Design and implementation of a ... - filiere-laitiere.fr · Collective Information and Communication Campaign EU Butter in the United States of America 2019-2021 Page 2 / 33 LE CNIEL:

SPECIFICATIONS/BRIEF

Design and implementation of a collective information and promotional campaign for European Butter

in

THE UNITED STATES OF AMERICA

2019-2021

BUYER: CNIEL Contact: CHARLES DUQUE CNIEL/FRENCH CHEESE BOARD 428 BROADWAY NEW YORK, NY 10013 +1 646 645 0220 [email protected] PROCUREMENT TYPE: Open Tender

mailto:[email protected]

Collective Information and Communication Campaign EU Butter

in the United States of America 2019-2021

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LE CNIEL: CENTRE NATIONAL INTERPROFESSIONNEL DE L’ÉCONOMIE LAITIERE

The CNIEL is an association created in the cow's milk sector, in 1974, by the national organisations representing milk production and processing. Acknowledged by the European Union and French law as an interprofessional organisation, the CNIEL helps to promote cow's milk and its derivative products (cheese, cream, etc.) in France and abroad. The information and communication programme that is the subject of this contract is co-financed by the European Union and the CNIEL.

ARTICLE 1: PURPOSE OF THE CONTRACT

The purpose of the contract is to design and carry out a collective information and communication campaign in favor of European butter in the United States of America 2019-2021. This communication and information campaign is co-funded by the European Union and the CNIEL. The communication programme was accepted by the European Commission in November 2018. The programme is scheduled to be implemented over the course of 2019. The contract will be signed during the first half of 2019. The services will be performed in USA. Details of the activities are given in ARTICLE 4.2 The graphic axis validated by the European Commission will be provided to the agency awarded the contract.

ARTICLE 2: DOCUMENTS MAKING UP THE CONTRACT

The documents making up the contract are as follows, in order of priority: - The deed of commitment signed by the parties, to which is attached the schedule of unit prices (SUP), - These specifications and its appendices, - The successful tenderer's bid.

ARTICLE 3: CONTEXT OF THE CONTRACT

Following the agricultural crisis affecting European dairy products, the continuance of the Russian embargo on European agricultural and agro-food products, It is urgent for the dairy sector to find new outlets in third countries and to accelerate the development of certain promising third countries in terms of the market for EU butter, In order not to stifle the European market, to ensure that the sector as a whole keeps its production and therefore its income, and to promote European butter to support target country’s market and consumption to better position it vis-a-vis other imported butters.



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THE WORLD MILK SITUATION While the overflow reached 6 billion liters at the beginning of the year, output continued to increase in 2015. The increase in the first half, reached 3.1%. All the major players - the European Union, North America, Australia, and New Zealand - have contributed. However, the EU, world leader, more so than the others. China's demand, which does not yet have the means to guarantee the sanitary quality of milk, stimulated enthusiasm then suddenly, its demand, was cut in half. In both New Zealand and Europe, dairy farmers are suffering from a slowdown in purchases from China, who after buying milk powder at high prices in January eventually built up stocks. In New Zealand, milk prices on the world market have decreased by 30%. New Zealand producers saw their income dissolve from 430 € per ton in January 2014 to less than 200 € today. Add to this the effects of the Russian embargo and the 250,000 tons of European cheeses that have engulfed the market. World demand continues to rise [+2.1%], but supply has increased too [+3.1%]. Falling prices in Europe has only encouraged producers to increase their production. One liter of extra milk does not require investment: the immediate way to offset falling prices is to increase volumes. As a result, world prices for butter and powder dropped from -10% to 2,217.50 euros per ton for butter and -5.6% for powder in the first half of the year. Milk collection for the world's top five producers rose 1.2 percent to 165 million tons in the first seven months of 2015, as reported by FranceAgriMer. Of these five producers, the European Union, the United States, New Zealand, Australia and Argentina, only the last one saw its production fall. The others increased their collections by between 1 and 2%, and by 5.4% for Australia. The process of CAP (Common Agricultural Policy) reform in the European Union cannot be dissociated from the changing pattern of global demand for agro-food products. Since the early 1990s, the European Commission has acknowledged that growth in world demand will stimulate markets for agro-food products. Policy reforms have, been designed to ensure that European dairy sectors are more competitive in world markets. With the EU dairy sector reforms reaching the final stage of implementation, the sector is preparing to serve growing world markets for dairy raw materials and value added dairy products, butter, cream and cheese, relying heavily on the reputation of European dairy products in terms of quality and safety. The process aims to find opportunities for increasing or even maintaining milk production following the abolition of production quotas in 2015. Overall, the Commission's forecasts indicate that the abolition of quotas steers to an increase of the EU's annual milk production of some 9 billion liters, mainly in Denmark, France, the United Kingdom, Ireland, the Netherlands and Germany. No less than 67% of this increase in production (more than 6 billion liters) will have to find outlets outside of Europe. The context of the global dairy sector can be seen as conducive to the pursuit of this strategy - milk production in emerging markets is growing more rapidly than in developed economies, but demand in these emerging markets is growing faster than supply. China and other Asian markets appear to offer the best export opportunities for countries producing a milk surplus, but the European dairy industry faces competition from other global exporters (mainly New Zealand and the U.S.) which have easier access to these markets and produce at prices that serve as benchmarks for world trade in dairy products. The European MILK sector and world markets In the medium and long term, Europe has an interest in developing the production and exports of value added dairy products such as butter. In the short term, however, exports of skimmed milk powder have been the driving force behind the growth of EU exports, and is expected to continue over the next few years.



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The US Butter Market Retail sales of branded butter showed gains on private label butter in the last year. Though dollar sales of private label butter increased 3.4%, unit sales decreased 1.3%, suggesting that retailers raised prices. The leading brands, Land O Lakes and Challenge, showed unit sales increases of 5.3% and 6.7%, respectively. Information Resources Inc., Chicago, reported the data for the 52 weeks ended Sept. 4, 2016. Overall, the butter products measured by IRI increased dollar sales by 5.8% on unit sale increases of 1.7%. The story is different for margarines and butter blends. Dollar sales of margarine dropped 2% and unit sales dropped 3.4%. The picture is worse for the much-smaller butter blends segment. Unit sales plunged 34.8%, causing dollar sales to plummet 25.1%. A growing appetite Annual per capita butter consumption has increased almost one pound in the last 10 years. In 2015, Americans ate 5.6 pounds of butter, compared to 4.7 pounds in 2006, according to the U.S. Department of Agriculture. After rising for six consecutive months at the end of 2015, butter prices dropped in January of this year. They rebounded for three months and declined again from May through July. In August, the Consumer Price Index for butter rose 1.5%. On the supply side, monthly U.S. butter production peaked in March of his year and has declined every month since then. Inventive new products Dairy processors continued to develop new products. Arden Hills, Minn.-based Land O’Lakes developed a pumpkin pie-spice flavor for sale during the holiday baking season. This limited-time offer follows the lead of ice cream makers and fluid milk processors, who regularly release new flavors based on seasons or events. In the October Dairy Foods, Land O’Lakes COO Beth Ford said the dairy cooperative’s research and development team is working on butters with added health benefits, such as Omega-3. Consumers seek foods with added healthy ingredients rather than those making “less than” claims. “We’re looking at that from a health platform perspective. We also look at convenience. We are looking at packaging types. There are a number of items, in our innovation portfolio, that will allow for continued growth. But as I say, we still are growing in that butter category and are growing above the category level at a healthy rate.” Grassland Dairy Products, Greenwood, Wis., is relaunching its flagship retail brand called Grassland. “The retail line will feature a fresh take on our classic packaging design. We have also monitored consumer demands and trends, and our brand will be rBST-free,” said Grassland President Trevor Wuethrich. New products from the Wisconsin creamery include a clarified butter packaged for retail consumers in 8-ounce cups. It is also packaging its premium foodservice butter for the retail market. Called Wüthrich, the 83% fat European-style butter is sold as one-half pound consisting of two quarter-pound sticks. It will also offer an imported, grass-fed butter from New Zealand called Mountain View as two quarter-pound sticks. In the United States, butter makers are promoting their products’ clean label, just as processors of other dairy products do. The butter industry is also touting research that has disproved butter’s reputation as a “bad” fat. “Recent studies showing the benefits of full-fat dairy will be a tremendous boost for dairy product sales,” said Maureen Lee, Grassland’s director of marketing and communications. “Millennials and the aging demographic are the largest population groups. Millennials and older adults are looking for simple, clean products with no additives, natural and shows a story behind the food. Dairy really exceeds that profile as a simple food that begins on a farm,” she said.



