This is the first time for French farmhouse dairy producers. Last month the 20 second-advertisement funded by the French Organic Agency (Agence Bio) reached 1,6 M views on French TV replay platforms. The spot was created from scratch by ANPLF, an association representing over a thousand Farmhouse dairy producers across France, with a notably large proportion of 30% in organic production. The main objectives were to gain exposure for all types of dairies produced on farm and reach new consumers all over France.

The project was launched in Winter 2024. A team of producers worked directly with a media agency and a communication agency to create the video and choose the best media strategy. Within the indicated budgetary limits of 75.000 €, the team decided to go for a shorter video in order to reach a larger audience by targeting TV nationwide.

As for any communication campaign, the challenge was to choose a relevant and impactful message. Among a lot of topics chosen by farmers like quality, taste or the broader impact of farmhouse production on local economy and environment it was finally decided that the focus would be put on the price, profitable for the producer. Indeed, a profitable price is a strong and convincing argument considering the concerns raised by the farming community this year. Also it was the occasion to put forward a strong point for farmers who chose to process and sell their products directly off the farm: They decide of their own profitable price.

The producers took a meaningful part in the creative process of the video as they decided to go with the video collage process. All the pictures were provided by the producers themselves and the central person representing the farmers was embodied by a goat cheesemaker from Alsace.

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Further improvements need further investments and it would be to assess the efficiency in terms on both sales and the farmers opinion regarding the association. After this learning experience, the team would prefer to focus on developing other political, economic and environmental arguments in favour of the Farmhouse Dairy Sector like the job creation. In the meantime, the advertisement will be broadcast a second time on the French TV replay platform next March 2026, as repetition is a key element of success.