Information et promotion de la Pintade en France, Belgique et Allemagne auprès des professionnels du foodservice

Information and promotion of guinea fowl in France, Belgium and Germany among professionals of the food – service field



Objective: Although guinea fowl originate from Africa where they still live, either in the wild or raised as poultry, organised production of guinea fowl is a specifically European phenomenon developed in France, Italy and more recently in Poland – contributing to the diversity of poultry farming, poultry products, and European cuisine.

Although guinea fowl has many benefits, both nutritional and in terms of its taste, it is little known, and – except during festive periods  - it is largely absent from everyday European diets.

Since its creation in 1987, the CIP, French Guinea Fowl intertrade Association has been promoting this form of poultry. With the launch in 2014 of “Guinea Fowl Reintroduction Front”, the CIP tried to raise awareness of guinea fowl in a more humorous and less institutional way by giving it a modern, creative and "bold" image. It created a complete digital ecosystem which maximised the profile of guinea fowl as a new culinary opportunity in line with modern expectations of European citizens (tasty, healthy, fun to cook and authentic, and produced according to good animal welfare standards).

Traget group: France, Belgium and Germany

Action strategy: www.1001pintade.com website will project an image of guinea fowl which is just as off-beat but with more emphasis on enhancing the enjoyment of guinea fowl as a food: European Guinea Fowl, Taste it! Love it!CIP’s action plan will therefore have a new goal of explaining in France, Belgium and Germany the various uses of guinea fowl, but in a tone and style which is still off-beat so that the message stands out in a very competitive environment. To create a European community around this poultry, we shall leverage our very close contacts with our target BtoB audiences of restaurateurs, food service professionals etc. by using social networks, exhibiting at trade fairs and holding press events in order to promote the cross-fertilisation of European culinary traditions and the enrichment of its culinary heritage.

Budget: € 1,070,010.00 for 3 years