Fromages d'ici
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | September 2007–April 2008 |
Start of Advertising/Communication Effort: | September 2007 |
Base Period for Comparison: | Same Period YAGO |
a) Introduction
Since 2005, the Quebec Federation of Milk Producers (QFMP) has had the mission of promoting Quebec cheeses. It is a stimulating and demanding communication challenge for two reasons:
the competitiveness and reputation of French products is well-established
the sheer variety of products demands a unique, effective and efficient strategy.
The new campaign, which started in September 2007, had to maintain and even surpass the previous success of “La Rumeur Court” (There's a rumour...