Creation communication tools and concept for sustainability campaign for red meat in Flanders and Germany

Summary

VLAM is developing a campaign about the sustainability initiatives of the Belgian meat sector for Flanders and Germany. The campaign is conceived as a PR campaign with a paid media component. With the PR approach, we want to highlight the sustainability of the meat sector. We aim to showcase the efforts being made within the meat sector. The tone we set in our communication is clear, honest, and trustworthy. Our communication will be based on scientific data as well as on experiences and testimonials from within the sector. The target audience of the campaign in Flanders are the people responsible for the purchases at home, while in Germany the focus is on a B2B audience consisting of retail, wholesale, and foodservice. This public contract consists of creating one graphic concept/visual identity for this campaign, as well as designing and producing various communication elements for Flanders and Germany that will be deployed across different channels. The estimated value of the contract is €210,000 excluding VAT. Media purchases and the PR approach are not part of this assignment.