As it is facing a historic decline in cultivated areas in France, the French oil and protein sector wanted to raise awareness among a wide audience of the risks of a massive loss of interest in rapeseed cultivation... at a time when French authorities are supporting ambitious objectives to reduce dependence on proteins and to fight against imported deforestation.
With major political deadlines looming with the French Presidency of the European Council and the upcoming French presidential election, the sector must make its voice heard now.
So what better way to speak to everyone than to highlight the advantages and benefits of this little yellow flower? Too few people know that rapeseed is an essential crop which, thanks to the co-production of protein and oil, actively contributes to providing solutions to food, energy and environmental challenges.
With major political deadlines looming with the French Presidency of the European Council and the upcoming French presidential election, the sector must make its voice heard now.
So what better way to speak to everyone than to highlight the advantages and benefits of this little yellow flower? Too few people know that rapeseed is an essential crop which, thanks to the co-production of protein and oil, actively contributes to providing solutions to food, energy and environmental challenges.
United under the Terres OléoPro banner, "Rapeseed is an opportunity for France" is the slogan chosen by the key players in the sector in order to emphasize the strategic role of rapeseed in the service of sovereignty. Produced by the French communication company – Publicis Group, the ad campaign features an iconic image: that of a rapeseed field in bloom, which we've all come across at one point or another along the roads. With the silly tagline "Qu’est-ce qui est jaune et qui n’attend pas?" ("What's yellow and can't wait?", playing off a viral French joke), this ad underscores the urgency of acting and reacting in order to continue developing this essential crop in the service of food, energy and environmental transitions.
This campaign, of which you can see the visual preview below, will be featured in French local press tomorrow, and also on the website with #FranceColza.
Don't hesitate to participate by sharing the campaign using this hashtag!
We're counting on you!
This campaign, of which you can see the visual preview below, will be featured in French local press tomorrow, and also on the website with #FranceColza.
Don't hesitate to participate by sharing the campaign using this hashtag!
We're counting on you!