INFORMATION AND COMMUNICATION PROGRAM IN FAVOUR OF EUROPEAN PDO CHEESE, BUTTER AND CREAM IN FRANCE IN 2026-2028

This program aims to promote the European PDO quality scheme, and the European PDO cheeses, butters, and creams, in France, in 2026-2028.

In an ultra-competitive market and a very diversified offer in terms of food quality schemes, European official labels, particularly PDO, must strengthen their communication to stand out from the crowd. The PDO label can still gain in notoriety, and its guarantees are not fully understood and integrated by consumers, who demand more information and transparency about it. Moreover, sales of PDO dairy products need to be supported in the context of inflation we have been experiencing for the last 2 years, that has changed the consumption habits and has had a negative impact on the sales of PDO cheeses, butters and creams in France .

This programm will focus on French consumers aged 25 to 49, and our objectives are to raise awareness and increase understanding of the PDO label among these consumers, and to support consumption of PDO dairy products.

We based our action strategy on affinity levers precisely measured with our target: Out Of Home communication (OOH and DOOH) to reach urban workers, online advertising, influence and social media contents to reach them during their digital leisure time, and a presence at several festivals with a family audience during summer season, in order to introduce them to the PDO label and PDO products through a unique tasting time. We will also organize events and distribute new content to the food and lifestyle press, in order to relay our messages to their readers.