Under the slogan "There are signs that do not deceive", the French National Institute for Designations of Origin and Quality (INAO) is launching a publicity campaign to boost awareness of the official quality and origin labels, whose popularity has been declining.
A communication campaign aimed at the general public.
"For almost 90 years, INAO has been promoting quality and origin policy through official quality and origin identification signs (SIQOs) in France, Europe and around the world. PDO, PGI, Organic Farming, Red Label and TSG are signs that convey strong values and commitments. But with the current inflation and the proliferation of food labels, consumers' decision to buy SIQO products has been waning. Although they are generally recognized, their significance needs to be highlighted and their visibility increased, especially among young people," according to the institute's press release.
Xavier Remongin / agriculture.gouv.fr
Making SIQO labels a benchmark for consumers
The aim of the communication campaign will therefore be to reposition these labels as benchmarks of trust for consumers, to develop their understanding and to offer them active visibility. In order to raise awareness of the official quality and origin identification labels, a communication campaign, financed by INAO, will be launched. The campaign is aimed at the general public, targeting young consumers. It could also be relayed by all those involved in these products, which are an indissociable part of France's food heritage. A number of initiatives are planned, culminating in Quality and Origin Week, which aims to raise the profile of SIQO products at points of sale.
A consumer visibility campaign will run from November 1st to December 7th, with advertising in the press, on social networks and through influencers, as well as on TV platforms. Quality and Origin Week, from December 1st to 7th, is a good time for promotions in the stores after the autumn wine fairs and before the holiday season. In addition, recipes with SIQO products will be posted on a cooking app with a large and young audience. Finally, in order to interact with consumers, they will be encouraged to take part in a competition where they will have to share photos of SIQO products.
For more information: INAO