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    • Sopexa
    • European cheeses to conquer festival-goers

    European cheeses to conquer festival-goers

    For 3 years, Sopexa will carry out a European communication campaign in favor of European cheese and more particularly French cheese. This campaign, directed by the CNIEL and co-financed by the European Union, aims to reach out to consumers and different festival audiences in order to familiarize them with different cheeses in a fun, generous and entertaining way.

    Thus, from 2022, European cheeses will be present at various music festivals in France. This year, they have been promoted to thousands of festival-goers at the We Love Green festival (from June 2 to June 5, 2022) and at the Vieilles Charrues festival (from July 14 to 17, 2022).


    The “cheese break” between concerts

    Between two concerts, festival-goers were able to visit the stand dedicated to the clear title “Have a cheese break” in order to take advantage of the various activities offered.

    The festival-goers were invited to exchange with a cheese expert who proposed them cheese tastings while explaining their origin and their manufacturing… Between 7 and 8 kinds of cheeses were presented on the stand during the two festivals: Comté, Cantal, Tomme de Savoie, Mimolette, Brie de Meaux, Sainte Maure de Touraine, Chèvre, Hirel… And the visitors had the choice between worked and raw bites in order to discover the agreements of these products.


    Leave with a souvenir

    The festival-goers could also win different goodies made in the EU especially designed for the occasion by answering questions from the cheese expert during the “cheese quizzes”.  

    And for even more memories of their cheese break, visitors were able to leave with photos thanks to the photobooth installed on the stand.

    This completely personalized photobooth had a background in the colors and codes of the campaign, “bubble” accessories with “offbeat” messages such as “age doesn’t matter unless you’re a cheese”, fake cheeses and wooden boxes placed on the sides to recall the world of grocery stores/creameries. It delighted the festival-goers who came by the hundreds to have their picture taken.


    An eco-designed stand

    As Sopexa is committed to responsible events, an eco-designed wooden stand (French wood from sustainably managed forests) was created as part of its participation in the 6 music festivals planned during the 3-year campaign. This stand of 20m2 was realized with the colors and the graphic universe Europe Home of Cheese.


    Key figures:

    We Love Green (Paris) :

    • + 100 000 festival-goers. +10 000 on the stand.
    • + 8 600 bites distributed
    • 422 photos taken at the photobooth
    • 2550 goodies distributed


    Vieilles Charrues :

    • 280 000 festival-goers during the 4 days 
    • +11 100 appetizers distributed
    • 831 photos taken at the photobooth
    • 41 130 goodies distributed


    The presence of the “Have a cheese break” stand allowed festival-goers at Vieilles Charrues and We Love Green to discover cheeses, especially those they are not used to eating, while offering them a fun and educational moment on the theme of cheese.