“To meat the whole family”, ie to reach the meat addicts: male adults with an enjoyment approach as well as the gate keepers: mothers who are more sensitive with the health issue for her children and herself. 4 steps in the “meat the whole family” media plan:First step: communication launch with a mass media such as TELEVISION3 humorous and sarcastic copies presenting frustrated people in order to reach all the members of family and to recreate envy.

The TV objective to maximize the brand’s visibility was accomplished by a multi-channel strategy and a TV program scheduling naturally focused on the family universe. A familial strategy cumulated with very strong performances: 1188 GRP All 25-49, 92% reach 1+, 12.9 OTS for the 3 waves between May 01 & February 02.Second step: On top of TV Bursts, PRINT CAMPAIGNS have been set up with the aim to develop a more educational message about CHARAL : its qualities, its know-how…Campaigns in TV guides and women mags that achieved the main goal: giving back signs of reinsurance to parents.Third step: A tactical presence on the International Agricultural Trade Fair at the end of February 02. This event considered as a the biggest French farm, is in fact a lively, educational, fun and convivial place.

A mediatization of CHARAL taking part in this Trade fair was implemented to recall the presence of the Brand and its location within the 134.000 m² & the 1300 show-stands.This idea was translated into a poster campaign in the Paris Metro as close as possible to the event. All means of Posters indoor in the Trade Faire Station were used: platforms, corridors, entrance doors and stairs.The results were very positive with a high crew attendance on the Brand’s stand (twice more people than last year) and the building of a trusting relationship between CHARAL and consumers.Fourth step: Setting up a long lasting relationship via a TV Sponsorship Operation in line with the Poster campaign.

A 26 weeks activity with the sponsorship of the program “E=M6”, which is a real consensual weekly broadcast based on scientific popularization (explanations of everyday-life phenomenon). This link with E=M6 allowed to strengthen the brand’s credibility with a scientist caution and also to create proximity vis-à-vis the consumer. To recommend the Brand, to communicate in a critical environment (healthy & economical issues): BSE – GMO – ecological accidents & scandals – foot-and-mouth disease, while using non-classical codes appropriate in a crisis communication.Indeed, in early 2001, in the consumer’s mind, eating red meat was considered as a risk, almost like having relationships without condoms.The main idea, on both creative and media point of view, was to arouse the envy to eat red meat.Client and agency worked together along the whole process led by the media Planner. Several working sessions were conducted with the creative and account Management teams from Leo Burnett agency in Paris.Looking at the share of market, Charal communication should be the winner:During the crisis: April 2001 vs. April 2000: -20% for the global meat market, -10% for fresh division of CHARAL, -30% for frozen division of CHARAL.After the 2001-2002 CHARAL communications:April 2002 vs. April 2001: in a steady global meat market context, CHARAL is back to growth with almost +9% for fresh division and +20% for frozen division of CHARAL (internal sources). Three levers have been identified by our team and we managed to transpose them into actionable events.

a) PLEASURE : to eliminate fears and recreate envy via TELEVISIONb) SAFETY : to implement a proximity relationship between the consumer which aims to increase the brand’s credibility via POSTERS & TV SPONSORSHIPc) QUALITY : to develop specific message on the Brand commitments (business experience) via PRINT.

To recommend the Brand, to communicate in a critical environment (healthy & economical issues): BSE – GMO – ecological accidents & scandals – foot-and-mouth disease, while using non-classical codes appropriate in a crisis communication.Indeed, in early 2001, in the consumer’s mind, eating red meat was considered as a risk, almost like having relationships without condoms.The main idea, on both creative and media point of view, was to arouse the envy to eat red meat.Client and agency worked together along the whole process led by the media Planner. Several working sessions were conducted with the creative and account Management teams from Leo Burnett agency in Paris.Looking at the share of market, Charal communication should be the winner:During the crisis: April 2001 vs. April 2000: -20% for the global meat market, -10% for fresh division of CHARAL, -30% for frozen division of CHARAL.After the 2001-2002 CHARAL communications:April 2002 vs. April 2001: in a steady global meat market context, CHARAL is back to growth with almost +9% for fresh division and +20% for frozen division of CHARAL (internal sources).