Partnership with a hotel/restaurant chain

The French pork meat forms an association with the "Logis de France" (Federation of inns and small hotels)

Promoting the consumption of French Pork and making the variety of cuts and ways of cooking the meat known to a broad range of decision-influencers by optimising the cost per contact.

Sopexa's solution

Organising and setting up a joint operation with interested restaurants in the Logis de France chain - a culinary week in June 2002 on the theme of "Pork - I'm the chef!" including:

• a significant increase in restaurant managers' awareness,
• a recipe competition for chefs,
• a "restaurant promotion" kit with a free competition for guests,
• a press relations operation in partnership with the regional and departmental Logis de France Associations.

Results

• 870 participating Logis de France restaurants.
• More than 250 recipes specially created by Logis de France chefs.
• 175,000 counter cards and 90,000 recipe booklets distributed.
• 3,000 entry forms for the guest competition.
• Coverage verified in 54 different press articles.

A much greater variety of cuts offered and several regional and local event-driven initiatives promoting the product (according to 220 returned assessment forms).