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What’s the industry talking about · Growth in branded butters · Flavored butter · Adding health benefits (Omega-3s, for example) · Domestic demand · ‘Fat’ is not a bad word · RBst-free and grass-fed · Lower retail prices Butter Imports to the U.S. from target countries

For data from 2017 to 2019, these are estimates and projections all other things being equal. est: Estimates 2016 based on developments in the first months of 2016 when data available proj .: Projections 2017 to 2019: projection of total imports from trends observed in 2011-2015 and distribution of this volume from the market shares observed (and estimated) from 2013 to 2015 for each supplier country. 1: In some cases, monthly import data of the target countries are not available to estimate 2016. In this case, the observed evolution of exports from the main suppliers to this target country during the first months of 2016 ²: Total import projections based on FAO / OECD projections

USA

Tons

2011 2012 2013 2014 2015 2016 est. 2017 proj.

2018 proj. 2019 proj.

World 1,2 6,306 8,520 6,035 13,300 23,593 28,707 28,798 27,542 26,297 New Zealand 3,353 4,010 2,330 3,047 3,123 3,123 4,080 3,902 3,726 EU 2,607 3,367 3,347 8,821 17,454 21,122 20,807 19,899 19,000

Ireland 1,319 1,943 2,248 4,015 8,566 11,117 10,403 9,950 9,500 Netherlands 418 291 0 3,158 4,901 2,916 4,818 4,608 4,399 Germany 25 23 175 259 1,646 2,558 1,959 1,874 1,789 France 298 481 373 777 1,014 2,598 1,926 1,842 1,759 Finland 0 0 0 44 428 845 578 553 528 Other EU 28 547 630 550 569 899 1,088 1,122 1,073 1,025

Others 347 1,142 358 1,432 3,016 4,461 3,911 3,740 3,571

Source: CNIEL using Eurostat, US Customs & OECD/FAO



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Butter Imports to the U.S. from target countries (with Campaign effect)

USAtons

2011 2012 2013 2014 2015 2016est. 2017proj. 2018proj. 2019proj.

World1,2 6,306 8,520 6,035 13,300 23,593 28,707 28,798 27,542 26,297

New Zealand 3,353 4,010 2,330 3,047 3,123 3,123 3,786 3,621 3,457

EU 2,607 3,367 3,347 8,821 17,454 21,122 21,383 20,450 19,526

Ireland 1,319 1,943 2,248 4,015 8,566 11,117 10,691 10,225 9,763

Netherlands 418 291 0 3,158 4,901 2,916 4,951 4,735 4,521

Germany 25 23 175 259 1,646 2,558 2,013 1,926 1,839

France 298 481 373 777 1,014 2,598 1,980 1,893 1,808

Finland 0 0 0 44 428 845 594 568 542

Other EU 28 547 630 550 569 899 1,088 1,153 1,103 1,053

Others 347 1,142 358 1,432 3,016 4,461 3,629 3,471 3,314

Source: CNIEL as per Eurostat,US Customs & OECD/FAO For data from 2017 to 2019, these are estimates and projections all other things being equal. est: 2016 estimates based on developments in the first months of 2016 when data is available proj. Projections 2017 to 2019: projection of total imports from trends observed in 2011-2015. This volume is then broken down according to market shares estimated based on those of 2014 to 2016 to which a campaign effect is added for the EU (+0.1 times the observed MDPs if they are less than 20% and 2% on the other hand). The gain in market share by the EU is then distributed in each member country according to its presence in the target market observed from 2014 to 2016. The other suppliers therefore show a loss of market share proportional to their presence before the campaign and to the gain of the EU market share. 1: In some cases, the monthly import data of the target countries are not available to estimate 2016. In this case, observed evolution of exports from the main suppliers to this target country during the first months of 2016 ²: Total import projections are based on FAO / OECD projections



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DAIRY PRODUCTION AND ECONOMY

• In 2023, world milk production is expected to increase by 180MT compared to the 2011-2013 reference years from developing countries.

• Prices for several dairy products have peaked in 2013, so adjustments are expected in the near future, followed by a rise in nominal prices in the medium term. In real terms, prices should fall. This situation therefore affects the entire European dairy industry. It is therefore essential and urgent to find outlets in third markets.

• Indeed, in developing countries, per capita consumption of dairy products is expected to grow at an annual rate of 1.2% to 1.9%. The increase in demand reflects the sustained increase in income and the spread of eating trends.

• A general increase in trade in dairy products is expected over the next decade. The increase in trade is mainly due to volumes exported by the United States, the European Union, New Zealand, Australia and Argentina.

• In the medium term, rising incomes and the globalization of food should lead to greater demand for milk and dairy products in developing countries.

• Growth in world milk production should reduce from 2.2% to 1.9% per year over the next decade. Dairy production will grow less rapidly in developing countries, descending from 3.6% to 2.8%.

• India should largely outstrip the European Union and become the world's largest producer.

• China, whose figures are much lower than those of India (production and consumption), is of crucial importance for all markets, even though its supply rate has fallen sharply. China still offers significant development potential through urbanization and sustained increases in household income. In 2023, consumption of dairy products is expected to increase by about 35%. Butter consumption could increase by 1.5% over the period 2015-2023.

ARTICLE 4: DESCRIPTION OF THE SERVICES

4.1 CONTENT

GENERAL OBJECTIVES IMPLEMENTATION OF A COLLECTIVE INFORMATION AND COMMUNICATION CAMPAIGN FOR EU BUTTER IN USA 2019-2021 TARGET COUNTRIES USA Implementation of the activities defined below in respect of the proposed budget. Details of the activities are given in Annex 1 ACTIVITY 1 – Project Coordination (Implementing Body) ACTIVITY 2 – Public Relations ACTIVITY 3 – Website, Social Media ACTIVITY 4 – Advertising ACTIVITY 5 – Communication Tools ACTIVITY 6 – Events ACTIVITY 7 – Point-of-Sale (POS) Promotion ACTIVITY 8 – Other Activities ACTIVITY 9 – Evaluation of Results (Evaluating Agency)



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PROGRAM STRATEGY OBJECTIVE 1: INCREASE AWARENESS AMONGST AMERICAN CHEFS & FOODIES

The target groups of the action are listed below. Strategies will be tailored and each will be reached with different activities of the action. This action will push to raise awareness and therefore usage and sales of EU butters by showing it as the butter of choice for culinary needs to pastry chefs, foodies, journalists/bloggers, key influencers, and importers/distributors/trade. OBJECTIVE 2: INCREASE DAIRY EXPORTS FROM THE EU TO THE UNITED STATES

The growth in sales and exports will come through consumer purchasing of EU butter, in-line with our message and current consumer trends such as all natural, grass fed, rBST-free, etc. to which EU products correspond. The current trend of locally produced European-style products attest to this existing demand. The primary and secondary targets will influence the consumer to tend towards EU quality products, in this case EU imported butters. The strategic choices to achieve the objectives are:

• Address the targets through influencer channels

• Communicate to the target groups new information on the European cultural dimension of butter which they may not always be aware of, with little knowledge of the excellent quality of butter from European agriculture

• Among the influencers, communicate data on the unique, individual, and thus authentic European butter. The bid must be written in English or in French and contain a technical and financial memorandum made up of a proposal based on these elements: Content Influencer marketing by creating content that will be valuable enough for chefs including pastry chefs to listen and share, then target professionals within their existing communities: online – for reach – and at events – for impact; then leverage the content created by influencers to spread the message to a wider foodie audience. By focusing creative and targeting energy to engage influencers to leverage existing communities and events, we will spread our message. This will be attained through 600+ recipe videos highlighting European butter, articles and social media posts (Instagram). Events Whether established or rising, get visibility amongst the influencers at key professional events; The ICC, StarChefs and Rising Stars Influence the up-and-coming professionals at key culinary schools. 3 400+ key chefs and influencers engaged per year.



