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About

"Living on the wedge” is the slogan for the current French cheese campaign. The campaignis running across seven countries in Europe, including the UK. 

"VIVE LE CHEESE", A CAMPAIGN WITH A DIFFERENCE

It is funded by the French dairy producers regrouped within CNIEL (the Interprofessional Centre for the Dairy Economy) and FranceAgriMer, a national establishment for agriculture and fishery products, supervised by the French Ministry of Agriculture and Fisheries.The objective of the campaign is to raise awareness and make consumers more familiar with French cheeses, their flavours and styles and, above all, the ways in which they can fit into a modern European lifestyle, adding a certain “je ne sais quoi” and pleasure to every day moments. The tone and style of the campaign elements are deliberately fun and accessible in order to appeal more to a younger age group (18-35).

We have created six recipes which will give you an idea of how we see these cheeses fitting into a typical British way of life, which we hope you will use.

There are over 1,000 French cheeses in existence, however, in order to simplify the message to the consumer, this campaign picks out four key French cheeses, giving them each a personality and character. In the UK the four characters are :

  • Eddie Emmental
  • Becky Brie
  • Cara Camembert
  • Elliot Epoisses

       

These characters will be used throughout the communications campaign to bring personality and life to the key message of “living on the wedge”.

French Cheese Online

One of the major tools for the campaign is a dedicated website www.vivelecheese.co.uk. A great deal of information about French cheeses, as well as the campaign itself, will be posted on the website. The site will be interactive with games, a Facebook fan page and a Twitter profile. We will also invite you to view our cooking web videos, featuring our ambassador and a chef.

Visitors, both trade and consumer, will be encouraged to participate by posting their own experiences about living well with French cheeses.

Finally, we thank you for looking at this information, and encourage you, if you haven’t already, to contact us so that we can share with you the joys of French cheese.