In total, more than 500 EU products were featured during this meal-box retail promotion at retailers’ stores, including EU Geographical Indication (GI) and organic EU food and beverages. At the same time, leading recipe platform Xia Chu Fang (下厨房) inspired consumers with a series of easy-to-prepare recipes using EU ingredients. Shoppers were able to redeem one of the four specially curated meal boxes featuring EU products if they purchased a minimum of 108RMB during the promotion period across the participating stores. In addition, online XCF fans, through their platform, were given the chance to receive meal boxes if they shared their EU food pairing suggestions on their feed. Those with the most compelling content were awarded an EU food hamper prize, and their submissions were featured on the campaign's Xia Chu Fang page.
- food industry
- Monday 13 November 2023, 00:09 - Thursday 30 November 2023, 00:12 (CET)
Media
Aisles in supermarket with Colours by Europe visual Aisles in supermarket with Colours by Europe visual 
Raw ham wrapped in cheese, pumpernickel breadRaw ham wrapped in cheese, pumpernickel bread 
Packed bacon Packed bacon 
Person holding olive oil bottle in supermarketPerson holding olive oil bottle in supermarket 
Packed sausage with Chinese descriptionsPacked sausage with Chinese descriptions 
Packed bacon Packed bacon 
Cheese croquettes filled with sausage, 'Enjoy it's from Europe' package Cheese croquettes filled with sausage, 'Enjoy it's from Europe' package 
Package of ribs with 'Enjoy its from Europe' logo and Chinese description Package of ribs with 'Enjoy its from Europe' logo and Chinese description
Practical information
- When
- Monday 13 November 2023, 00:09 - Thursday 30 November 2023, 00:12 (CET)
- Languages
- English, Chinese
Description
The launch of the promotion was graced by Mr. Wojciech Ptak, Agriculture counsellor, First Secretary, Delegation of the European Union to China with Ms. Zhang Xinyu, Beijing Freshippo Network Technology Co., Ltd, Deputy General Manager, and Ms. Hannah Hou, Head of Marketing Business from Xia Chu Fang.
“The European Union is well known for its safe, authentic and high-quality food, and we are honoured to be part of the ‘Irresistible Europe, Countless Combinations’ campaign”, said Ms. Zhang Xinyu, Beijing HEMA Network Technology Co., Ltd, Deputy General Manager, during the launch event. “The joint retail activation aims to provide our shoppers with a better understanding of the EU food and beverage products. It has always been our passion to provide and promote top quality food and gastronomy from across the world. We are collaborating with European Union to provide a wide range of European food products with their well-known merits in our stores.”
Mr. Wojciech Ptak added: “We aim to showcase and communicate EU’s key food merits - quality, safety, authenticity, and sustainability - during this promotion. I would like to thank our retail and media partners, Freshippo and Xia Chu Fang for making this unique collaboration possible. We hope this meal-box retail activation can help to inspire more consumers in China to discover, share and enjoy easy-to-prepare EU food and beverages through countless ways and combinations.”