Creative strategy
To shake up the image of French cheese, our teams traveled to some of France’s most famous music festivals to offer young audiences generous tasting experiences.
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350K+
Festival-goers
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8
Different types of French cheese
Operational strategy
During the summer of 2023, festival-goers had the opportunity to indulge in a gourmet interlude by stopping off at our eco-designed wooden bar, entirely dedicated to cheese.
This unique tasting venue offered an opportunity to discover and appreciate the wealth of French and regional cheeses, awakening curiosity and interest in this culinary heritage.
Festival-goers were invited to take part in a blind cheese quiz and fun tasting games with our cheese expert Meilleur Ouvrier de France (Best Craftsman of France) François Robin.
