Account to push French cheese in Asia up for grabs

France's farmers have issued a €2.2 million (about $2.9 million) tender for PR agencies capable of positioning the country's cheeses as a modern lifestyle choice for Japanese, Chinese, and South Korean consumers.

LONDON: France's farmers have issued a €2.2 million (about $2.9 million) tender for PR agencies capable of positioning the country's cheeses as a modern lifestyle choice for Japanese, Chinese, and South Korean consumers.

The French dairy council, Centre National Interprofessionnel de l'Economie Laitière, has split the account 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 the most lucrative at between €800,000 ($1.1 million) and €1 million ($1.4 million). Its goal 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 to reach high-income women ages 25 to 49.”

The Chinese contract is worth between €500,000 (about $680,000) and €700,000 ($950,000), and the South Korean contract is worth between €300,000 ($407,000) and €500,000 ($678,000). The brief is less detailed for these two countries but its goal is to position cheese as a lifestyle product.

The dairy council is an organization 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.

This story originally appeared on the website of PRWeek UK.

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