£1.5m brief to push French cheese to Asia up for grabs

France's farmers have issued a €2.2m tender for PR agencies capable of positioning the country's cheeses as a modern lifestyle choice for Japanese, Chinese and South Koreans.

Asian influence: Cow's milk cheeses are the main focus of the briefs
Asian influence: Cow's milk cheeses are the main focus of the briefs

The French dairy council, Centre National Interprofessionnel de l'Economie Laitière (CNIEL), has split the tender into three lots, each targeting one of the countries for three years. 

The incumbent agency is understood to be food, wine and lifestyle marketing agency Sopexa.

The Japanese contract is worth the most at between €800,000 and €1m and the brief is to "reinforce the image of cheeses from France as a European 'lifestyle' product, introduce multiple moments of consumption adapted to the Japanese style of eating and in new and modern ways and obtain press, radio and TV coverage in order to reach high income women aged 25 to 49".

The Chinese contract is worth between €500,000 and €700,000 and the South Korean contract is worth between €300,000 and €500,000. The brief is less detailed for these two countries but remains to position cheese as a lifestyle product.

CNIEL is an organisation in charge of policies on price, regulation, promotion, advertising and food safety for the dairy industry in France, at producers’ and processors’ levels. It also has a research subsidiary, Arilait Recherches.

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