Decrease text Increase text



Seeds for tomorrow - creative giveaways for the 20th anniversary of LEADER in Luxembourg

Tool category
& type

Promotional Material:

  • Other Promotional Material
  • Keyword(s)

    Advertising, Communications, Leader, Promotional material, Visibility, Visual identity


    For its 20th anniversary, LEADER Luxembourg envisaged to use an old communication tool – promotional materials with a twist: they developed a creative giveaway in form of a seed bag imprinted with the big event layout and logos. Using unconventional promotional materials along mainstream communication channels seems an effective approach, as promotional materials add various benefits to a communication campaign. One of it, recognized by marketers and psychologist is the urge of the receiver to give something back or to act positively towards the organization. The LEADER anniversary materials not only brought additional notoriety, but nicely passed the message that each individual have to carry on the good work by looking after the seeds of the first 20 years of work for rural development.

    & RDP Region(s)


  • [LU] National Level
  • Main purpose

    The promotional materials were used complementary to other communication channels – website, events, publications, in order to reach rural development stakeholder and to maintain their close involvement in rural development initiatives at national level along with increasing LEADER notoriety among its target groups.

    tools used

    Website, publications, events

    Target audience

    EAFRD Beneficiaries:

  • Farmers
  • Other rural businesses
  • Women
  • Youth
  • Marginalised and Disabled
  • Other EAFRD Beneficiaries

  • Rural Development Stakeholders:

  • NRNs
  • Managing Authorities
  • Other Government
  • LAGs
  • EU Institutions
  • Other Rural Development Stakeholders

  • General Audience:

  • Students
  • Youth
  • General Public
  • Urban Population
  • Rural Population
  • Other General Audience
  • Technical information

    Conventional paper seeds bags imprinted with event logo full colour. The back of the seeds bags is imprinted with seeding instructions and technical gardening details, including expiry date of the seeds. Main language: Luxembourgish and French.

    Date produced

    2011 - 2012


    Ministry of Agriculture, Viticulture and Rural Development

    Distribution & Promotion

    Ministry of Agriculture, Viticulture and Rural Development

    Name of organisation

    Ministry of Agriculture, Viticulture and Rural Development

    Type of

    Managing Authority


    Name of contact person

    Françoise Bonert


    1, rue de la Congrégation
    L-1352 Luxembourg


    +352 247 82533