Strategy. Concept. Contentcreation. Corporate Identity. Online. Social media. Productpromotion. Sectorpromotion. Activation.
The dairy goat sector is a young, ambitious sector that strives for a future-proof and responsible way of food production. The sector towards transparency, about challenging topics as well. The Duurzame GeitenZuivel Keten (Sustainable Goat Dairy Chain) aims to guarantee the good reputation and sustainable growth of the sector.
Many consumers are still unfamiliar with boat goat farming and goat dairy products. That has to change according to the DGZK. Their products are tasty, healthy and a bit stubborn. So let's get started on creating more awareness of the sector (goats, goat farmers,m products, business operations, DGZK) amongst the target audiences (consumers, interest groups, bloggers and journalists)
JEEN developed the campaign concept ´Ontdek de Geit´ (Discover the Goat). We opted for an integrated approach in which product promotion and sector promotion support each other and in which entrepreneurs from the sector themselves play a central role. The concept ´Ontdek de Geit´ supports dairy goat farmers in communicating with interested consumers and citizens. This is done with the help of a website and a toolkit that goat farmers and dairy farmers can use during Open Days. On the website and social media channels of Ontdek de Geit, we enthuse consumers with tasty recipes featuring goat dairy, fun news, interesting interviews and beautiful photos and videos.