La Conserve
La Conserve, don't wait to adopt it !
Build a campaign to change perspectives and make 'La Conserve' (canned food) an everyday habit — not just a last resort solution.
Strategic challenges:
The French consume 50 kilos of canned products each year. It's a lot, and yet canned food is still perceived as outdated, low quality, and reserved for the back of the cupboard or for "emergency" situations. Especially among younger generations, this perception hurts its spontaneous appeal, despite its convenience, nutritional value, and sustainable and economical nature.
Response:
Reconcile actual usage with perceived image. Break canned food out of its 'old school' image to reposition it as a modern, smart product that aligns with current consumer expectations.... in short: as a product that you shouldn't wait (for a flood, power outage, zombie attack...) to adopt!
Turn the concrete benefits with high added value of the product into powerful arguments to make canned food a deliberate choice, not a default one.
with a friendly and quirky tone, designed to capture everyday scenes where characters discover (or rediscover) the qualities of canned food.
Objective: generate identification, break down preconceptions, highlight product benefits.
short visuals and videos distributed on platforms most used by the young target audience, featuring 'real', current and engaging situations.
Objective: create connections, reintroduce canned food into conversations
"Canned Food, don't wait to adopt it."
Objective: a clear message oriented toward action, which repositions canned food as a modern choice.
to contextualize canned food in all consumption situations: quick meals, family moments, time-saving, etc.
