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CHAFEA – Can I mention my brand in agri-food promotional campaigns?
In this article we are going to talk about if there is the possibility of, in the agro-food promotion programmes of CHAFEA (Consumers, Health, Agriculture and Food Executive Agency) subsidised by the European Union, mentioning the brand belonging to the denominations and the products or companies that participate in the program.
The quick answer is yes, you can promote the brand but under a number of rules which we will explain below.
In order to read and understand in perspective what we are going to explain below, we must first answer this question; why so many rules and why so restricted? The answer from the European Commission agency is clear: because the objective of the programme is the promotion of European agri-food products under a common programme and because the mention of the brands in the campaign has to be fair and equal.
Visibility must be shared among all participating brands so that the benefit is equal for everyone. In addition, CHAFEA’s agri-food product promotion campaigns must be understood from a global perspective. The main objective is to increase the sales and visibility of the European product both internally (within the EU) and on third markets (outside the EU). All programme participants benefit from the promotion and the results of the programme, even though the own brand is not the protagonist on stage.
This programm must be analysed and evaluated as a joint thinking exercise that ends up benefiting everyone in the short and long term. CHAFEA ensures equality and benefit as a group, everyone will benefit greatly from a programme of this magnitude.
However, certain actions or opportunities within the programme can be used to appear as an individual brand.
How can my brand be mentioned?
Information exercises and promotional measures are not aimed at promoting the brand. Instead, the own brands of companies or beneficiaries may be visible during demonstrations or tastings. For example, through printed information or promotional material distributed for the event.
Always respecting the principle of discrimination, as described by CHAFEA:
“The proposing organisation shall keep evidence that all members of the proposing organisation in question have had an equal opportunity to display their brands. Each brand will be equally visible and its graphic presentation will use a separate and smaller format than the main Union message of the campaign”.
Source CHAFEA
If this option is chosen, a minimum of 5 brands must be displayed, unless the circumstances of the specific situation in the Member States justify that there are fewer, for example that there are no more brands under the product being promoted.
The 5% rule
This rule is that the exposure of the brand in the following cases cannot exceed 5% of the surface area. The specific actions through which the brand can appear in demonstration and tasting events are as follows:
- Marks together on a banner placed in front of the stand or support so that it does not exceed 5% of the total surface area in front of the counter.
- Individually: In separate but identical booths the mark shall be placed on the front of that booth counter or a separate equivalent stand for each booth. Again it shall not exceed 5% of the total counter front area.
- On the printed material: Only the bottom part of the page may be displayed together which shall not exceed 5% of the total surface area.
- In the case of a website: On a banner at the bottom of the website, again not exceeding 5% of the total surface area of the website. Each brand will be smaller than the Union’s emblem. On the other hand, on a dedicated website, different from the main one and it has to be identical for the rest of the brands.
This rule is used to ensure that the promotional campaign remains a neutral generic campaign and not an individualised one, i.e. to ensure that the exposure of the brands does not weaken or divert the main European message. Therefore, it is important to say that brands can be mentioned within these large promotion projects at European and world level, but it is not part of the objective and the main message.
Based on these measures, the following question arises. If the mention of the brand with the 5% rule is not enough for me; can the origin of the product be mentioned? This could give the brand more relevance as the message is focused on a more specific market.
The answer is yes, again with a series of conditions that we explain below.
Measures to mention the origin of the product
- Internal market: the mention of origin must always be secondary to the main Union message of the campaign.
- Third countries: it may be at the same level as the main Union message of the campaign.
- In the case of products recognised under the quality schemes referred to in Article 5(4)(a), the origin registered in the designation may be mentioned without any restriction.
Source: CHAFEA
As a general rule, the source-related message may not at any time overshadow the general main message of programme unity. It may not be obscured by images, colours, symbols, music etc.
Limited to the following rules
- It must be at the national level explicitly (name of the country) or implicitly (flag or logo). Or at supranational level (Mediterranean, Alpine, Nordic etc)
- Always to complement the main message of the union
- It will appear in a different space from the main message and always at a visual level.
As can be seen, promotion at an individual or niche market level is limited by strict rules at European level. With this, CHAFEA wants to make it clear that the promotion is at a general level and that the benefit is shared in an equitable way.
If you need more information about this subject, the source of information is official from CHAFEA. In it you can find information about specific issues such as how to show an organic logo at a national level together with the EU logo.
If, on the other hand, you want to get into the adventure of presenting a CHAFEA programme, there is still time, do not hesitate to contact us. We will help you to be guided by one of the most complete programmes of international promotion co-financed up to 80% by the European Union.
There are very useful information in our blog if you prefer to do a previous research. Even a group specialized in LinkedIn where other European partners get in touch.
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