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Foodies Twenty-nine million Foodies/Food Adventurers, affluent (salary $75K+), urban (New York, Los Angeles, Boston, San Francisco) and food pros. American Foodies are 35+ years old, with a strong 40-50 year old audience, very often parents and skewing female. They cook daily to “express their creativity” and to impress others, and they use social media (Facebook & Instagram) to show-off their skills. They purchase mostly in supermarkets but are very interested in the origin of their foods as it allows for more showing off opportunities. They get their information online or via direct influencers (chefs/press/word-of-mouth) and very little via traditional media. Journalists/bloggers Digital and Traditional Press validate our brand and products. Media Relations create the conversation through content at chef events to engage a select number of journalists through press, digital or streaming; giving chefs and foodies content that is relevant, informative and shareable through inspiration, ideas, recipes and beautiful appetizing images. The press will be an excellent vehicle to integrate the Butters of Europe in lifestyle content. Key influencers Engage Chefs and Bloggers as brand ambassadors as support of the U.S. gastronomic field. They will accompany the various activities of the Action throughout the year and lead trainings. These lifestyle and gourmet influencers will also create exclusive new recipes with EU butters, connect with the media, and create content for social networks. A large segment of the foodie community follows influencers as trusted sources of information and trends. Based on Nielsen Research study from 2012, consumers trust advice coming from a friend 92% of the time and from Influencers (www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html). This is significantly higher than trust placed in direct advertising. Influencers are essential to broadcast our message to their followers. Influencers will participate in events tailored to them such as Butter workshops and designated tastings and experiential events. They will share experiences with EU Butters to increase awareness of the Action and products. This Action will generate 132M views and impressions to the target audience. Importers/distributors (professionals)/Trade Engage the professionals that import, distribute and retail the product without whom the product would not be on the market. They are an essential element in the chain to make the product available and often serve to promote the products with their customers. Selected Activities The following activities were chosen to respond to the initiatives of the information provision and promotion measures in order to grow awareness, consumption and market share for EU butters. Create awareness of the unique messages of quality, tradition and uniqueness of European Butters amongst the new generation of pastry chefs, chefs, journalists and retailers with a series of trainings & events. Chef’s Roll’s National Event Chef's Roll’s National Event is aimed at bringing together a vast array of culinary professionals, brands, products and more for a multi-day "show" complete with demonstrations, competitions, hosted meals, seminars and hands-on training. Built by a new type of online community and aimed at a younger and established group of professionals. Location still TBD for 2019 and following years.

• Place European butter at the forefront of key chef events to influence the influencers

• Title sponsor of Chef’s Roll National Chef Event bringing together more than 200 chefs

http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html



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• The event is live-streamed on social media

• Harmonize sponsorship with Chefs Roll and ensure premium visibility throughout the event

• Recruit press attendees to attend Chefs Roll National Event

• Featured article and videos

• Brand ambassadors StarChefs In order to become the culinary reference for butter, European butter needs to be prominent at food professional events for them to spread the word and the trends around real European butter. Furthermore, EU Butters need to be at this top national event with established figures in the industry, as well as noticeable when it comes to key moments of gathering for the up-and-coming generation of chefs, in particular pastry chefs.

• Place European butter front and center at key chef events to influence the influencers

• Sponsor StarChefs’s International Chef Congress (ICC) in October of each year, held for three days at the Brooklyn Expo Center. Past participants have included Eric Kayser, Jose Andres, and Marc Forgione etc.

• Media placement in key ICC publications and POS

• European butter strategically placed throughout the event during demos, dinners, contest, comparison tasting etc. (ICC)

• Influence the next generation of tastemakers at StarChefs’ Rising Stars (RS) convention, which celebrates up-and-coming chefs, and culinary professionals, who represent the vanguard of the contemporary American dining scene. Participation in four key cities that change yearly. For example, in 2017, the cities will be New York in February, Colorado in April, Los Angeles in June, and Austin/San Antonio in December.

• Recruit press attendees to attend StarChefs’ International Chef Congress and the four Rising Stars conventions.

Activities in culinary Schools It is easier to influence a younger generation than to change long-established codes among older individuals. To reach the new generation, we will implement two seminars per year in leading culinary schools around the US such as The Institute of Culinary Education, Johnson & Wales, Miami Culinary Institute and the Culinary Institute of America. These 90-minute seminars will be held in the first semester to create a lasting impression on the students. Respected professors will lead classes following initial conversations between them and the CNIEL.

• Influence the future generation of chefs by bringing European butter to the forefront as build their “cooking” personality.

• Influence a generation of socially-connected chefs as they spread across the US Key Messages The targets are interested in products that have distinct quality stories and recognizable standards of quality. The objective of the Action is therefore to raise awareness amongst this specific chef/foodie segment to the following key messages. Examples: European Butter, the Culinary Secret, because taste matters and with butter everything taste better. These messages aim to advance Union merits:

• The merits of EU butters as an example of Union agricultural products of high standards, particularly in terms of their quality, taste, diversity and traditions;

• The specific features of agricultural production methods in the Union that make our products so unique, particularly in terms of food safety, traceability, authenticity, labeling, nutritional and health aspects, animal welfare, respect for the environment and sustainability

• The unique quality schemes of the Union, including European protected designations of origin, protected geographical indication and traditional specialties guaranteed



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To create a true differentiation between our European products and the local offer we need to lead with a strong concept that speaks to our Foodies’ deep desire: taste & flavor. European butter is the butter of choice for culinary needs. In addition, if we want to represent the difference between the Butters imported from Europe, versus other countries or local offer, we need to leverage the beauty and uniqueness of the European environment, the one differentiating element that will create an emotional response and desire within our target audience. Our communication strategy and message will raise awareness and relate the diversity, merits and attributes of Union Agricultural products with our target audience. The program’s visuals: Secrets de Butter, Enjoy it’s from Europe Logo and The Union Flag logo indicating financing from the EU will convey our European roots and differentiate our products from the local producers. These visuals will tie in to the current Cheeses of Europe Campaign 2018-2020. Furthermore, in certain cases where a Butter from Europe has a strong tie to its origins, the origin shall be mentioned on the same level as the main Union message of the campaign as specified for third countries in Regulation EU No. 1144/2014. In the same vein, since EU Butters do not benefit from individual brand recognition or notoriety, we will display them in some activities, respecting the guidelines set forth in Regulation 2015/1831 (Art. 6, 7, and 8). At least five brands will be displayed (all CNIEL members will be given an equal opportunity to display their brands) when and where appropriate. In order to reach our main objective of increasing awareness of European Butter in the USA with our target audience and increase the competiveness and consumption of Union Agricultural products displaying the brands will provide consumers with references to purchase quality European products at points of sale. These brands will not be displayed in a way to dilute the Union message and will only be visible during demonstrations and tastings through promotional material displayed or distributed. The CNIEL will ensure that:

• Brands are displayed together in an equally visible manner, in an area separate from that devoted to the main Union message

• The display of brands does not weaken the main Union message

• The main Union message is not obscured by the display of branded material such as pictures, colors, symbols

• The display of brands is limited to visual material excluding gadgets and mascots, in a smaller format than the main Union message

• No mention of brands shall be made in audio material

• All regulations pertaining to brand displays are followed The CNIEL obtained co-financing for another Information Provision and Promotion Measure concerning EU Cheese in the United States in accordance with EU Regulation No. 1144/2014. This programme was approved in January 2018 for a duration of 36 months. These two separate campaigns would be managed by different implementing agencies but can benefit from similar creative and message in order to create synergies, complement and amplify the Union messages. These synergies include modeling the creative to the cheese campaign and benefiting from tasting events, PR & media outlets and social media communications. They will also be complementary since the cheese campaign is more consumer-focused than the professional target aimed by the for EU butter campaign.



