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Food et Boissons

A media campaign to defend a cause and support a strategic sector

Challenge

Objectives

Solutions

While French strawberries are a seasonal and regional emblem, many producers were facing hardship—hit by falling prices and insufficient visibility in supermarkets. In this tense context, the challenge was to make the producers’ voices heard, rally the media around the issue of food sovereignty, and spark a public outcry.
Dans ce contexte tendu, l’enjeu était de faire entendre la voix des producteurs, mobiliser les médias sur cette problématique de souveraineté alimentaire et créer un électrochoc.

Raise mass awareness among consumers and decision-makers about the unfair practices in retail, reignite demand for French strawberries, and accelerate change in supermarket promotion practices.

Oxygen leveraged its national journalist network to give maximum exposure to the voice of AOPn Fraises Framboises de France. With a clear and unifying message—support French producers against imported strawberries—the agency succeeded in creating strong and immediate media resonance.

Plan

  • A nationwide media offensive to spark action

    The agency activated its network of specialized and mainstream journalists across France. A structured and fact-based media alert was widely disseminated, highlighting the economic injustice faced by producers. Targeted follow-ups ensured coverage across major TV, radio, print, and online outlets, keeping constant pressure on retailers.

  • Producers’ voices at the heart of the message

    Oxygen spotlighted real-life testimonials from producers across different regions in a format that was both human and informative. These firsthand accounts brought authenticity and emotion to the campaign, while illustrating the direct impact of unfair margins on farms. This approach fueled in-depth reporting and interviews in national media.

  • Digital amplification to fuel public outrage

    In parallel with the press activation, a social media strategy was rolled out. Oxygen supported AOPn in sharing engaging content: media quotes, educational visuals, and calls for responsible consumption with a strong activist tone. Advocates of local food were also mobilized to spread the message and broaden its reach.

Key Results

A nationwide mobilization for French strawberries

  • 50 50 media features across press and TV

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