Winning back consumers and opinion leaders

End of a crisis

In the European Union and France, the beef sector was severely hit by the BSE ("mad cow") crises, particularly the second, in November 2000, which brought about an unprecedented drop in consumption throughout France, Germany and countries in Southern Europe.

Sopexa's solution

When the situation was at its most serious in the autumn of 2000, the watchword was «Reassure and Inform». In 2001, the strategy aimed at winning back professional and consumer confidence on the one hand, and on the other, rebuilding the image of French beef by focusing on transparency. The anxiety caused by the BSE crisis revealed new consumer expectations (information about product origin, breeding conditions, animal feed, food safety, symbol of Quality, etc.).

Along with the Inter-professional Associations and French companies, Sopexa played an active role in implementing and establishing the specifications governing Young Beef Cattle exports.

Press Relations: press conferences and press releases; Portuguese, Dutch, Italian and Greek journalists travelled to France (excursions to farms, slaughter houses, cutting rooms, points of sale, etc.). Advertorials were inserted in the trade press of each country.

Operations for professionals:

• Many trips by buyers to France; information seminars; Personalised meetings with the main Portuguese, Italian and Greek mass market chain importers and buyers: distribution of sales aids; Meetings with representatives of traditional butchers;
• Specific operations: Charoluxe video promoting the beef production sector as a whole; joint Interbev/Charoluxe stand in Germany and Italy;
• Sales aids and information letters sent to players in the mass retail market and largest importers.

Consumer operations:

• POS promotion in mass retail outlets of each country; More than 400 meat tasting days in German mass market stores.
• Advertorial communication campaign on television and in the Milan underground railway system;
• Advertising and advertorials in the general interest press (Greece, Italy and Germany).

Results

• Recognised by countries such as Germany, Italy and Portugal, the new Young Beef Cattle export specifications are a means of delivering a comprehensive message about breeding practices in line with the strategy of reassuring consumers.
• All the operations undertaken on the 5 main beef export markets aimed at both professionals and consumers, highlighted the specific nature and health guarantees offered by French products.