CSO Italy – Fruit and Vegetable Services Center – has published a call for tenders for the promotion and communication in Italy and Germany of ‘Berry Fruit,’ specifically blueberries, blackberries, raspberries, and strawberries. The call for tenders for the Berry Swing project was published in the Official Journal of the European Union (OJEU) on 22 November 2024 under number 714198-2024.
This is an open competitive procedure to select a implementing body for part of the work packages of the REG (EU) 1144/2014 program titled “Berry Swing: Little European heroes against climate change! Best European Reliability and Youthfulness.” These include public relations activities, press events, website, social media, and advertising.
The contract has a value of €1,771,729 excluding VAT, a duration of 36 months, and aims to increase consumer awareness in Italy and Germany about the merits of berry fruits and the high standards of European Union production methods.
The Berry Swing project promotes berries, in particular blueberries, blackberries, raspberries, and strawberries. The primary goal of the project is to enhance consumer awareness in Italy and Germany about the benefits of these fruits and the high standards of EU production methods.
The project focuses on these fruits because:
- They are highly nutraceutical fruits, rich in antioxidants, fiber, vitamin C, and minerals, contributing to physical and mental well-being and providing a healthy alternative to industrial snacks.
- Their production, concentrated in hilly and mountainous areas, plays an important social role in curbing depopulation in disadvantaged rural areas.
The project aims to present these fruits as safe and healthy products, guaranteed by the high-quality production methods of the European Union. The ultimate goal is to increase the consumption of these products in target markets, thereby contributing to the success of the EU berry sector.
The campaign seeks to boost the consumption of EU berries, specifically achieving additional berry sales in the target countries by the program's end, totaling €20,770,000, of which €15,235,000 will be in Italy and €5,535,000 in Germany.
The target audience is young people and young adults aged 20 to 54 in Italy and 18 to 35 in Germany.
The deadline for submitting bids is December 12, 2024.
The tender includes technical specifications and a selection process for identifying an implementing body for the "Berry Swing" program, funded by Reg (EU) 1144/2014. This three-year program targets the Italian and German markets and aims to promote EU "berries." The tender details the work packages to be subcontracted, participant requirements (financial and operational capacity), award criteria (technical offer quality and economic offer adequacy), and submission procedures.
The target markets of the Berry Swing project are Italy and Germany. The project seeks to increase consumer knowledge in these two countries about the benefits of berries and the high standards of EU production methods.
The project specifically targets:
- Young people and young adults aged 20 to 54 in Italy
- Young adults aged 18 to 35 in Germany
The choice of these target markets is motivated by their importance in the berry sector and the potential for growth in the consumption of these products.
Here are the key elements of the Berry Swing communication strategy:
- Main message: The project aims to promote EU-grown berries as safe and healthy, thanks to the high-quality production methods of the European Union. It highlights that their production, concentrated in hilly and mountainous areas, helps curb depopulation in disadvantaged rural areas. The message also emphasizes the high nutraceutical value of berries, rich in antioxidants, fiber, vitamin C, and minerals, positioning them as a healthy alternative to industrial snacks and a contribution to physical and mental well-being.
- European dimension: The project has a clear European dimension, represented by the slogan "BERRYSWING" (Best European Reliability and Youthfulness). The messages are integrated into all actions and activities, always accompanied by the logo and claim "Enjoy, it's from Europe" on all online and offline products.
- Work packages:The project is divided into various work packages, each with a specific focus:
- Public relations: Creation of B2C and B2B mailing lists, distribution of press releases, and management of relations with key media outlets.
- Press events: Organization of in-person and digital press events to present the project and its objectives.
- Influencer activities: Collaboration with influencers in three thematic areas: lifestyle, sports, and fitness & food.
- Website: Creation of a bilingual website, regularly updated with information about the project, products, and sustainability.
- Social media: Management of social channels on YouTube, TikTok, Instagram, Facebook, and LinkedIn, with a particular focus on Instagram.
- Advertising: Advertising campaigns on Google Ads, Meta, and selected sports publications.
- Communication tools: Development of printed informational materials, video storytelling, and gadgets.
- Sports event sponsorship: Participation in national and international sports events such as the Cortina Winter Olympics, Trento Sports Festival, and Mega March in Germany.
- In-store promotions: Collaboration with major retail chains in Italy and Germany to organize promotional days.
- Wholesale market promotions: Promotional days in wholesale markets of major urban centers in Italy and Germany.
- Other activities: Design and adaptation of the project’s coordinated image.
- Objectives: The communication strategy aims to:
- Increase consumer awareness of the benefits of berries and EU production methods among 28.65 million consumers.
- Boost the consumption of EU berries, with a sales target of €20,770,000 in additional sales.
In summary, the Berry Swing communication strategy relies on a mix of online and offline activities, with a strong focus on social media use and collaboration with influencers. The project aims to reach a young audience and raise awareness about the benefits of berries and the quality of EU products.
