We love to think back to this successful campaign because it shows that the right strategy can move the needle. That’s what we experienced when the French high-quality brand “Label Rouge” wanted to raise awareness and grow sales for its chicken. Promoting French chicken in Sweden is tricky because Swedish consumers tend to buy meat from Sweden.

We decided to put a strong focus on animal welfare when introducing the label to consumers, chefs and buyers. Due to the mild climate in France, the farm-raised chickens can roam freely outdoors and have year-round access to large, shaded areas with trees.

It’s a difference you can taste, which is why tasting events were also of particular importance.