Don’t forget milk farmers, the people who make it possible!

A campaign to support the French farmers

Dominique POISSON - CNIEL, France -Marketing Conference IMP YB Trophy – Rotterdam 18 October 2016

Context in France - January 2016

• Dairy Sector: 70 000 dairy farmers and 450 000 jobs

• The global milk crisis affect the French dairy farmers

• A crisis in milk image in addition to economic problems

• The dairy farmers need recognition and solidarity

• Request from our Board to implement an action usingexisting tools and speak to the dairy farmers at the end of February during the International Agricultural Show

Objectives

1. To answer the request from our Board

2. To get the message across to three different targetgroups and convince them through the samecampaign

To remind the public that the dairysector is a major asset to French economy

KOLDairy farmers General public

Demonstratesupport

to farmers whoseek recognition

- Raise awareness on dairyfarmers‘ economic roleand hard living conditions - Encourage milk & DP consumption

To draw attention to theirresponsibilities

Analysis of the problem and opportunityTwo French surveys, a double perspective

How the dairy farmerssee themselves

How the public see the dairy farmers

How French dairy farmers see themselves

BUT

Source Adequation 2013, 832 dairy farmers

93 % consider their activities as essential

77% suffer

from a lack of recognition of

their work

For 55% their

work isnot profitable

51% are not

confident in the future

How the public see the French dairy farmersMisconception and lack of awareness

47 %Know how a dairy farm

works

51 %Know how cows are fed, what theyeat, how milk is collected

Source IFOP 2015

…but French people have a good perception of dairy farmers

Basically the French have confidence in

agriculture

67 %dairy farming

69 %dairy farmers

76 %

Strategy and its rationale

• Use a current campaign and adapt it

• Communicate during the French International Agricultural Show in February

800 000 visitors incl. our targets: dairy farmers, public and leaders

Print TVC

Full page in the main

dailynewspapers Social media

Don’tForgetMilkProducers

3 mediaPrintad

Message 2Sustainability

Message 4Let’s be supportive

4 Key messages

1. Milk is life.

2. Life of the French regions.

3. But today, dairy farmers are in crisis, jobs are being threatened and rural economicactivity is in the midst of disappearing.

4. Let’s join forces for France, land of dairy.

Message 1 Vital part of our diet and pleasurefor million consumers every day

Message 3 Economic and social rolefor employment particularly in rural areas

Results of the campaign

ImpactRecall

LikeabilityUnderstanding

Source TNS Sofres survey 1000 ITW 2016

The campaign has reached the targets

Coverage Ratio 74%Coverage ratio: 87%39 million contacts

OTS 7,6

DigitalPrint TVC

3,9 million viewsfor the video

60%of French people remember having seen a campaign about dairy farmers and milk crisis

In print or TVC

15

Recall above standard

16

85 % appreciated the campaign

56 %

15 %29 %

56 % LIKE Don't like

15 %

Enthusiastic 29%

French opinion – agree with the messageof support

Easily understandable

Milk crisis is an up to date topic

Shows the pleasure of eating DP

Gives a good image of dairy farmers

French dairy sector, an asset for economy

The information is credible

The campaign positively influenced public perception

Encourages me to support dairy farmers

Shows that dairy products are essential

I am supporting the dairy farmers

Encourages me to eat more dairy products

I feel very interested in this issue

It encourages me to talk about this issue

The campaign positively influenced public perception

3,9 million people reached

through the video

Conversation engagement

8 000 positive messages

1 000 new fans

20

Social media

Conclusion

• Dairy farmers: happy with this campaignand our Board as well

• General public much appreciated it• It played a vital role to increase the awareness of

the milk crisis• It encouraged people to support the dairy farmers• and to consume milk and dairy products

Thank you