Promoting Europe’s food heritage through a 360° campaign
In this episode of The Retail Influencer by 20/CENT Retail, I tell you about my chat with Philippe Mattart, Managing Director of APAQ-W. Philippe came on the french stream of the podcast to look back at the EuroFoodArt campaign, a European initiative designed to promote food products carrying official European quality labels such as PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication).
Launched in 2021 and developed over two consecutive European programs, EuroFoodArt aimed to give unprecedented visibility to Walloon artisanal food products recognized for their authenticity, quality standards, and heritage. According to Philippe Mattart, these labels are much more than logos on packaging: they represent strict specifications, craftsmanship, traditions, and stories deeply rooted in local history.
The campaign focused on reconnecting consumers with these products by helping them better understand and recognize European quality labels. While many consumers are increasingly looking for quality, transparency, and authenticity in food, they do not always know how to identify products that meet those expectations. EuroFoodArt sought to bridge that gap.
The campaign highlighted emblematic Walloon products such as Herve cheese, Ardenne butter, Ardenne ham, Ardenne sausage, Walloon honey, Liège black pudding, pâté gaumais, and the Plate de Florenville potato, alongside a growing number of protected Walloon wines. These products became ambassadors not only for themselves, but for the broader image of Walloon agriculture and gastronomy.
EuroFoodArt adopted a strong 360-degree communication strategy combining:
- Influencer collaborations
- Storytelling around producers and traditions
- Immersive video content
- Social media campaigns
- Tastings and live experiences
- Participation in trade fairs such as Horeca Expo and Tavola
- Retail activations and in-store consumer education
A key aspect of the campaign was its focus on direct contact with consumers. Philippe Mattart emphasized that the retail environment remains one of the most important meeting points between consumers and food products. Explaining the meaning behind PDO and PGI labels directly in stores proved particularly impactful, especially when consumers had the opportunity to taste products and engage with producers.
The campaign also targeted multiple audiences simultaneously: consumers, younger generations, horeca professionals, gastronomy stakeholders, and retail distributors. The objective was not only to stimulate consumption, but also to encourage retailers and foodservice operators to further support and showcase these certified products.
EuroFoodArt was developed in partnership with AANA, the food agency of Nouvelle-Aquitaine in France. This collaboration brought together Walloon and French producers under the same European banner, showcasing products from different regions while promoting shared values of quality, transparency, and authenticity. French products promoted through the partnership included Limousin lamb, Limousin veal, Limousin pork, Armagnac, and Pyrenean milk-fed lamb.
One of the major learnings from the campaign was the importance of storytelling and diversified communication styles. Influencers, producers, retailers, and horeca professionals all contributed differently to the narrative, allowing the campaign to reach broader and younger audiences more effectively.
The campaign’s final evaluation — required by the European Union — will measure not only visibility and engagement, but also long-term impact on consumer behavior and sales evolution of PDO and PGI products. Social media engagement, consumer interactions, and product consumption trends will all be part of the analysis.
Although European rules now require a one-year pause before launching a new program, both APAQ-W and AANA have already expressed their willingness to continue the collaboration with a new project planned for 2027 and a relaunch expected in 2028.
For Philippe Mattart, one of the strongest outcomes of EuroFoodArt was seeing producers gain confidence and optimism about their future. Participation in international fairs such as Anuga helped several producers discover export opportunities and new markets beyond Belgium’s borders.
More than a promotional campaign, EuroFoodArt became a platform to celebrate European food heritage, artisanal expertise, and the people behind quality products, proving that authenticity and tradition still resonate strongly with today’s consumers.
If you want to listen to the full conversation with Philipp Mattard, obviously I invite you to the french stream of this podcast.
EurofoodartApaqwPhilippe Mattart Podcast