L'apéritif à la française - What is the Apéritif à la française?

How did the project come to be ?

Despite the fact that French food culture is very well known, it does not always have a dynamic, modern image around the world.
Faced with stiff global competition, the French food model is sometimes disputed, thus adding to France’s so-called “image deficit” and requiring a collective response from all of the various ministries concerned. In this context, Sopexa was asked to launch the first “Apéritifs à la française” in 2004.

Why the Apéritif à la française ?

The aperitif is a well-known ritual of French-style “art de vivre”, a special time for discussion and festivity. It provides a simple, informal way to enjoy a broad variety of foods, enabling us to highlight a wide range of French products : breads, dairy products, cheeses, deli products, meat products, cookies and cakes, cold meats, foie gras, seafood, fruits, vegetables, champagne, wines, spirits, other soft drinks (juices, ciders, water, lemonade and more) and give people around the globe an opportunity to re-discover and share French food culture.

Aims

To highlight the wide variety of French products and focus on their simplicity in order to convince consumers that they are accessible in an atmosphere that is festive and modern.

The Apéritif à la française is...

A yearly worldwide date with the delicious on the first Thursday of June, organised by Sopexa with support from the French Ministry of Food, Agriculture and Fisheries.

21 countries and 35 cities in 2009

In Europe

Czech Republic (Prague)
Germany (Cologne)
Hungary (Budapest)
Ireland (Dublin)
Italy (Milan, Florence, Genoa, Rome, Rimini)
Poland (Warsaw)
Portugal (Lisbon)
Russia (Moscow)
Spain (Madrid and other cities)
Sweden (Stockholm)
United Kingdom (London)

In America

Canada (Montreal, Ottawa)
Mexico (Mexico City)
United States (New York and other cities)

In Asia and Middle-east

China (Beijing, Hong Kong, Shanghai)
India (Mumbai)
Japan (Tokyo, Yokohama, Osaka, Kyoto, Saitama, Kagoshima, Fukuoka, Miyazaki)
Korea (Seoul)
Taiwan (Taipei)
Thailand (Bangkok)
United Arab Emirates (Dubai)

24 coutries and 38 cities in 2008

In Europe

Czech Republic (Prague)
Germany (Cologne)
Hungary (Budapest)
Ireland (Dublin)
Italy (Milan)
Poland (Warsaw)
Portugal (Lisbon)
Russia (Moscow)
Spain (Zaragoza)
Sweden (Stockholm)
Switzerland (Berne)
United Kingdom (Leeds, London)

In America

Canada (Montreal, Ottawa, Toronto)
Mexico (Mexico City)
United States (New York, Washington DC, Chicago, San Francisco)

In Asia and Middle-east

China (Beijing, Hong Kong, Shanghai)
India (New Delhi)
Japan (Tokio, Kyoto, Osaka, Saitama, Fukuoka, Miyazaki, Yokohama)
Korea (Busan)
Singapore
Taiwan (Taipei)
Thailande (Bangkok)
United Arab Emirates (Dubai)

Novelty 2008: Senegal (Dakar)

24 countries and 36 cities in 2007

In Europe

Czech Republic (Prague)
Germany (Cologne)
Greece (Athens)
Hungary (Budapest)
Ireland (Dublin)
Italy (Milan)
Poland (Warsaw)
Portugal (Lisbon)
Russia (St. Petersburg)
Spain (Madrid, Barcelona, Seville, Valencia)
Sweden (Stockholm)
Switzerland (Zurich)
United Kingdom (London)

In America

Canada (Montreal, Toronto)
Mexico (Mexico City)
United States (New York)

In Asia and Middle-east

China (Beijing, Hong Kong, Shanghai)
India (New Delhi)
Japan (Tokyo, Kyoto, Osaka, Nagoya, Fukuoka, Karuizawa, Yokohama)
Korea (Seoul)
Singapore
Taiwan (Taipei)
Thailande (Bangkok)
United Arab Emirates (Dubai)

19 countries and 28 cities in 2006

A full advertising and communication programme with 3 main parts:

An evening party in an emblatic or fashionable place attended by journalists, agribusiness professionals, consumers and opinion leaders.
Promotions and special events in major French (CARREFOUR, AUCHAN, CORA) or local (TESCO) supermarket chains in the country, as well as at trendy restaurants, wine merchants, retailers or delicatessens.
A media campaign targeting the general public and industry professionals (TV, radio, posters, Internet, daily press, magazines and more).