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4.1.2 CONTENT OF THE SERVICES

The agency must therefore draft a proposal including the following elements: (Work Package 1 is expressly omitted) Public Relations

Work package 2. Public Relations

Target group(s) • Specialized Press

• Culinary Influencers

Activity Continuous PR Activities (PR Office)

Description of activity

Although not a core tenet of the plan, it is crucial to include some PR support throughout the year to complement paid placements with a more organic coverage of European butters. The impact of some of the paid actions (especially the six events European Butter will be sponsoring and the training courses at top culinary schools) will benefit from a PR push while getting a boost from a growing attention toward European butters. In a period of increased US-made European-style butters, it is crucial to get our own message in the hands of respected journalists. The publications targeted will obviously include key food publications and food editors (Kate Heddings at Food & Wine, Claire Saffitz at Bon Appetit, Jess Kapadia at Food Republic, Ellen Koteff at Cheese Connoisseur, Joan Driggs at Progressive Grocer etc.). Publishing one of the press releases each year on a wire will give us the option to spread our key annual message to a much larger pool of publications and guarantee a certain level of publications picking up the news and writing about it. Timing of these press releases is not yet set in stone to ensure flexibility to stick to major annual pieces of news.

• Define the go-to-market PR strategy

• Write and distribute press releases The CNIEL coordinator will ensure the message is aligned with the overall campaign theme and the characteristics of European Butter.

Timeline YEAR 1 YEAR 2 YEAR 3

Deliverables Per year

• 2 press releases (including 1 published on a wire)

Budget analysis

• Go-to-market PR Strategy: 2 853 EUR/year

• Press Releases: 3 448 EUR/year (unit price: 1 724EUR/Press release)

• Implementing body management fee: 1 112 EUR/year

• HR allocation 10 days/80 hours/yr for coordinator @40€/hr of proposing organization (CNIEL) to coordinate 3 200 EUR

Sub-total for activity 2 7 413 EUR 7 413 EUR 7 413 EUR

Implementation Implementing agency & CNIEL

Website, Social Media

Work package 3. Website, social media



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Target group(s) • Foodie Consumers

• Food & Culinary Influencers

Activity Social Media (Accounts setup, regular posting)


Many of the efforts of the campaign are aimed at generating content across the web and at events promoting European butter. Content created will include but not be limited to featured videos produced with Chef’s Roll, recipes created by more than 500 chefs during an online contest, videos/articles/recipes created by our Ambassadors, event recap videos and diaporamas, press releases and earned press coverage etc. This content will be conversation starters among food influencers and the larger target audience of foodies. This content distributed online will naturally drive traffic to social media pages (Facebook and Instagram primarily). We need to maintain up-to-date social media pages to properly “welcome” this new traffic. These pages will be leveraging the trove of content created throughout the campaign. We will therefore create a virtuous circle with key content assets driving traffic to our social media pages where users will be able to fall into a rabbit hole of high-quality content.

• Relay the campaign key message to the foodies & influencers

• Maintain up-to-date social media pages (Facebook and Instagram) for European butter with original content

• Use social media as a landing page for the traffic generated by the content created through partnerships with influencers, events, online contests etc.

• Reactively manage the community of fans engaging with European butter

• Proactively reach out to would-be fans of European butter.


Deliverables

Per year

• 3-4 posts/week (including goal of 25% of videos)

• Publish high-quality content, targeting Foodies on key platforms (Facebook/Instagram) to highlight the professionals’ preference for European Butter in their recipes.

Budget analysis

• Content Creation: 12 481 EUR/year

• Content Publishing: 9 238 EUR/year

• Community Management: 12 481 EUR/year

• Implementing body management fees: 5 050 EUR/year

Sub-total for activity 39 250 EUR 39 250 EUR 39 250 EUR

Implementation Implementing agency

Work package 3. Website, social media

Target group(s) • US Chefs

• Foodie Consumers

Activity Other (mobile, apps, e-learning platforms, webinars, etc.)



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In line with our strategy of influencing the influencers to leverage as best as possible the existing budget, we need to create a groundswell of conversations around European butters among the influential community of chefs. To reach this objective, we need to spark two actions: content creation and conversations. In partnership with Chef’s Roll (a global culinary network of 15,700+ members: professional chefs, media & HORECA professionals, comprised of a global digital platform, vast social media following and multiple strategic partnerships), we will launch a national online contest to entice chefs from around the country to create new dishes using European butter. There will be one national contest per year, each with a different theme. This will lead to numerous submissions, i.e. original content for the campaign, as well as votes and conversations around European butter. How this will work:

• A custom landing page will be created for the contest

• Additional visual assets will be developed and posted on Chef’s Roll social media pages.

• Registrations will be open to chefs & food service professionals across the nation.

• During registration, we will ask specific questions to gather interesting insights (do you currently use EU butter on your menu, would you consider using it in the future? etc...)

• During the submission process, Chef's Roll unbiasedly selects entries to promote via Instagram to draw more awareness and attention to the contest, the submission page and the product.

• Every submitting chef or foodservice professional will be prompted to share submissions via their social media channels to entice the public to vote.

• The winning recipes will be highly featured on Chef’s Roll social media pages and website.

• The CNIEL has full rights to use all content created across its platforms (Social media, website, etc.)

Objectives:

• Create interesting, original, varied content to be shared across the chefs, our partner and the CNIEL’s platforms (including creating synergies by using it on other campaign’s pages including the Cheeses of Europe campaign).

• Spark participation and create an upsurge of activity around European butter through this high influx of recipes and submissions (a recent contest for Barilla pasta saw more than 90,000 visitors to the voting page).

• Promote the contest through Chef’s Roll’s social media channels before, during and after the contest.


Deliverables

Per year

• An online voting mini-website centralizing all submissions votes

• New original recipe content to be reused across other activations and media channels

Budget analysis • Contest promotion (across Chef’s Roll digital properties): 14 250



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EUR/year

• Prizes (a trip to Europe to discover butter production up close): 4 750 EUR/year

• Website design (custom-designed submission and voting platform): 9 500 EUR/year

• Contest management: 14 250 EUR/year

• Follow-up content (professional production of top submissions): 4 750 EUR/year




Advertising

Work package 4. Advertising

Target group(s)

• US Chefs

• Foodie Influencers


Activity Online


Organic reach of branded content has dramatically decreased in the past few years. Branded content has become hard to find without a paid push behind it. We will leverage Facebook’s targeting tool to focus the budget on our core audience, following an A/B testing approach to focus the investment on the best performing pieces of content. We will also refine the best ad products we choose and the best platform between Facebook and Instagram based on paid content performance. It will be an interactive learning experience to keep optimizing the budget throughout the campaign. We will use this paid social budget throughout the year but focus on key moments of purchase for European butter: Valentine’s Day, Easter, Mother’s Day, EOY Holidays etc.


