The Beef - Interbev (French Federation of Bovine Producers)
BLUE, WHITE, BEEF
French beef was under attack from foreign imports. Including Aussie beef... The French Federation of Bovine Meat Producers needed to improve its image to stay the number one choice for French customers.
Why would you choose French beef over another? Obviously because is more environnementaly friendly, because it's good quality, but most of all, because buying french beef is part of your French identity, your french culture!
We reminded French people that beef is part of their culture, and how it had helped to build the France,
as they know it today. Proud to be French, proud to eat French beef.
What would your Big Mac be without French beef (60% of French beef production is bought by McDonald's)?
What would our French countryside look like without beef? Our landscapes wouldn't be the same, neither would our stories, our culture...
Translation : "France wouldn't be France without our beef "
