Evaluation information campaign PGI
Duration of project
February 2018 - May 2020
Head of project and Contact person at the University of Kassel
- Dr. Isabel Schäufele
Evaluation of the information campaign: “Swabian Hall Quality Pork PGI – EU-guaranteed taste”
Project on behalf of Bäuerliche Erzeugergemeineschaft Schwäbisch Hall e.V.
www.besh.de
Summary
In the context of a sales promotion cofinanced by the EU, the ‘Bäuerliche Erzeugergemeinschaft Schwäbisch Hall e.V.’ conducts an information campaign for its pork which is registered as protected geographical indication (PGI). The campaign aims at fostering knowledge and information about the protected geographical indication ‘Swabian Hall quality pork’. In this context the ‘Swabian Hall quality pork’ PGI will be positioned as livestock-friendly, local, ethical and sustainable food product in Germany, Austria and Italy.
The Department of Agricultural and Food Marketing is responsible for evaluating the achievement of objectives and the campaigns’ effectiveness at different stages and gives suggestions for improvement for future information campaigns. The following evaluation methods will be used:
- Evaluation of point-of-sale promotion in food retailers and canteens; quantitative consumer survey
- Evaluation of B2B-measures
- Online consumer survey
- Analysis of social media activities and the website www.besh.de
- Content analysis of journalistic publications
- Recall-tests for measuring the penetration of the key messages of the campaign in the target groups (consumers, B2B-clients)