Deliverables

Best-performing content boosted towards target audience on Facebook and Instagram 1.3M+ impressions





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Budget analysis

Paid social media budget for Facebook and Instagram: 9 994 EUR/year Implementing body management fees: 584 EUR/year

Paid social media budget for Facebook and Instagram: 48 434 EUR/year Implementing body management fees: 2 506 EUR/year

Paid social media budget for Facebook and Instagram: 48 466 EUR/year Implementing body management fees: 2 507 EUR/year



Work package 5. Communication Tools

Target group(s)

• US Chefs



Activity Promotional Videos (Featured Ingredient Video Series in partnership with Chef’s Roll)


Content is the fuel to word-of-mouth and additional organic impressions, especially for topics as conversation-worthy as food and cooking. According to the Content Marketing Institute, content marketing has a conversion rate six times higher than traditional advertising. Still following our strategy of influencing the influencers, the campaign needs interesting and useful content that will be consumed, shared and appreciated by the most engaged part of the audience, the one on the lookout for online inspiration. By partnering with Chef’s Roll, we will be able to tap into content creators who have the trust of the audience, generate high traffic and create traction with the audience through new forms of storytelling, new voices and new approaches. The Chef's Roll "Featured Ingredient Series" is an innovative video series displaying the best products and ingredients. We will feature real chefs in unique ways that interest our culinary professional audience in well-documented and professionally shot videos. Each video will be shared via Chef’s Roll’s social channels (Facebook +Instagram with a combined following of 425,000+) and all recipes are published on ChefsRoll.com

• Highlight the butter use in cooking, pastry use and as raw accompaniment

• Identify well-connected and respected content production partners (video production companies, influencer networks, chef networks etc.)

• Partner with six trusted chefs to create original content and recipes to inspire our target audience

• Develop content concepts to promote European butter with talent trusted for their expertise and often with built-in distribution



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• Define a content calendar for the production of the assets

• Define a communications plan by channel for the distribution of the assets

• Coordinate content production with content producers

• Create “DYI” recipes to be leveraged by other chefs and foodies The CNIEL coordinator will help guide the content created towards the most relevant ways to use butter and making sure butter is properly highlighted in each video.


Deliverables

Per year 5 episodes per year. Each episode includes:

• A 30-second video of a Chef cooking with and talking about the products by name and their cooking philosophy in relation to the products.

• Two individual recipe videos per dish that show each dish being created.

• Campaign logos included in each video

Budget analysis

• 15 videos: 95 000 EUR/year (Unit price: 19 000 EUR/video)

• Implementing body management fees: 14 150 EUR

• HR allocation CNIEL coordinator 24h/year (40€ hr): 960 EUR



Work package 5. Communication Tools

Target group(s)

• US Chefs



Activity Seminars, workshops, B2B meetings, trainings for trade/cooks, activities in schools (Chef Ambassador Program in partnership with Chef’s Roll)


We will partner with Chef’s Roll to be able to tap into content creators who have the trust of the audience, generate high traffic and create traction with the audience through new forms of storytelling, new voices and new approaches. We will be a product sponsor of the Chef's Roll Chef Ambassador Program (CAP) for 4 months. The CAP will see 4 hand-selected chefs each month receive French Butter from CNIEL to develop innovative and creative dishes. The chef takes a professional photograph of their dish and submits the image to Chef's Roll. Chef’s Roll publishes the images via Instagram to their 310,000+ followers. Every image posted by Chef's Roll of dishes using French Butter during the program will see a designated hashtag used (e.g. #chefslovefrenchbutter, or whichever campaign hashtag we prefer).

• Align European Butter with a mix of up-and-coming and established chefs

• Multiply examples of how to best and creatively use butter

• Promote the campaign hashtag



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• Partner with trusted chefs to create original content and recipes to inspire our target audience

• Coordinate content production with content producers The CNIEL coordinator will ensure all content created by the Chef Ambassadors is aligned with how to best use European butter.


Deliverables

Per year

• 4 chefs creating recipes per month for 4 months: 16 chefs involved

• 16 recipes created

• 32+ recipe photos created (at least 2 per recipe)

Budget analysis

• Chef ambassador program: 22 800 EUR/year (1 425 EUR/recipe)


• HR allocation CNIEL coordinator 4.8h/year (40€ hr): 192 EUR



Work package 6. Events

Target group(s) • Culinary Students

• Educators

Activity Activities in Schools


It is easier to create fresh habits within a young generation than change long-established ones among older segments. We will train the new generation of chefs to the specificities of European butter in a setting they trust and where they are most receptive. To reach the new generation, we will implement 2 seminars per year in leading culinary schools around the US such as Institute of Culinary Education, Johnson & Wales, Miami Culinary Institute, the Culinary Institute of America. The 90-minute seminars will be held in the first semester of class to create a “first impression” on the students and closer to the holidays to be seasonal: November-December. The class will be led by respected professors form the school following initial conversations between them and the CNIEL.

• Influence the future generation of chefs by bringing European butter front and center right when they build their “cooking” personality.

• Influence a generations of socially-connected chefs about to spread



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across the US


Deliverables Per year

• Implement 2 training seminars/year in key culinary schools across the country, led by a respected chef/master speaker

Budget analysis

• Two trainings, including speaker fee: 9 000 EUR/year (4 500 EUR/training)

• Travel &Expenses: 2 000 EUR/year





Target group(s)

• US Chefs

• Culinary press


Activity Sponsorship of Events – Chef’s Roll’s National Event


Still trying to influence the influencers, we cannot wait for this time-crunched audience to get to us but we need to come to them; and it starts with being present at key events. Chef's Roll’s National Event is aimed at bringing together a vast array of culinary professionals, brands, products and more for a multi-day "show" complete with demonstrations, competitions, hosted meals, seminars and hands-on training. This event is interesting by being organized by a new type of community, built online and aimed at a young but established community of professionals. Location still TBD for 2019 and following years. With more than 200 chefs attending and the events Broadcast live on social media, we aim to garner more than 100 million media impressions from beginning of promotion to end of event. European butter will be the title sponsor of Chefs Roll’ National Chef Event bringing together more than 200 chefs:

• Promotion of title sponsorship 6 months prior to event, leading up to, during, and after event across social media channels

• Put European butter front and center at key chefs events to influence the influencers

• Feature European Butter at hosted meals in raw form and integrated as much as possible throughout the event

• Brand integration in unique ways: example, butter sculpture competition

• The event will be streamed live on social media

• Coordinate sponsorship with Chefs Roll and ensure premium visibility throughout the event

• Recruit press attendees to attend Chefs Roll’ National Chef Event



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Deliverables

Per year

• European butter will be featured as hosted meals in raw form and used as much as possible throughout the event and with specific activation such as for e.g. Butter Sculpture competition.

• 2-3 press attendees at the event

• Logo and messaging on all print and digital collateral

• Video recap of event with our logo

Budget analysis

• Title sponsorship fee of 47 500 EUR/year


• Press recruitment: 1,783 EUR/year




Target group(s)

• US Chefs

• Culinary press


Activity Sponsorship of Events – StarChefs


To be seen as the culinary reference for butter, European butter needs to be prominently featured of the events of reference for food professionals for them to eventually spread the word and the trend around real European butter. Furthermore, we need to be at the top national events with established figures in the industry, as well as being front-and-center when it comes to key moments of gathering for the up-and-coming generation of chefs, and pastry chefs in particular. We will include partner with StarChefs, a hub for food professionals and die-hard foodies through content, digital and events. We will be involved with StarChefs’ two main events:

• StarChefs hosts the annual International Chefs Congress, an industry-only symposium featuring the world’s preeminent culinary talent.

• Rising Stars Awards, which recognized up-and-coming industry professionals in four markets each year since 2003.

Event integration:

• Put European butter front and center at key chefs events to influence the influencers

International Chef Congress:

• Sponsor of StarChefs’s International Chef Congress in October of each year, held for three days at the Brooklyn Expo Center in the up-and-



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coming Greenpoint neighborhood. Past participants have included Eric Kayser, Jose Andres, Marc Forgione etc.

• Media placement in key ICC publications and POS

• European butter strategically placed throughout the event during demos, dinners, contest, comparison tasting etc.

