The Cheeses of FranceBranding “The Cheeses of France.”
We began with a brand communications program that introduced our audience to “the language of cheese” — fromage, terroir, affinage and the amazing variety of authentic French cheese.
Parlez-vous Fromage?
Key to our program has been the development of The Cheeses of France website, rich in content about the origins, character and uses of French cheese, including its in the healthy Mediterranean Diet.
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What’s on your Fromage Plate?
Working with renowned cheese expert Max McCalman, we developed 15 signature Fromage Plates to inspire both consumers and the trade to think of French cheese as a way to make every occasion special.
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Create Excitement at Point of Sale
Each year, we hold hundreds of in-store sampling events throughout the northeast and mid-Atlantic region to encourage trial and support French cheese sales.
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Build the French Cheese community
Digital newsletters as well as trade and consumer promotions drive people to the web and help engage both the Francophile community as well as new mainstream US consumers.
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C’est Cheese!
In the first two years, hundreds of sampling events in retail stores achieved significant increases in the sales of French Cheese, in ever increasing variety. After each sampling event, French Cheeses consistently outperform other specialty cheeses. Our Springtime in Paris promotion attracted 25,000 entries, forming an impressive base for our online marketing communications programs. Advertising, PR and trade events have increased visibility among the food press and food industry. And recently, the Cheeses of France reported very strong sales in the U.S., despite a challenging economic climate.
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