France – Services de publicité et de marketing – Mushroom promotion campaign aimed at millennials in the EU

The proposing organisation GEPC Promo located in France wishes to apply to the 2027 EU call “AGRIP - MULTI - INTERNAL MARKET” on Promotion of agricultural products (cf EU Regulation 2014-1144). It consists of the follow-up of a 1st mushroom promotion AGRIP MULTI programme conducted in 2023-25 in 9 EU countries. Based on the experience acquired during the 1st programme, the 2nd programme should focus on raising consumption of cultivated mushrooms by increased frequency of purchase among the target 25-45 years old. Elements about the market situation in the target countries are available in the “Market figures” extracted from the application to the 2022 EU call put in the annex of this tender. Therefore, over a 3-year period, GEPC Promo is looking for: - one agency specialised in the implementation and coordination of European programmes, which will help GEPC Promo in writing the application to the 2027 EU call and implement and coordinate the entire European programme for operational and production aspects – Lot 1 - Budget envelope: maximum € 4,512,000 excluding tax (fees included) - one agency specialised in evaluation to assess the ex-post impact of the actions carried out under the programme – Lot 2 - Budget envelope: maximum € 130,000 excluding tax (fees included)

Lot 1: Programme implementation and coordination. Lot 1: The mission that will be entrusted with consists in 1 binding part regarding the help to write the application according to the 2027 EU call’s template document and 1 conditional part about implementation and coordination of the entire European programme from 2028 to 2030 in each of the 10 following target countries: Belgium, Czech Republic, France, Germany, Hungary, Ireland, Italy, the Netherlands, Poland and Spain.

Lot 2: Programme evaluation. Lot 2: assess the ex-post impact of the actions carried out under the programme with a budget envelope of maximum € 130,000 excluding tax (fees included) To assess the programme, the following project objectives will be measured yearly: 1. Strengthen Awareness of the targeted consumers about the positive aspects of European mushrooms. 2. Improve positive Attitudes towards European grown European mushrooms. 3. Increase Buying Intention of European mushrooms. 4. Increase consumption at the targeted Consumers The evaluation should be made using the same protocol each year of the programme. On top of that, a comprehensive review of the programme’s performance, implementation efficiency and effectiveness of work packages in each target country with review of output and results indicators will be yearly made to provide a more complete understanding of the programme’s impact and areas for improvement.