Rising Stars:

• Influence the next generation of tastemakers at StarChefs’ Rising Stars conventions which celebrate up-and-coming chefs and culinary professionals, who represent the vanguard of the contemporary American dining scene. Participation in four key cities that change every year. For example, in 2017, the cities will be New York in February, Colorado in April, Los Angeles in June, and Austin/San Antonio in December.

• Recruit press attendees to attend StarChefs’ International Chef Congress and the four Rising Stars conventions.


Deliverables

Per year International Chef Congress:

• Premium trade show presence in Chef Products Fair

• Full page advertisement in StarChefs Congress book

• Branding and Product placement on Congress stage and chef demos

• Tickets to invite press

• Culinary demo on the main stage

• Hands-on pastry workshop/contest

• Welcome dinner with a master butter piece

• Food activation with side-by-side tasting Rising Stars

• Sponsor product used in or paired with a signature chef dish preparation served at 400-500 person Gala

• Full page advertisement in Rising Stars Magazine for each city

• Tickets to invite Trade and Press

• 2-3 press attendees at each event

Budget analysis

International Chef Congress:

• Sponsorship fee of 48 165 EUR/year

• Implementing body management fees: 8 290 EUR/year Rising Stars:

• Sponsorship fee of 38 000 EUR/year

• Implementing body management fees: 6 540 EUR/year Common Budget (Synergies):

• Brochure design and printing: 14 000 EUR/year

• Press recruitment: 8 916 EUR/year




Point-of-Sale (POS) Promotion



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Work package 7. Point-of-Sale (POS) Promotion

Target group(s)

• US Chefs

• Culinary press


Activity Other: POS to support Event presence


• In order to create awareness on the Butter from Europe we will develop a series of tools that will be used during events and seminars along the year.

• Develop some educational POS that will highlight some content on Butter from Europe - some will be more fun to create engagement with the trade and get them to talk about Butter- some will serve as incentive to thank the chefs for their involvement during the activities- some will ensure the communication of the campaign branding and messages.


Deliverables

Per year, Production of branded tools:

• A general brochure on European butter 10-12 pages to highlight the production process, the origin and specific characteristic of the products.

• Table cloth & Standing Banner that will be used during trade event

• Cheese butter knife that will be given as an incentive during event or during online contest.

• Tattoos (temporary) : that will carry the message of the campaign and that are fun tools to use during events ( and a very popular amongst chefs (the new generation of chefs in the US is always very “tattooed”)

Budget analysis

Year 1

• Butter Knife: (250 units): 1190 EUR

• Tattoos: (2000 units): 342 EUR

• Banner (standing banner) (25 units): 2380 EUR

• Table Clothes (10 units) 2095 EUR

• Brochure 10-12 pages (2000 units) : 4761 EUR

- Design and content development 1904 EUR

- Printing : 2857 EUR •Implementing body management fees: 2732 EUR

Year 2







Year 3










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Work package 8. Other Activities

Target group(s)

• US Chefs

• Culinary press



Activity Definition of the campaign’s visual identity


Successful activations require impactful visuals. Various CNIEL global advertising concepts to decide which ones resonate best with the US market, tailor it to butter and adapt it for multiple visual formats.

• Analyze existing CNIEL campaigns from around the world to identify the ones most likely to be repurposed for the US market

• Adapt existing creative assets for the US market

• Develop a new tagline emphasizing the European identity to the campaign

• Adapt overall creative for POS and promotional support, highlighting the European signs of quality.


Deliverables

A butter-specific creative campaign, easily adaptable to all communications supports

Budget analysis

• Strategic Planning: 3 800 EUR

• Creative production, including shoots, editing, actor fees, music, rights and usage: 30 500 EUR


• HR allocation of proposing organization CNIEL to coordinate (40h @ 40 EUR/hr) 1 600 EUR

Sub-total for activity 40 350 EUR 0 0

Implementation CNIEL



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Work package 8. Other Activities

Target group(s)

• US Chefs



Activity (Sponsored Digital Content in partnership with Chef’s Roll)


In addition to “hero content” created in partnership with respected chefs or as part of featured series, it is key that we produce a high-quality stream of “on-going” content to keep the conversation going among chefs and consumers and maintain a high level of interest throughout the year for European butter. We will make sure the campaign is not a one-off push but a sustained effort all year long through content creation. Create custom content: recipes, in-depth articles and social media posts to live on Chef’s Roll’s owned platforms.

• Maintain original, professionally-produced content on social media and online

• Dive more in depth into European butter-based recipes

• Encourage sharing and earned media






• Partner with trusted chefs to create original content and recipes to inspire our target audience

• Coordinate content production with content producers The CNIEL Coordinator will help ensure the content stays “on message” throughout the year.


Deliverables

6 episodes per year. Each episode includes:

• 1 Featured Company article on European Butter highlighting the mission and promoting a positive image of dairy products

• 12 Recipe articles (1 per month) highlighting European Butter

• 6 posts per month on Instagram for 12 months highlighting European Butter; images will consist of recipes using European Butter, images of European Butter used as garnish in raw form, and accompanying dishes on tables

Budget analysis

• 1 featured article: 7 000 EUR

• 12 recipe articles: 18 000 EUR (1 500 EUR/recipe)

• 72 Instagram posts: 28 200 EUR (391.66 EUR/recipe)

• Content production 15 000 EUR



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• HR allocation CNIEL coordinator 11.2h/year (40€/hr): 448 EUR



Evaluation of results

Work Package 9. Evaluation’s results

Activity Action Evaluation results

Description of the activity

These evaluations, driven by a third party, will not only be relevant, strict and in-line with the quality required by European norms, but they will also be a tool that can be shared with all parties involved in the campaign. They will be used to orientate activities’ optimization and the overall impact. The significance of the campaign covers the campaign for butter in the USA to professionals: Evaluation is : Based on professionals (cooks, influencers, distributors) and foodies To make sure that all elements which are provided by the research activities are available during the execution process, that these elements are reliable and consistent between the different regions and different activities (PR, formation, websites, social medias, advertisements, events etc …)

YEAR 1 YEAR 2 YEAR 3

Deliverables Annual Report Annual Report Annual Report

Indicators’ results

Evaluation focuses on the evaluation’s criteria regarding public policy which are: consistency, cost & efficiency, content & coverage, effectiveness, complementarity. This approach is based on the following indicators, regarding the evaluation of the communication’s actions:

- Visibility of the campaign and actions This aims at comparing the activity indicators sent by the agency, which are gathered in table 7 - mainly production indicators - with "visibility" elements noticed by the target audiences. Thus, insights from interviews with target audiences (the 50 chefs and their copartners) will be compared to objectives/actual counting (cf number of people potentially reached)

- Evolution of the targets Interviews with the different targets or operators of the campaign will allow testing the message’s penetration toward the targeted public. I will give a double insight: taking into account what it said but also their observations of the market and its actors.

- Prompting to purchase/ use/ recommend and evolution of the consumption’ patterns.

This notion of recommendation will be updated through the e-influencer and retailers. All the persons interrogated, will be questioned on all the actions a dimensions of the campaign: Public Relation, Website & Social Media, Advertising, Communication Tools, Events. On this basis, it will be possible to establish a “cost per contact” for each action and the whole campaign. Thus it will allow to analyze its efficiency and a comparison with similar campaign can be done.



