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.
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