Fromages d’ici

Since 2005, the Quebec Federation of Milk Producers (QFMP) has had the mission of promoting Quebec cheeses.

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...

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