The Cheeses of Europe Debuts MAKE IT MAGNIFIQUE Campaign in US – Highlights 7 French Cheeses



Campaign Features New Media and Creative Initiatives Designed to Grow Awareness for French Cheeses Amongst American Consumers

From grilled cheese to grilled steak, from brunch to “burger night,” any dish goes from GOOD to GREAT to MAGNIFIQUE with the addition of the Cheeses of France. It’s the core idea behind the new campaign, “Make it Magnifique,” which The Cheeses of Europe Marketing Council is delighted to announce has officially launched. To bring the campaign to life, The Cheeses of Europe elicited the help of celebrity chefs and former Top Chef contestants Angelo Sosa, Candice Kumai and Camille Becerra, each of whom created their own set of extraordinary recipes with accompanying 2-minute online recipe videos. With these videos, as well as “Fromage Lesson” Internet commercials, television commercials, online banners, magazine ads, in-store tastings, media events, a comprehensive cheese lover’s website, a cheese pairing app, and targeted PR and social media initiatives, the campaign will demonstrate that the addition of a French cheese can truly elevate a dish and “Make it Magnifique.”


“The goal of this campaign is to demonstrate to US consumers that the Cheeses of France can easily be incorporated into their own dishes at home,” states Laurent Damiens, Communications Director at CNIEL, the French trade body for dairy products that oversees the The Cheeses of France Marketing Council. “French cheeses may be consumed at any time of the day, are absolutely adaptable to American cuisine, and turn a simple meal into something magnifique.”


The new “Make it Magnifique” campaign will highlight seven French cheeses in 2014 (Brie, Camembert, Emmental, Raclette, Mimolette, Comté & Fourme d’Ambert), with a new set of French cheeses slated to be featured in 2015.


On June 30, the Cheeses of Europe debuted a new website that showcases these seven cheeses and more. The website includes the following: a glossary of the cheeses; a full catalog of recipes where consumers can search for recipes based on meal type (Appetizer, Main, Side, Dessert) and style of cheese (Soft, Semi-Soft, Hard, Blue); a list of online and in-store retailers; a listing of upcoming events (including events at the French Cheese Board, a new space in NY that will be utilized to promote French cheeses); and select videos featuring the celebrity chefs.


The twenty select 2-minute recipe videos feature celebrity chefs Angelo Sosa, Candice Kumai and Camille Becerra showcasing their favorite recipes utilizing the Cheeses of France, such as Mac and Mimolette, Grilled Steak with Fourme d’Ambert, Grilled Cheese with Emmental and Comté, Baked Camembert, Red Onion and Raclette Pizza and Ham and Brie Quiche.


In addition, on July 1, the Cheeses of Europe launched a six-week television ad campaign in the NY Tri-State Area, The ad will run on NBC, HGTV, Cooking Channel & Food Network, and utilize the eight fromage lesson commercials.


“The Make it Magnifique campaign is based on a simple and honest truth — any occasion, any recipe, any dish is made better when you add French Cheese,” continues Damiens. “By incorporating French cheeses into your everyday dishes, you, too, can be a celebrity chef at home.


About The Cheeses of Europe Marketing Council

The Cheeses of Europe Marketing Council is a group of dedicated industry and promotion agency personnel led by the Centre National Interprofessionnel de l’Économie Laitière (CNIEL, the Marketing and Research Board for French Dairy Products) and the European Union. The Council’s mission is to create awareness about the variety of the cheeses of France available on the US market and the multiple ways that American consumers can incorporate the cheeses into their diets, their recipes and their lifestyles.


The Marketing Council develops national and regional programs to build awareness and demand for The Cheeses of Europe throughout the United States and the world. The goal is to create an appealing impression of imported European cheeses that sets them apart as a unique group and strengthens their competitive position in the growing specialty cheese category.


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