CATALAN FOOD MITTEMEER

PRODECA - the Department of Climate Action, Food and Rural Agenda - and the Government of Catalonia's Delegation in Germany - Department of Foreign Affairs are organising an in-store commercial promotion at the MitteMeer supermarkets in Berlin.

The aim is to promote the Catalan products already available at MitteMeer and to position the Catalonia, where food is culture brand in the German market.

WHO IS MITTEMEER?

MitteMeer is a supermarket chain specialising in Spanish, Italian and Portuguese food and drink. It currently has:

• 4 stores in Berlin in mid-to-high income neighbourhoods (Prenzlauer Berg, Zehlendorf, Schöneberg and Charlottenburg)
• 1 supermarket in Munich
• Online sales throughout Germany
• Distribution in the HORECA channel

More information: https://shop.mitte-meer.de/

DESCRIPTION OF THE ACTIVITY

As part of the activities planned for the first quarter of 2024, we plan to organise a week promoting Catalan products in the 4 MitteMeer supermarkets in Berlin. This activity forms part of the marketing strategy to position Catalan products and the Catalonia food brand in a premium segment, with the aim of selling more and better.

The in-store promotion will have the following strands:

1. Display of Catalan products from 9 to 17 March

During the "Catalan Week" , Catalan products will be promoted in the 4 supermarkets in Berlin via a promotional corner displaying all the Catalan products already available on the shelves with the aim of increasing sales and positioning the "Katalonien wo Essen Kultur ist" brand.  Special discounts will be offered to boost sales. 

2. Online campaign from 1 to 31 March.

Catalan products will be promoted for a month on the supermarket's website. To boost sales, special discounts and additional gifts will be offered for a minimum product purchase.

Branding will also be activated through MitteMeer's social media.

3. Catalan product tasting

The products included in the promotion will be displayed on their own stand in the 4 Berlin branches, so that the public can taste the product and sales are boosted, on the following scheduled dates:

• Friday 09.03 from 11:00 to 19:00
• Friday 15.03 from 14:00 to 19:00
• Saturday 16.03 from 11:00 to 19:00

Under this option, MitteMeer and Prodeca handle the logistics and management to ensure smooth delivery. Each company will provide the product for the tasting.

4. Public calçotada

To close the promotion week, a public calçotada will be held at one of the branches, with the aim of showcasing Catalonia and its cuisine. Tasting and sales of Catalan products are planned during the day.

WHO IS IT FOR?

• This promotion is aimed exclusively at Catalan companies already present at MitteMeer

COST OF PARTICIPATION

• Prodeca covers the costs of organising this promotional activity and there is no cost for the participating companies beyond the product they wish to supply for the tasting.

REGISTRATION DEADLINE

• Closing date for applications: 29 January 2024

A company will be considered admitted once it has submitted its application within the stated deadline.

The organisers reserve the right to assess the reasons given by the company for cancelling its participation.

The organisers reserve the right to select companies according to criteria of sectoral fit and product suitability for this activity.

REGISTRATION CLOSED