Implementation Body - Advertising Agency _ Promotion Campaign Vietnam

With this call for tender Naturland aims find an Advertising Agency, who will be tasked to support implementation of the Campaign that Naturland is planning to apply in the upcoming round of “Calls for Proposals” Promotion of Agricultural Products by the European Commission. launched in January 2025. The first phase of the project (2021-2025) targets both B2B (HORECA sectors, media that focused on F&B) and B2C audiences. The foundation includes a well-developed website and a Facebook fan page as tools for communication with the audience. Workshop events were hold successfully to attract Retailers, Chefs, Restaurant Owners and journalists. In the second phase, the program will continue to raise awareness of EU organic products in both towards B2B and B2C.. The three-year program will focus regionally on the 2 big cities in Vietnam - Hanoi and Ho Chi Minh (20/80%). Target groups include: - Consumers (B2C) - Importers (B2B) - HORECA - Food retailers in the premium segment (B2B) - Large retailers (B2B) - Specialist retailers for organic products (B2B) - E-commerce platforms (B2C) The aim of the campaign is to reach a maximum number of companies and consumers in the target areas. No specific individual organic product is advertised, but rather a selection of products ("organic basket"). Scope of work The actions to be carried out by the Implementation Agency for this program fall under the following types of activities: 1. Strategy Definition: identify suitable approaches for European organic premium products, as well as a strategy to connect organic product retailers and distributors. The strategy must also propose how best to reach consumers in the target areas. 2. Press Conference: Organize a kick-off press conference (1 event) to engage media and TV outlets. 3. Advertorials: Develop and publish at least 4 advertorials over 3 years to promote organic products. 4. E-commerce Campaign: Implement at least 3 e-commerce campaigns involving 3-4 stores each time, including live streaming and sales tracking. 5. Influencer Events: Plan at least one influencer event to kick off the campaign, including product taste tests and discussions on basic organic farming regulations. 6. Influencer Marketing: Execute at least two waves of influencer marketing on social media per year and manage social media engagement. 7. Video Production compliance to EU guidelines: i. Ensuring compliance of videos provided by Naturland with the EU guidelines ii. producing short clips/reels after each workshop event 8. SEO/SEA Capacity: Adapt and maintain an existing website with SEO/SEA capabilities. 9. Merchandise Production: Produce branded merchandise items, including brochures, aprons, tote bags, gifts, Tet boxes, and sustainable daily items. 10. Business Workshops: Conduct business workshops for HORECA, traders, and retailers twice a year for three years. 11. Sustainable Organic Week: Organize an interactive Sustainable Organic Week per year(HCMC/HANOI/HCMC) , including: i. A B2B organic key event (1 per year). ii. A Restaurant Week involving 10 restaurants to engage customers with organic dishes. iii. Shop and mall promotions through creative activities. iv. Sampling of organic products in grocery stores. v. A dedicated school day to educate students about organic products/farming. vi. Sustainable Organic Week events focusing on education and branding over 2-3 days. 12. Key Visual and Branding: Create key visuals and branding, including data research and upgrades. 13. Buyers Tour to Biofach: Organize a buyer tour to Germany (5pax) from the Vietnam side, including handling paperwork, travel bookings, and marketing materials for retailers attending Biofach