The Objectives

Say yes to the Best, Eat European Pig Meat in which the slogans focus in a creative and captivating way on the pink color of pork, in terms of both nutrition and “a way of thinking”; the payoff completes and specifies the slogan, emphasizing the European origin as a guarantee of quality. In summary, we want to replicate slogans and payoffs that are already used – through the specific destination – for projects financed by the European Commission in regulation 1144/2014 and already being implemented by OPAS which are aimed respectively at Japan and South Korea (Eat & Think Pig -Say yes to the Best -Eat European Pig Meat) and to China and Hong Kong (Eat & Think Pink China – Say yes to the Best, Eat European Pig Meat). As a main message, therefore, we intend to continue to communicate the quality of European pink pork and European pork products, in terms of food safety, traceability (guaranteed by a controlled supply chain), labeling and nutritional and health aspects. Alongside this main message, the specificity of pork production methods, animal welfare, environmental sustainability and the intrinsic characteristics of European pork products will also be communicated (especially in terms of quality, taste, diversity, and tradition). The message of the initiative and the visual identity of the campaign (which will be processed in case of approval of this application) will be adapted according to the different target groups and different types of activities.

MESSAGES OF THE INITIATIVE

Due to the diversity of the Canadian population, the messages of the initiative will be based on the utmost simplicity, clarity, harmony and conciseness such as:

1.”Enjoy! It’s from Europe” guidelines

2. Learn about European brand food products

3. Talk about Farm to Fork Strategy

4. European agriculture respects the environment

Specific messages for Professionals in the sector, Operators, Buyers

a. European food is respect for animal welfare

b. European agrifood products are innovative

c. European culinary recipes satisfy the consumer

Specific messages for Families / Millennials / Generation X / Influencers / Media /

a. European pork is high in protein and contains less fat

b. European pork respects precise production regulations

c. Responsible consumption of pork in food

d. European recipes based on pork is a social activity,

e. The typical products of European pork,

f. European pork is in the diet of all different ethnic groups,

g. Conscious use of meat in the daily diet,

h. More protein and less fat, European pork has changed

The messages will indicate the origin of the products in line with the provisions of European Union Regulations and the Convention, that is: maintaining the EU message as the main message, indicating the national origin of the product without obscuring the main EU message but integrating it, reserving the indication of origin only to visual and non-audio material. For the same reason, the visibility of commercial brands does not weaken the message of the Union but strengthens it as it highlights and differentiates it from what is communicated by similar products from other areas. The listed brands will be used in line with EU recommendations and with the action strategy, specifying that at least 5 brands will always be displayed. Commercial brands – The following 5 commercial brands will be exhibited in the promotional campaign, in compliance with articles 5, 6, 7 and 8 of the EU Implementing Reg. 2015/1831: O.P.A.S., Eat Pink, Franchi salumi since 1924, Assocom, Unapros. Obviously, as per the conditions contained in the aforementioned Regulation, the commercial brands will be displayed only in the visual materials used in demonstrations and tastings (therefore during Trade Shows, Fairs, B2B Meetings / Workshops, Courses for chefs, Press events), on the materials distributed during such activities and on the website. The use of the aforementioned trademarks, alongside the institutional logos of the action, is necessary to achieve the objectives of the project as together they represent the concept of supply chain that characterizes and distinguishes OPAS and its products in terms of safety and quality. Furthermore, while products with a designation of quality (DOP and IGP) already have a clear reference to their origin in the name or in the packaging, the origin is not indicated for pink pork and derived products not with a denomination (except by carefully reading the labels one by one); this can confuse very different products from each production area and consequently the quality and safety level. It is therefore of fundamental importance to make commercial brands visible, to avoid that the campaign financed by companies and institutions of the European Union may erroneously ultimately favor products from other sources.