Promoting French gourmet food pairings, wines and sensible drinking, in a positive way

Wednesday January 20 2021 by Vitisphere

 The 100% digital campaign will be rolled out on social media platforms Instagram, Youtube, Facebook and Twitter until the end of February. The 100% digital campaign will be rolled out on social media platforms Instagram, Youtube, Facebook and Twitter until the end of February. - Photo credit : DR

Modern and moderate. Under the strapline, “Good wine goes with everything, especially when it is enjoyed in moderation”, a colourful, digitalised promotional campaign for “the men and women of the wine industry” was launched on January 11. It is executed by Vin & Société, on behalf of France’s 21 wine marketing boards and 7 national industry organisations. Running on its own dedicated website, food-et-vin.com, the campaign revolves around artwork echoing 7 typical profiles of ‘foodist’ consumers. The monikers reflect as many approaches to food, from the Epicureans to the meat eaters and vegans: “gastronomaniac, gourmet veggie, barbecue master, street lover, ‘traditionista’, sweet tooth and aperitif lover”.

Each visitor profile can be defined using a quirky online questionnaire and is illustrated by a stylised and appetising photo of a dish (in the shape of a glass or bottle of wine) accompanied by four recipes and wine suggestions (from Bordeaux to Roussillon, via Jura and the Rhone Valley).

We could have provided more profiles of foodists, but the aim is to capture the imagination of our consumer communities and get their creative juices flowing around food and wine pairings”, explains Vin & Société chairman and Muscadet winegrower, Joël Forgeau. He feels that this purposefully “positive”, “lifestyle” drive connects wine culture with unfussy food. “Formal mealtimes with the mandatory check tablecloth are increasingly few and far between. We don’t want consumers to forget that wine is a vehicle for sharing, even if it’s only with a snack”.

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