The Cheeses of Europe signed a two-year extension with the United States Tennis Association as the “Official Cheese Sponsor of the U.S. Open Series” through 2020. This three-year partnership includes a significant presence at tournaments in Atlanta, San Jose, Cincinnati, and Winston-Salem.
Building on last year’s success, each US Open Series event (usopenseries.com) will allow fans to taste and learn about the delicious world of cheeses from across Europe. On-site product sampling will feature 15+ premium European cheeses including Brie, Camembert, Emmental, Comté and Mimolette.
The campaign, created in partnership with New York City-based marketing agency Fifteen Degrees, showcases a digital ad campaign, unleashing the secrets of these unique and time-honored cheeses. From fun facts to easy recipes and life hacks, each secret sheds light on how consumers can transform everyday meals or occasions into something magnifique.
The Cheeses of Europe offers a free app, available on iOS and Android phones. 20,000 locations were added to the point-of-sale store locator this year. Other features include how to pronounce each cheese, where they are produced from, the best wine or beer pairings, and an interactive cheese plate generator.
The campaign also includes video recipes, digital content, display advertising, and ongoing social media awareness and engagement. To complete the circle of awareness and trial, hundreds of in-store tastings will roll out in supermarkets across the country.
“After a successful outcome in the year 2018 we are looking forward to coming back for the next two years,” said Charles Duque, Director of the French Dairy Board for the America. “We’re excited for people to try our cheese for the first time as well as for returning attendees”.
For access to recipes, secrets, and videos, connect with Cheeses of Europe on Facebook, Twitter, Instagram, and online at cheesesofeurope.com or through the app.
About Cheeses of Europe:
The Cheeses of Europe Marketing Campaign, orchestrated by CNIEL (The French Dairy Inter-Branch Organization) and co-funded by the European Union, was designed to create aware-ness for the variety of European cheeses available in the US market and to suggest ways that American consumers can incorporate those cheeses into their diets, recipes and lifestyles. The campaign’s goal is to increase the appeal of European cheeses and strengthen their competitive position in the growing specialty cheese category.