News
There are signs that do not deceive: a communication campaign for the general public to promote SIQOs
The INAO rolled out a participative, general public communication campaign on the 5 official signs of identification of quality and origin (SIQO) in autumn 2024. It particularly targeted young people aged 20 to 35. The campaign culminated in Quality and Origin Week, from December 1 to 7.
Articulated around a common slogan ("il y a des signes qui ne trompent pas / signes officiels de confiance"), this campaign aims to direct consumers, faced with the multiplication of labels, and highlight the 5 SIQO :
- Protected Designation of Origin (PDO)
- Indication géographique protégée (IGP)
- Traditional Speciality Guaranteed (TSG)
- Label Rouge
- Organic farming
The campaign was designed to be cross-functional, to be fully integrated into the communication systems of all players involved in the life and promotion of official quality and origin identification signs.
A multi-media campaign
- Press inserts in Dr Good, c'est bon, Cuisine actuelle, Ça m'intéresse, Prima and Femme actuelle magazines;
- TV Replay advertising campaign on TF1
- TV show ConsoMag on SIQO broadcast on France Télévisions channels
- Educational video on Brut
- 100% SIQO recipes on the personalized menu and shopping platform JOW
- Collaboration with 4 gourmet and hedonistic influencers to promote SIQO on social networks:
- Justine Piluso, former Top Chef finalist and fan of responsible cooking
- Alexandre Czeh, aka La Bonne Pitance, talented charcutier
- Margot Ducancel, aka Rouge aux lèvres, sparkling oenologist
- Céline Duhamel, aka Les Yeux Grognons, creative pastry chef
- Consumer awareness campaigns in several hundred supermarkets and hypermarkets, right at the point of purchase.
- Set-up of a SIQO competition
- Advertising spot broadcast on TF1 and on social networks:
SIQO players invited to join the process
All organizations, partners, distributors, institutions and interprofessional networks involved in SIQO are invited to take part in the campaign and continue their actions in 2025.
To do so, you can relay the information, deploy your own tools based on common elements. A partner kit and campaign guide are available at https://www.campagne-inao-2024.fr/.
Customize the visuals to your products and together let's give SIQOs the visibility they deserve. Indeed, the success of this campaign depends above all on the mobilization of all those involved in promoting SIQO products.
