Our Students Take on the Lactalis Challenge: Revitalizing the Président and Le Petit Camembert Brands

As part of the agri-food marketing course in the Master of Science in Food and Agribusiness Management (FAM) program at Audencia, our students were approached by the Lactalis Group to propose innovative solutions to address the decline in camembert consumption in France, particularly among young people.

A Rigorous Methodological Approach

From October to December 2024, students, divided into four groups, adopted a qualitative approach integrating various methods: semi-structured interviews, focus groups, projective methods, and videos of young French people's cheese and camembert consumption habits. This triangulation of methods revealed young people's perceptions of camembert, the barriers to consumption, and their motivations.

Relevant Marketing Recommendations

Following the analysis phase, students formulated several marketing recommendations: a new brand name, "Le Ptit Cam," a quirky and responsible communication strategy, initiatives supporting farmers, and new consumption opportunities. These proposals were highly appreciated by the Lactalis marketing team, who praised the students' mastery of both content and presentation.

A Renewed Partnership

The Lactalis marketing team highlighted the students' professional demeanor, their oral proficiency in English, and the richness of their exchanges. Building on this success, it has been agreed that students from the next cohort will continue this work starting in September 2025.