26/08/09

The Guinea Fowl: so full of personality!

At the end of the summer holiday season, the Guinea Fowl is going all out to jazz up its image and win over new consumers.
To meet the needs of the French Guinea Fowl Industry Association (CIP), Sopexa is implementing a programme to boost sales in the Guinea Fowl category, in partnership with 3 retail chains (Auchan, Leclerc and Système U) and restaurant & catering companies.

Highlights of this new campaign:
A modern, glamorous and distinctive new creative concept in the shape of a specially designed, attractive and educational POS advertising and information programme.
A guide for industry professionals and a magazine targeting hospitality management schools to showcase the various professions in the field.
Guinea Fowl ambassadors will meet 200 department managers from selected hypermarkets in order to extend the range of products, heighten awareness and boost sales. Sales drives at these retail chains will be supported by promotion in store circulars, merchandising incentives and cooking shows.
A new website, www.la-pintade.com , to come online in mid-September, will present all the latest industry news, show why the Guinea Fowl is so special and offer a full range of easy recipes using breasts, drumsticks, thighs and other cuts.
A deliciously successful cooking & tasting workshop (for journalists and bloggers) was held in June. All of these operations will be supported by various press relations activities (press releases and newsletters).