The Association of French Endive Producers (APEF) and its agency Shortlinks have just been honored by the Deauville Green Awards Festival in the Sustainable Consumption and Eco-labels category for a series of 8 films retracing the various stages of endive production as seen through the eyes of its producers. The films were directed by Marc Moitessier with the support of the Hauts-de-France region.
These 8 films “evoke the difficulties associated with growing vegetables. Faced with rising production costs, energy, water management, the hardships of the profession, as well as the disenchantment of the general public, the younger generations and young farmers alike,” APEF continues to promote this emblematic crop of northern France, according to Stéphane Jacquet, director of the association. “The informative series, at the heart of ecological and social transition issues, exposes the endive in a way that is rarely represented and sheds new light on its uniqueness.”
For over 10 years, the Deauville Green Awards have been selecting and rewarding the best advertising, corporate and documentary films on the ecological and social transition - The 12th edition took place on June 7th and 8th.
Could the films help boost consumption?
APEF would like to see its films distributed beyond the festival, to the general public, in order to reach consumers directly. “This series of films is intended to feed our generic communication on our social networks aimed at young consumers.” According to Stéphane Jacquet, this is a way of encouraging consumption, as the films are “educational, touching and very human. Each episode portrays a farmer, and one film even shows a grandmother preparing a traditional ‘endiflette’ dish.”
“The agency made the artistic and aesthetic choice of black and white to emphasize the authenticity of the north of France and bring out the yellow of the endive.”
APEF continues its communication and targets social networks
“If the need to boost consumption intensifies, we will certainly go for a campaign on the radio. But since the beginning of the year, we have mainly focused our communication on social networks.” For the new season, the association will even be surrounding itself with influencers. “We are going to work with an ambassador-influencer who is very close to the culinary world, and who will propose innovative recipes to consumers.”
For more information:
Stéphane Jacquet
APEF
2, rue des Fleurs
62000 Arras
Phone: 03 21 07 89 89
endive.fr
contact@endive.fr