Con­trol of suc­cess in­form­a­tion cam­paign PGI

Dur­a­tion of pro­ject

March 2013 - May 2016

Pro­ject man­age­ment and con­tact per­son at the uni­versity of Kas­sel

  • Dr. Meike Janssen
  • Geesche M. Merkle, M.Sc.
  • Isabel Schäufele, M.Sc.

In­form­a­tion cam­paign: “Ex­per­i­ence the taste of the Ho­hen­lohe re­gion: Swa­bian Hall Qual­ity Pork PGI”

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’.
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 comprehensibility of an information flyer addressed to consumers; qualitative interviews with 20 to 25 consumers
  • Evaluation of point-of-sale promotion in food retailers and canteens; quantitative consumer survey
  • Evaluation of B2B-measures
  • Content analysis of journalistic publications