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Budget’s analysis

Evaluation strategic framework design / launch meeting 2 360,00 € Steering / Cross analysis and report evaluation Year 4 800,00 € Global perception of the campaign with a sample of 50 cooks TRANSVERSAL MEASURE - "T0" 6 728,00 € ACTION 2 - Qualitative survey of chefs 2 400,00 € TVA 20% 3 257,60 €

Evaluation strategic framework design / launch meeting 1 440,00 € Steering / Cross analysis and report evaluation Year 2 - 4 800,00 € ACTION 5 - Qualitative phone survey with cooks involved in an educational action 4 288,00 € ACTION 2, 3 & 5 - Measure & analysis of conversations on social medias & influence approach of the e-influencers 6 000,00 € TVA 20% 3 305,60 € Total (including all taxes 19 833,60 €

Evaluation strategic framework design / launch meeting 1 320,00 € Steering / Cross analysis and report evaluation Year 1 6 400,00 € Global perception of the campaign with a sample of 50 cooks TRANSVERSAL MEASURE - "T0" 6 248,00 € ACTION 2 - Qualitative survey of cooks within partnership & journalists 2 720,00 € Total (excluding taxes) 16 688,00 € TVA 20% 3 337,60 €

Subtotal of the activity

€ 19 545,60 € 19 833,60 € 20 025,60

Implementation Evaluating agency: Occurrence

TONE AND AREAS OF CREATIVE FOCUS

Contemporary, based on pleasure, quality and tradition, while relating it to what appeals to the American

foodie/food adventurer, chef. Tone should be non-intimidating, accessible and trendsetting. Art Design/Creative Process: The CNIEL will provide the selected agency with a graphic chart to use for Design, Art Direction, Marketing and Sales Support.

4.2 PERFORMANCE OF THE SERVICES

4.2.1. In order to allow the CNIEL to monitor the progress of the activities and compliance with the obligations arising from the co-financing by the European Union, the successful tenderer shall produce and attach to each of its invoices, during the entire term of the contract, within 30 days from the end of each quarter as from the time the contract takes effect:

- A “quarterly technical report”, to be drafted in French in accordance with the template that will be provided by the CNIEL, containing (i) a description of the activities planned and carried out with justifications, as the case may be, for any discrepancy vis-à-vis the activities planned and (ii) copies of the materials and visual media used;

- A “quarterly financial report”, to be drafted in French in accordance with the template that will be

provided by the CNIEL, breaking down the costs and/or expenses actually incurred by the successful tenderer per activities; and

- Supporting documentation for each of such costs and/or expenses and proof of their payment by the

successful tenderer and in particular:



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o (i) the invoices of the successful tenderer’s subcontractors to which shall be appended proof of

payment of said invoices by the successful tenderer (copy of the successful tenderer’s bank statements),

o (ii) the invoices of the subcontractors of the successful tenderer’s subcontractors to which shall be appended proof of payment of said invoices by the successful tenderer’s subcontractors (copy of the bank statements of the successful tenderer’s subcontractors),

o (iii) If appropriate, the itemised timesheets of the successful tenderer’s operators (one timesheet per budget line) and of the operators of the successful tenderer’s subcontractors.

At the end of each 12-month period (Phase), the successful tenderer shall produce and attach to the last invoice, within 30 days from the end of the Phase:

o A “annual technical report”, to be drafted in French in accordance with the template that will be provided by the CNIEL, containing (i) a description of the activities planned and carried out, with justifications, as the case may be, for any discrepancy vis-à-vis the activities planned and (ii) copies of the materials and visual media used;

o A “annual financial report” to be drafted in French, in accordance with the template that will be provided by the CNIEL, containing (i) an expenditure reporting table per activity and (ii) a financial statement for reporting Phase.

At the end of the contract, the successful tenderer shall produce and attach to the last invoice, within 30 days from the end of the contract a “final technical report” to be drafted in French, in accordance with the template that will be provided by the CNIEL, containing (i) an overview of the activities carried out and the results of the actions and (ii) a summary to be published. 4.2.2. In addition, to allow the progress of the activities to be monitored, the successful tenderer shall submit, each action and/or deliverable to the prior written approval of the CNIEL within a reasonable time that will be defined by mutual agreement, before they are performed, produced and/or published.

ARTICLE 5: PRICE OF THE CONTRACT

The prices are all-inclusive. They are detailed in the deed of commitment per type of action proposed with the corresponding fees. These prices are expressed in euros and include all tax and other charges applicable to the services as well as all associated expenses. The total amount of the contract cannot under any circumstances exceed €600 000 excluding VAT/year, including the purchasing of space, evaluation, management charges and fees. The amount of the contract is €1 800 000 (one million eight hundred thousand) excluding VAT for the 3-years of the contract. The amount of the contract is €600 000 (six hundred thousand euros) excluding VAT per year. The amount of the agency's fees cannot exceed 15% of the total amount of the activities effectively done and/or coordinated, excluding the purchasing of space, and the amount of the agency's fees for the purchasing of space cannot exceed 5% of the amount of the Space Purchasing budget effectively incurred.



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* The official EU budget template contains a typo and shows two sections 7.



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ARTICLE 6: INVOICING AND SETTLEMENT TERMS AND CONDITIONS

6.1 Invoicing Terms

Unless otherwise agreed between the parties, the successful tenderer will invoice it fees and expenditures on a quarterly basis.

Each of the invoice shall in all cases be accompanied by all elements described in the article 4.2.1.

6.2 Payment terms

Subject to performance of all its obligations, the successful tenderer’s invoices will be paid by the CNIEL within a period of 30 (thirty) days end of month from receipt thereof.

The invoices shall be sent to the following address:

CNIEL – service comptabilité (accounting department)

42 rue de Châteaudun

75 314 PARIS cedex 09

France

ARTICLE 7: PERIOD OF THE CONTRACT

The period of the contract is 3 (Three) years. The contract is not renewable. The contract, which is entered into subject to written co-financing authorisation being obtained from the European Union, will take effect on the first day of the month following the signature date of the contract to be concluded between the CNIEL and the Member State.

ARTICLE 8: PLACE WHERE THE CONTRACT WILL BE PERFORMED

The services that are the subject of this contract shall be carried out in The United States of America (hereinafter the “Territory”).

ARTICLE 9: OBLIGATIONS OF THE SUCCESSFUL TENDERER

The successful tenderer undertakes:

- To perform the contract in accordance with the regulations in force in the Territory for which they are intended or in which they are meant to be disseminated, and in compliance with the best practices specific to the services that are the subject of the contract;

- To ensure that the creations comply with the provisions governing co-financing set by regulation no.

2015/1831 of 7 October 2015 laying down rules for applying regulation no. 1144/2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in the third countries (appended hereto in Annexes 1 and 3) and in particular, but not limited to, Article 4 of EU Regulation no. 1144/2014 and Articles 2 to 8 of implementing regulation no. 2015/1831 (appended hereto in Annexes 1 and 3);

- For health claims (i.e. information on the impact of a product on health): To ensure that the health claim

complies with the regulation (CE) no. 1924/2006 and is approved by national authorities charged of the



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public health of the member state where the activities are implemented or with any similar regulation applicable in non-European countries;

- Not to disclose any information reported as being of a confidential nature about which it would have been

aware in connection with the performance of the services under the contract, and which relates to the resources to be used for the performance of the contract. Where applicable, the successful tenderer must advise its subcontractors of the obligations of confidentiality incumbent on it for the performance of the contract. It must ensure that these obligations are complied with by its subcontractors. The information, documents or data already accessible to the public when they are brought to the knowledge of the parties are not covered by this obligation of confidentiality. The other information relating to the performance of the contract can only be passed on to third parties with the CNIEL's express agreement;

- Not to use, in any form whatsoever, the results obtained during the performance of the services under this

contract for any other campaign ;

- Not to submit an application to benefit from Community or national aid for actions carried out for the campaign forming part of this contract;

- To indicate clearly and legibly on all materials - regardless of the medium thereof - that it will produce in respect of the contract, and also in its media relations, that the European Union has been involved in financing the Programme and the Actions, on pain of not being eligible for the expenses incurred.

The successful tenderer also undertakes, unless otherwise instructed by the CNIEL, to reproduce on all materials - regardless of the medium thereof - that it will produce in respect of the contract - the logos detailed below:

• Logo of the European Union (flag) plus the phrase: CAMPAIGN FINANCED WITH THE ASSISTANCE OF THE EUROPEAN UNION translated into the language of the target country.

