French cheese conservation


Did you know the average French person eats around 26 kilos of cheese per year - equivalent to half a kilo a week, or around 70g per day?

Around 47% of people in France indulge themselves in cheese on a daily basis. Cheese is an integral part of French culture and is traditionally eaten between main course and dessert with a glass of wine or brandy. France is famous for its variety of cheeses varying from Roquefort from the South, to Comté in the East, overall numbering over 400 different types nationwide.

Importantly, many of these cheeses are protected by French certification called 'Appellation d'Origine Contrôlée/AOC', which is a protected food name scheme that guarantees a product was produced in a particular area and adheres to particular production methods.

This law not only applies to cheese, but to any other regional produce which is geographically located. Other notable examples include: champagne, the Esplette pepper and Bayonne ham.

This certification is important for France, as it wants to protect one of its biggest exports - accounting for 12% of world cheese exports, equivalent to $3.3 billion. After the success of this pioneering French system, the procedure has also been adopted by other countries, such as the Italian DOC, which protects Prosecco and Parmigiano Reggiano.

By Edward Le Boutillier

The power of Super Bowl tv ads

The power of Super Bowl ad campaigns

Did you know that the average American watches around 35 hours of television per week? 8 hours of which are adverts. The advertisements associated with the Super Bowl in America have become as anticipated as the game itself, both of which are arguably at the pinnacle of their respective fields.

In an effort to be as memorable as possible, past ads have been known to be sad, strange and controversial, achieving audiences over 112 million.

The commercial slot first achieved notoriety after Apple's '1984' advert (directed by Ridley Scott) which juxtaposed their services against the portrayal of IBM as an Orwellian institution.

Other notable mentions include: Budweiser's 'Whassup' of 1999, Volkwagen's 'The Force' of 2011 and Pepsi's 'Cindy Crawford' of 1992. The power of these campaigns is also matched by their cost, with the average slot costing in the region of $3.5 million. The influence of these ads has been created by the anticipation and excitement surrounding the entire event; The game, the half time entertainment, and the commercials.

By Edward Le Boutillier

Are tribes becoming trademarks?

Brands are showing there's a fine line between inspiration and cultural appropriation

From using ethnic patterns, colour codes, distinctive traits or names, nowadays it is not unusual for brands to tap into tribal culture to develop, market, and communicate about their goods or services.

The practice – which has always existed – has especially gained visibility over the past few years with the advent of social media. On the one hand, this can be an asset for brands and advertisers, but it also comes with its downsides.

Creative Culture focuses on examples that have recently hit the headlines:

There's money in the Maasai

Brands are showing there's a fine line between inspiration and cultural appropriation. It is not unusual for brands to tap into tribal culture to develop...

Over the past decade, many brands – from Louis Vuitton to Land Rover – have used features of Maasais cultural in their campaigns. For instance, a 2014 print advert for Land Rover featured a Maasai proverb and the image of a man wearing shoes fashioned out of tyres. Among the tribe, and throughout Eastern Africa, these shoes (known as "Ten Thousand Milers"), are often sported for their durability.

Aware of the use of their own characteristics by giant brands and advertisers, the Maasai people recently began taking steps to legally protect their cultural heritage.

In order to do so, they are partnering with advocacy groups aiming to defend their interests.

Native American No-No

Brands are showing there's a fine line between inspiration and cultural appropriation. It is not unusual for brands to tap into tribal culture to develop...

Cultural appropriation is also topical across the pond, as proven by several cases over the years. Renowned brands like Urban Outfitters and Victoria’s Secret were put in the spotlight in 2017 for presenting Native American-inspired clothing and accessories collections that either used a tribe’s name, patterns or cultural references without seeking their authorisation or approval.

During the annual Victoria’s Secret Fashion Show, model Nadine Leopold sported an outfit inspired from the ‘A Winter’s Tale’ collection, which drew inspiration from Lapland. However, many viewers felt her headdress too closely resembled a Native American war bonnet.

Backlash was quick to appear on social media feeds, as the brand had already been in hot water in 2012 for representing the month of November with Native American-inspired outfits worn by a Caucasian model.

Aboriginal Outrage

Brands are showing there's a fine line between inspiration and cultural appropriation. It is not unusual for brands to tap into tribal culture to develop...

Different place, different tribe: Australia is no stranger to the phenomenon of cultural appropriation.

Down Under, Aboriginal Australians were recently in the spotlight when French luxury brand Chanel unveiled a collection of sports accessories, including a £1,100 boomerang. 

Many took to social media to denounce this as cultural appropriation. Most of the critics focused on the fact that Chanel did not ask for authorisation to market what is seen as a major Aboriginal cultural item.

So, what does this mean from a marketing point of view?

When brands want to feature a celebrity in their advertisements or communication materials, they need to pay royalties to be legally entitled to use their image – so why shouldn’t it be the same for a group of people?

This is what local tribes around the world are trying to achieve, arguing that if brands want to use their image, distinctive traits and more broadly their culture, they should be able to financially benefit from it.

Brands and advertisers should work hand in hand with local communities as a way to prove their commitment, moral principles and ethics. From a consumer perspective, these partnerships are increasingly valued and may even be used as a value proposition.

Air New Zealand Leads the Way In New Safety Videos

Air New Zealand Leads the Way In New Safety Videos

These days flying on a plane is much more normalised than in the past. So much so, that most people do not feel that they even need to watch the flight attendants as they go over the safety measures for the flight. Air New Zealand has taken note of this issue and is aiming to do something about it to regain the attention of their passengers.

In their new flight safety videos, they barely even feature planes. Instead, they feature internationally recognised celebrities travelling and discovering the wonderful world of New Zealand. For frequent travellers, it is a change of pace than the normal video that dryly gives you information about how to buckle your seatbelt. In one video the basics of inflight safety are told by Gandolf. Air New Zealand has successfully captured the attention of not only their inflight passengers but, of YouTube viewers as well. Collectively their inflight videos have over 108 million views and this number is steadily growing.

Other airlines are also taking note of what Air New Zealand has done and are doing the same. British Airways recently released a line of in flight safety videos that feature British celebrities auditioning for roles in flight safety videos. As airlines compete for the attention of their passengers with tablets and smartphones, this seems to be a popular and attractive Kiwi option.

By Nya Wilkins