to a project and/or programme financed by European Union funds according to Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22.10.2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in third countries and repealing Council Regulation (EC) No 3/2008.

Informations complémentaires
Organe de révision
Nom: Tribunal de Grande Instance de Paris
Commune postale: Paris
Code postal: 75001
Pays: France 🇫🇷
Téléphone: +33 144325151 📞
Service auprès duquel des informations sur la procédure de recours peuvent être obtenues
Identique à : Organe de révision
Source: OJS 2017/S 217-451472 (2017-11-09)

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