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   The Cheeses Of France Unveils New Campaign: 'Everyday Perfect' Choices
by The Cheeses of France Marketing Council
Posted: Friday, July 15, 2011 at 3:32PM EDT

WASHINGTON, DC - The Cheeses of France Marketing Council unveils its new campaign celebrating “everyday perfect” cow’s milk cheeses at this year’s NASFT’s Fancy Food Show. The campaign kicks off with a preview of the advertising spot that will run online in select, major U.S. cities, and culminates this fall with a pop-up cheese store in New York City’s NoLita neighborhood.

The campaign’s new advertising spot features everyday foods getting a makeover with versatile French cheese. It will run online in New York, Miami, Chicago, San Francisco, and Los Angeles; on websites including the “Today” show, “Good Morning America,” local CBS and NBC channels, New York magazine, Daily Candy, Food Network, HGTV, Travel Channel and Yahoo. Trade and consumer publications like Gourmet Retailer and Cheese Connoisseur will also run print ads.

French cheese lovers will benefit from several of the new campaign’s key components. Many markets across the country will have a “Dinner for Two” sweepstakes with a winner every month, as well as tasting events with recipe card distribution. In addition, New York City will play host this fall to a pop-up cheese store in the city’s NoLita neighborhood, where consumers can sample cheese (on its own and in prepared dishes) and purchase it. Press will be invited to preview the store the night before the opening.

The Cheeses of France campaign tells American consumers to enjoy French cheese as part of an everyday diet, and research shows that a diet rich in cheese can be healthy. A 2009 study at Australia’s Curtin University of Technology compared individuals who consumed three servings of cheese per day to those who consumed five per day. Researchers concluded that increased cheese consumption resulted in a reduction of abdominal fat, blood pressure and blood sugar.

Cheese is also a “nutrient rich” food, which means a little goes a long way toward providing important daily nutritional benefits like calcium, protein and vitamins. Growing numbers of consumers are becoming aware of the benefits of enjoying cheeses from France that are all-natural, minimally processed, and free of artificial growth hormone/rBST. According to the USDA, average cheese consumption, per person, nearly tripled between 1970 and 2003, and this shows no sign of slowing. Many reports have predicted that cheese consumption will increase as much as 20 percent
by 2015.

About The Cheeses of France Marketing Council: Composed of the dairy farmers and cheese firms, the Council is led by The National Interprofessional Center for the Dairy Economy (CNIEL) and FranceAgriMer – the national establishment for food and fishery products. A key objective of the Council is to create an appealing impression of the extensive and distinctive varieties of imported French cheeses. And, to impart knowledge of what sets them apart as a unique group and strengthens their competitive position in the growing specialty cheese category. The US campaign is managed by agency of record Jaffe & Partners.

Source: The Cheeses of France Marketing Council

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