Crafted in Europe

In order to give some guidance a national representative survey of n=100 has been executed in both Belgium and The Netherlands, so n=200 in total. To shed some light on how we ourselves feel towards the strength of the USA. Well, it becomes evident that we don’t sugarcoat. We see the USA as superior to us, a quarter sees ‘America as superior to Europe’, whereas only approx. 15% sees ‘Europe as superior to USA’. This is obviously still rather vague terminology, because maybe USA is perceived as superior in certain areas, whereas Europe is perceived as superior in other areas…  So we put this to the test! 😊  

In our survey we checked certain categories on their closeness (fit) to USA or Europe. Below a few examples; did you link the categories to the right region?

Q: To what extent do the below products fit to either Europe or the United States of America?

Top2box (strong fit or fit shown for Europe):

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I didn’t. As I see the USA as the fast-food-mekka (fries, donuts,…). Well never underestimate as an outsider (I’m Dutch), the importance of cultural heritage. And when seeing the data of Belgium on fries I understood: this means a lot to Belgians. Which directly sparks ideas in my mind, how to capitalize on the Belgian-aspect of fries in favour of the US-chains in the current climate? For example, create fish-shaped fries; just like the inventors of fries did –according to urban legend – villagers in the Meuse Valley, particularly in areas like Namur, Andenne, and Dinant, began frying potatoes as a substitute for small fish during harsh winters when fishing was not possible due to frozen rivers. They would cut potatoes into the shape of small fish and fry them, creating what we now recognize as fries… Advertise as The Belgian Original since 1680: kids and adults alike will love this and it will create genuine pride on this Belgian heritage and will be a differentiator from American fast-food chains.

‍P.S. More categories were put to the test! Please get in touch with your Haystack counterpart for complete survey results.

So, we developed some claims on how to communicate the ‘Europeanness’ for a possible innovation or existing product. We do this all day, so why not shed a light on this as well?  

Here goes!

One better brings ‘Europeanness’ across via the claim ‘Crafted in Europe’ than ‘Made with European eye for detail’ or ‘Made by European labour’. These simple changes already result in a significantly better convincingness to buy a European product!

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As we as Europeans might need to change some gears, one of the directions could be to become a bit more bold or should I say more cheeky (or just proud on what we can do). That is why we also surveyed a more stretchy/edgy statement: ‘Guaranteed to be made without American labour or materials’.

And what do you think? A whopping 33% finds that this claim strongly convinces them to buy European products. So, there is definitely a negative USA-sentiment… This current has already been building up for some time now. It is not only when the new president started his second term.

I would know what to do as an European-based and European user base brand owner. I would at least investigate this angle… Try to better understand it. Is there something to gain here? 

Obviously, taking the long-term into account, as this will not vanish. We’re on this planet together and the planet is reaching its limits, so the first signs to protect what we have are there and will remain…

As mentioned we look at these type of questions on a daily basis. Just give us a call: we’re well equipped to assist in your branding and innovation questions. From tactics to strategy: supported and inspired by “European” consumers.

Vive l’Europe, vive les États-Unis 😉

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P.S. Please get in touch with your Haystack counterpart for the complete survey results.

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