Broadening our reach in the food and nutrition arenas, Swardlick Marketing Group added the Centre National Interprofessionnel de l’Économie Laitière (CNIEL) of France—an organization representing French dairy interests—to its client list. This addition marks several firsts: the first US-based campaign undertaken by CNIEL, and the first selection of a US agency to run any of its marketing programs

Our objective with The Cheeses of France is to lead an integrated marketing campaign for the diverse selection of French cheeses imported into the United States. Year One of the three-year campaign included branding, advertising, web development (cheesesoffrance.com), in-store marketing and public relations. The campaign kicked-off in July with a media launch party in New York City and supermarket sampling and in-store marketing across the Northeast and Mid-Atlantic States.

Parlez-vous fromage? Our strategy revolves around our long-standing, proven approach to food marketing in which we look at generic product categories from a brand perspective. The value-added brand differentiator and demand driver for The Cheeses of France will relate to the intriguing cultural mystique of France coupled with taste and terroir—the unique combination of climate, soil, and tradition particular to each cheesemaking region in France.

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Brie, Camembert, Roquefort, Chèvre… the language of cheese has a decidedly French accent! Our plan is to bring the fromage experience to a wider audience in an exciting, fun, educational-yet-accessible way.