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    • CNIEL picks Sopexa as its communication agency for the Middle East and Australia

    CNIEL picks Sopexa as its communication agency for the Middle East and Australia

    14 January 2019Food

    Following a call for tenders, CNIEL has chosen Sopexa to design and run communication campaigns to promote cream and cheeses produced in the European Union. Co-funded by the EU, these campaigns will be run over a three-year period, starting in January 2019.


    In the United Arab Emirates and Saudi Arabia, the agency will run an influencer communication campaign to promote European cream. The drive will primarily target foodservice-industry professionals – chefs, purchasers and private in-home chefs – as well as influencers. In order to boost awareness of cream and the ways it can be used, the campaign will showcase the product as a natural, authentic ingredient essential for baking high-quality pastries. 


    In addition, Sopexa will also orchestrate B-to-C drives to highlight French and European cheeses in four Middle Eastern countries – the United Arab Emirates, Saudi Arabia, Lebanon and Kuwait – as well as in Australia. The campaigns aim to train these countries’ “foodies” on the wide range of European cheeses in order to firmly establish them in the local food cultures and to increase the frequency of cheese consumption. An influencer campaign (featuring PR, digital and shopper marketing actions) will be rolled out at high-profile events, namely the second edition of Sydney’s Bon Fromage Festival in October 2019 (with an expected 7,000 visitors). 


    © V.RIBAUT / Les Studios Associés / CNIEL