• European "Enjoy, It’s from Europe" logo

• Logo of the CNIEL

Downloading of the European logos and the charters: http://ec.europa.eu/agriculture/promotion/procedure/enjoy-instructions_fr.htm The "Enjoy! it's from Europe" slogan will be used in English. The Agency can use a translation of this slogan in the form of a footnote at the bottom of the visual material (advertisement, poster, etc). GRAPHIC CHARTER: http://ec.europa.eu/agriculture/promotion/procedure/enjoy-instructions_fr.htm

ARTICLE 10: SUBCONTRACTING

The successful tenderer may also call on sub-contractors provided that it first informs purchaser in writing by providing it with their name, address and registration number on the trade and companies registry and/or SIRET number.

http://ec.europa.eu/agriculture/promotion/procedure/enjoy-instructions_fr.htm






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The successful tenderer is responsible for paying all invoices of subcontractors that it has commissioned to implement the activities of the contract on behalf of purchaser. Purchaser may not be held liable for the successful tenderer’s late payments to its subcontractors. In the event of subcontracting, the successful tenderer shall be solely responsible for the performance of the subcontracted parts. In this regard, the failings of the subcontractors arising from non-compliance with their commitments or the cessation of activity shall be treated as failings of the successful tenderer. The obligations incumbent on the successful tenderer in respect of this contract apply de jure to the subcontractors. The successful tenderer undertakes to advise

ARTICLE 11: CHECKING THE PROPER PERFORMANCE OF THE SERVICES UNDER THE CONTRACT

The CNIEL reserves the right to have any type of check carried out during the performance of the contract to ensure that the services performed comply with the contractual requirements. It can either expedite checks on site or ask the successful tenderer to send it documents proving that the proposed actions have been carried out.

Should the CNIEL note a breach of the requirements of these specifications, it shall send the successful tenderer a formal demand to rectify it within a specific time frame. Once the time frame set has passed, the CNIEL can either decide to terminate the contract in accordance with the conditions of Article 15 or decide not to pay the sums corresponding to the actions that do not comply with these specifications.

Any proposed amendment to the activities must be notified by the successful tenderer and validated by the CNIEL.

The periodic reports (see Article 4.2.1) shall also be subject to verifications. The successful tenderer is obliged to carry out the corrections requested by the CNIEL, where applicable.

Checking the proper performance of the contract also obliges the successful tenderer to undertake to keep the records and other supporting documents proving the proper performance of the programme and the costs declared as acceptable, in accordance with the conditions laid down by Regulation no. 2015/1831 of 7 October 2015 laying down rules for applying regulation no. 1144/2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in the third countries.

Accordingly, the successful tenderer shall:

- open a specific bank account dedicated exclusively to the program. The successful tenderer undertakes to keep copies of all bank statements relating to said bank account during the entire term of the contract and, after its end, during a period to be indicated by the CNIEL;

- keep analytical accounting specific to the contract and separate from its general accounting allowing the revenue and expenditures relating to the performance of the contract to be identified, and to keep it available to the CNIEL (in full or by extracts) upon simple request. The successful tenderer undertakes to archive said accounting during the entire term of the contract and, after its end, during a period to be indicated by the CNIEL.

Finally, the successful tenderer is reminded that checks, reviews and audits, in particular on the successful tenderer's premises, can be expedited by the CNIEL, the Member State, the Commission, the European Court of Auditors (ECA), the European Anti-Fraud Office (OLAF) and/or any body, agent or expert appointed by them for the full period of the contract and six (6) years after the contract has ended.



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ARTICLE 12: INTELLECTUAL PROPERTY

The successful tenderer assigns, on an exclusive basis, all of the rights or titles to intellectual property of any nature relating to its services and/or to the results of its services, allowing the CNIEL to use them freely in France and abroad.

This assignment relates in particular to the work carried out both by the successful tenderer and by directly or indirectly associated persons under this contract (freelance writers, associated rights of performers, right to reproduce the image of models and persons represented, etc.).

Ownership is transferred to the CNIEL as the services scheduled in the contract are carried out.

The assigned rights include, but are not limited to:

- the right to reproduce all or part of the creations on any medium, particularly analogue or digital, in any forms and formats known or anticipated on the date that the contract is signed or subsequently discovered,

- the right to reproduce all or part of the creations by any processes (known or anticipated on the date that the contract is signed or subsequently discovered and contemplated),

- the right to adapt all or part of the creations in all formats and to translate all or part of them into any languages,

- the rights to distribute, lease, loan, make freely available and sell for any marketing, internal or external communication operation and any other means of using the creations falling within the activity of the CNIEL.

The media and processes include in particular any hard copy, computer or digital medium, any means of communication, direct or indirect, via space or land, by satellite, cable or radio waves, and any wired or wireless network, including the Internet in particular.

This assignment is valid for the legal period of protection of intellectual property rights, including any legal extension, regardless of the reason therefor, and on a worldwide basis. It includes the possibility for the CNIEL and the European Union to benefit from all of the rights to use the results of the actions that are the subject of this contract.

The successful tenderer shall also transfer to the CNIEL title to all physical media containing the works.

ARTICLE 13: INSURANCES

The successful tenderer represents and warrants that its professional public liability is insured with a creditworthy insurance company and that said insurance covers all its services and/or the contract and persons involved, directly and/or indirectly, in carrying out and/or the implementing the contract.

ARTICLE 14: TERMINATION

14.1 Termination of the contract in full by the Parties Should one of the Parties breach any one of the obligations provided under the contract, the other Party(ies) may, after formal notice sent by recorded delivery letter with acknowledgement of receipt to remedy the recorded breach(es) which has/have not been remedied in full or in part within the thirty (30) days of the receipt thereof, terminate, in full, the contract without other formality, without prejudice to any damages which might be owed.



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14.2 Termination of the contract in full or in part by CNIEL The CNIEL may also terminate this contract at any time and without the successful tenderer being entitled to any indemnity and/or compensation other than: -the reimbursement, on presentation of justifying documents, of all the expenditures and expenses incurred by the successful tenderer, -the payment of the remuneration of the successful tenderer for the activities carried out, until the date of the termination or of its operative event (where the successful tenderer has failed to inform CNIEL of said operative event in the cases provided for in paragraphs a) and b) mentioned below), in the following cases:

a) When the successful tenderer, during the implementation of this Contract, is placed in one of the situations mentionned in Articles 45, 46 and 48 of the order No. 2015-899 of 23 July 2015 relating to procurement contracts;

b) When administration proceedings (Articles L. 631-1 et seq. of the French Commercial Code (Code de

commerce)), compulsory liquidation proceedings (articles L. 640-1 et seq. of the French Commercial Code) or a like measure provided for under a foreign law is commenced against the successful tenderer and subject to the public policy provisions applicable to such proceedings;

c) When France Agrimer erminates the Grant agreement or the participation of the proposing organisation,

regardless of the reason for said termination. d) In the event the public authorities fail to extend or call into question the extension of the inter-branch

agreement entered into between the bodies that form the CNIEL setting the amount of the inter-trade contribution.

ARTICLE 15: DISPUTES AND CONFLICTS

The parties shall endeavour to settle amicably any disputes and conflicts which might arise during the performance of this contract. If the parties are unable to reach an amicable resolution, suit shall be brought before the Paris Regional Court (Tribunal de grande instance), which shall have sole jurisdiction. Signed in two original copies* In……………………… on………………… *Signature and stamp of the successful tenderer preceded by the words "read and approved" (“lu et approuvé”) Appendix 1 - (EU) Regulation no. 1144/2014 of 22 October 2014 Appendix 2 - Delegated (EU) Regulation no. 3025/1829 of 23 April 2015 Appendix 3 - Implementing (EU) Regulation no. 2015/1831 of 7 October 2015

Documents

Design and implementation of a ... - filiere-laitiere.fr · Collective Information and Communication Campaign EU Butter in the United States of America 2019-2021 Page 2 / 33 LE CNIEL: