Passion Crales Nuffield 5 March 2015 Passion Crales in a few words - - PowerPoint PPT Presentation

Passion Céréales

Nuffield – 5 March 2015

Passion Céréales in a few words

Association to inform the general public

Publicise the cereal industry from the cereal producer to the products derived from cereals

Represents all players in the cereals industry: Producers, cooperatives, traders, first and second processors (millers, maltsters, starch producers, semolina producers, animal feed) Administered and controlled by the producers and representatives of the industry organisation

Cereals and Food

Two main communication angles

Trades and territories

Press & New media Territorial authorities Teachers Public authorities

Players in the sectors General public

RESOURCES CENTRE.

A strategy that relies on 5 relays

Press & New media Territorial authorities Teachers Public authorities

General public

RESOURCES CENTRE. @: the various Passion Céréales sites

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A strategy that relies on 5 relays

Players in the sectors

Five tools to inform

Cereals and Food Trades and territories

Focus on some actions

Contributory agriculture

Influence and opinion communication programme Since 2009. (TRADE strategic angle) In collaboration with the other major crop producers

Analyse the Agriculture-Society relationship

Analyse the Agriculture-Society relationship

Observation:

• Difference between the perception of agriculture by the general public and

the reality.

• Need to better inform influence targets (opinion leaders, politicians,...)

Objective:

• "Change of posture" to win over public opinion and seduce the general

public (abandon the justification stance to adopt an attitude of dialogue) Action:

• Position agriculture as a "solution" in a collection of

statistical data In the face of future challenges, a contributory agriculture. Result:

• In 5 years, distribution of 50,000 documents to
• pinion leaders.

Activate expert circles

Activate expert circles

Observation:

• The voice of the agricultural world cannot be heard in society.
• Scientific debate is becoming increasingly controversial in the media.

Objectives:

• Change speakers to say what we wish to say.
• Have "non-agricultural" experts talk about agriculture to a "non-agricultural" public.

Action:

• Series of meetings with sociologists, geopoliticians,

philosophers, economists, opinion leaders... Result:

• Experts who place agriculture in the sphere of

influential audiences

Federate and consolidate networks

Federate and consolidate networks

Objective: Encourage experts from outside agriculture to reflect on agricultural issues.

Actions: 3 collective works produced:

• Farmers are not going away any time soon
• How to Feed the World?
• Territories to think about

Distributed to policy-makers and in bookstores. Result:

• 15,000 copies of works distributed a network of

active experts.

Spread distribution!

Objective: Spread the ideas of the programme to the opinion relays, the press and politicians as much as possible.

Actions:

• National and international symposia
• Radio chronicles with opinion leaders
• Press conferences
• Ad hoc studies
• Expert interventions in major media

Result:

• A maximum resonance for the programme

Spread distribution!

SNCF GIVES YOU THE KEY TO THE FIELDS

• SNCF / PASSION CÉRÉALES PARTNERSHIP

A landmark sentence in an exchange with the sociologist Jean Viard: "Agriculture, in fact is what we seen out the window of the train".

Origin of the project

Objective Take back the concept and transform the train window into a genuine "agricultural and rural knowledge screen" for young travellers. Principle During the Spring and Summer, propose a partnership with the SNCF to design an "observation notebook" for young children: Look out the window, discover the agricultural landscape and learn to recognize what makes farmers work in the fields

Objective and principle

The heart of the exercises: THE WINDOW OF THE TRAIN. It is considered as "a knowledge screen".

• Travel time is conducive to a relationship of trust and calm between parents and children, the
• pportunity to position the agricultural issue in a serene context.
• Occupying the children during the trip is the priority for many parents!
• The diversity of agricultural landscapes greatly increases the number of ways to tackle the

contents of the book.

• A partnership with SNCF can give a major boost to the deployment of the project.
• The guide would enable a global approach to the main crops (systemic approach).
• "Experiential" marketing" is a strong trend in current communication actions.

Success factors

An educational booklet is at the basis

• f the system

Observation activities through the window of the train Games to discover agriculture Language games for the special "Paris-Milan" edition Social network contests

Using the book

Alone and with the parents In a duo: with an SNCF minder In a duo: with a farmer

Use of complementary tools: brochures, goodies, seeds, finished products... Dramatic approach to the trains: window outline sticker, POS advertising, boarding...

One-off operations: contests (MCQ, drawings)

Media and non-media plan

• Press relations around the operation
• Websites and social networks
• The booklet is present in TGV train ticket sale stores
• Partnership with children's menus in the restaurant-

cars

• Flyers in the TGVs
• Micro-ads on board
• Distribution of the booklet in stations at the time of

mass departures

• Special distribution to TGV services for families

IN IMAGES AND COMMENTS

"See mum, I'd be bored stuck here if there wasn't this. But there, I'm having fun! " "Well done for this fantastic initiative". "It's nice that the SNCF offers this kind of activity, thank you very much" "Can I too have a notebook for my trip? Can I have two more please for my grandchildren who I'm going to visit?" "Thank you for this initiative that meant my son did not spend the entire trip on his Game Boy!"

Results

Quantitative review

• 3 editions
• 180,000 booklets distributed
• 18 TGV events with farmers
• 150 mentions in the press

Qualitative review:

• Positive and sympathetic reception: Customers were

surprised by such an initiative but were very happy to be able to take part with their children

• The theme and the presence of the farmers was greatly

appreciated: children were captivated and the parents also learned a lot

• Children / grandparents target looking for this type of event

to occupy their grandchildren

Tools for agricultural professionals

Tools for agricultural professionals

• "Trailer stickers"
• Small signs in the fields
• Tents and animation panels made available for

regional events

Tools for agricultural professionals

 Passion Céréales a partner for development of the Perf’Alim tool.  Leadership of a public communication awareness module  Training 2.0

Thank you for your attention To contact us

contact@passioncereales.fr 01 44 31 10 78