Network motivation and media coverage.

Roquefort Société partners opinion leaders

The goal was to enhance the image of Roquefort among Spanish connoisseurs, in a market already cluttered with blue cheeses.

Sopexa's solution

Creating and organising the Grande Société des Amis du Roquefort (The Roquefort Appreciation Society) targeting economic decision-makers and opinion shapers.

The results

• This centre became Spain's most trusted source of information on Roquefort cheese, enjoying print media coverage over 200 times a year. Over 50 journalists have visited the cellar, and staff at the centre have had over 20 million contacts with consumers.
• A point-of-sale programme aimed at providing information for consumers concurrently extends this campaign to the general public.