QSM PR Activity for French Market

AHDB France require work to develop awareness of Assurance and Quality schemes such as the Quality Standard Mark (QSM) for beef and lamb, and the PGI West Country (beef and lamb).

To ensure this is done effectively, AHDB require Press and PR agency that are able to provide the following service:

Press and PR with restaurants

A PR event with the Parisian food service sector

A PR event with supermarkets in France focussed principally on QSM/St George Lamb

For PR events for the Parisian food service sector, all field marketing activities are designed to increase the visibility of a selection of brands on menus where meat is positioned at the core centre of the menu. Outcome would be the visibility of British beef or lamb appearing on Parisian menus.

For joint Press and PR activity for meat restaurants in England and France, the agency would be expected to present an innovative project designed to increase awareness of the quality of beef and lamb and other food products (pork and dairy) in the food service sector in France and England. The focus should be around the complementarity of English and French food and drinks, on a high quality segment. The outcome would be to increase QSM and PGI WC with French and English restaurants.

For PR events for the retail sector, the agency should be able to present an activity/event designed to strengthen further the loyalty of supermarkets to St George lamb. This is done by the repetition of this activity, building loyalty between supermarkets and the St George brand, and also between shoppers and the St George brand. The outcome would be to consolidate the position of St George in the French retail sector and to develop a concept that strengthens loyalty of supermarkets across France to the brand.

The supplier must be fluent in French and have deep knowledge of fresh meat distribution in the food service sector in France and have strong experience and expertise in terms of marketing imported fresh meat in France. Also the agency must have good contacts with meat specialized food journalists, food writers and other key opinion formers in France and in England. It also should have a strong knowledge of meat restaurants on both sides of the Channel. Submissions will be accepted in English and French.

Additional information: Expressions of interest must be emailed to procurement@ahdb.org.uk for the attention of Sarah Jackson, quoting the ref 2015-116 QSM PR France. Once this is received, the complete document will be sent in either English or French upon request