Evaluation of the campaign to promote Piave DOP cheese in Austria, Germany and Italy
Title Evaluation of the campaign to promote Piave DOP cheese as a typical traditional gastronomic speciality
Location Austria, Germany, Italy
Duration 2019-2021
Funding Consorzio per la Tutela del Formaggio Piave DOP
Context
The promotion programmes of Italian traditional gastronomic specilities are intended to help consortia communicate the quality of their products in order to promote them on national and international markets. The promotion of PGI and PDO products, in fact, aims at strengthening consumer awareness on the specificities of typical Italian and European regional products, in particular those who bear the DPO and PGI quality labels.
The Consorzio per la Tutela del Formaggio Piave DOP has been raising awareness among consumers in the Austrian, German and, of course, Italian markets. In Germany, the promotion focused on strengthening the already existing commercial relationship in order to increase awareness on the DOP certification. In Austria, on the other hand, the campaign tried to intercept the consumers demand for quality products both on retail market and in target restaurants.
The promotion campaign therefore was directed at a highly profiled audience, able to understand and share its various messages. In particular, the identified subjects of the campaign were:
♦ children, whose awareness on the meaning and intrinsic value of European quality labels ahd to be increased;
♦ advanced consumers, attentive to the quality of agri-food products and quality labels brands, and also more prone to purchasing sustainable products;
♦ gourmet restaurants, selected for their particular attention in choosing high quality raw materials;
♦ the online and offline press, journalists, bloggers and influencers, who are increasingly fundamental in raising consumer awareness on typical gastronomic specialities and quality brands, and able to efficiently influence consumers habits.
General Objective
ARCO Researchers developed a set of ad hoc data collection tools to evaluate the relevance, effectiveness and impact of the Piave DOP cheese promotion campaign in terms of reaching new markets, enhancing the image of the certified product and increasing its competitiveness and consumption.
What have we done?
The developed strategy aims at investigating two fundamental dimensions of the promotion campaign. The first concerns the degree of acknowledgement of the quality regimes imposed by legislation and the degree of awareness regarding the meaning and value of quality labels. The second looks at Piave DOP cheese increased competitiveness and consumption, as well as the optimization of its image, on selected markets.
The evaluation strategy proposed by ARCO Researchers implies qualitative and quantitative methods, the use of questionnaires submitted online to consumers, market surveys, telephone interviews with restaurateurs, as well as focus groups with beneficiaries of the campaign activities.
CHAFEA – Consumers, Health, Agriculture and Food Executive Agency Enjoy, it’s from Europe!
Read more on our M&E and Impact Evaluation Unit
Related Projects
-
Outcome Harvesting of the project that aims to promote stability and social enterprise in Lebanon
-
Yearly evaluation and impact evaluation of a programme to foster social inclusion in Tuscany
-
Mid-term evaluation of the project “Dreams and Needs” to contrast educational poverty in Italy
-
Mid-term evaluation of the project MilKy for the development of a sustainable dairy supply chain in Kenya
-
Final evaluation of the project Pe.R.Co.rrere to foster resilience of communities hit by earthquake in Center Italy
-
Evaluation of the campaign to promote Piave DOP cheese in Austria, Germany and Italy
-
Mid-term & final evaluation of a project to strengthen resilience to climate shocks in Kenya
-
Evaluation of the promotion campaign for Italian traditional specialities in Japan
-
Community center, final evaluation of the social inclusion project
-
Mid-term evaluation of the project to contrast irregular migration in Ethiopia
-
Mid-term evaluation of the project for the conservation of Protected Areas in Albania
-
Social Impact Assessment of children’s protection programmes in Kyrgyzstan
-
Monitoring&Evaluation of reintegration services for drug addicts and ex-addicts in Lebanon
-
SROI Analysis, Albergo Etico social performance
-
ECO.COM: strengthening local economic development in Bolivia
-
Improving the sustainability in the cherry supply chain in Bulgaria and Turkey
-
Evaluating sustainable agricultural supply chains in Bosnia Herzegovina and Albania
-
Impact evaluation of the creation of a durum wheat supply chain in Ethiopia
-
Impact evaluation of a Rehabilitation programme in India