Marennes Oléron Oysters

Promote an exceptional product in the mainstream media through a targeted press relations strategy.

Marennes Oléron Oysters, the only French oysters to have been awarded a PGI and two Labels Rouges, are a symbol of expertise and quality. Recognised worldwide for their taste, they embody tradition, naturalness and the richness of the French marine terroir. To promote this unique gastronomic heritage to the general public, the Marennes Oléron PGI collective called on Oxygen to design an impactful media strategy.

Food and Beverages

A targeted press relations strategy to promote the Marennes Oléron PGI to the general public

Challenge

Objectives

Solution

In a context where seafood products must differentiate themselves in ultra-competitive markets, Marennes Oléron oysters needed to both assert their superior quality and become more accessible to the general public. All this had to be achieved within a schedule punctuated by key gastronomic events, particularly the end-of-year celebrations.

Position Marennes Oléron oysters as an essential festive product through a proactive press strategy. Obtain strong media coverage, particularly on television, and capitalise on recurring themes related to gastronomy, celebrations, recipes and responsible consumption.

Oxygen implemented a press relations strategy designed to appeal to TV editors, adopting a personalised and educational approach. At the same time, opportunities were seized throughout the year to maintain a continuous presence in the media and promote the richness of the Marennes Oléron appellation.

Plan

A tailor-made TV approach to maximise media impact
The agency targeted the editorial teams of the main national and regional channels, using a one-to-one approach.

Objective:
- To propose co-constructed topics based on the history of the PGI, the behind-the-scenes of the maturing process and the daily life of oyster farmers,
- Filming was organised in the field, in the heart of the Marennes Oléron oyster beds,
- Living stories, told by the producers themselves,
- The angles were tailored to each media outlet: terroir, environment, gastronomy, local economy, etc.
An editorial plan based on peak consumption times
To make Marennes Oléron oysters part of consumers’ habits, Oxygen activated the right seasonal campaigns throughout the year, with a peak at the end of the year (Christmas, New Year’s Eve, Epiphany).
- Themed press kits: ‘Local food for the holidays’, ‘Five ways to enjoy oysters’
- Consumer tips and recipe ideas to make the product more accessible
- Proactive monitoring to seize all media opportunities
Educational content to better understand and appreciate the PGI
To enhance understanding of the product and its added value, Oxygen produced distinctive materials for journalists and influencers:
- explanatory infographics on the different types of oysters (Fines, Spéciales, Pousses en Claire, etc.),
- quality sheets and sales arguments focusing on the PGI and Labels Rouges,
- testimonials from professionals, profiles of oyster farmers.

The results