Last year, Grand Frais and Rosa Paris released their first film campaign. And the French loved it. But obviously, they weren't the only ones: on June 20, 2022, Monoprix Qatar released an ad that looked very, very similar to the Grand Frais film.
Rather than seeing this as a problem, Grand Frais and Rosa Paris saw it as a tribute: if this foreign chain recreated the film so meticulously, it’s because they liked it and saw it was remarkably successful.
So, naturally, to avoid other retailers spending time and money reproducing the film, Grand Frais and its agency decided to release a "white label" version to give them a leg up.
One by one, the Grand Frais logo was removed from all the film's shots so now, all competitors can easily insert their logo and reproduce the masterpiece for themselves.
Represented by Prosol (fruits & vegetables, creamery, fishmonger), Despi le boucher (butcher)
Euro Ethnic Food (grocery) and Grand Gestion
Prosol Communication Director: Téo Julien Seneor
Marketing Director European Ethnic Food : Jennifer Manenc
Marketing Communication Manager Despi le boucher : Vanessa Beauche
External Communication Manager Grand Frais: Amandine Drevet
Prosol Content Manager: Nicolas Boivin
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Managing Director: Sacha Lacroix
Creative Direction: Nicolas Gadesaude & Julien Saurin
Editorial Design: Julien Perrard
Digital Art Director: Lola Lailheugue
Digital Editorial Design: Valentine Schleicher
Motion Design: Franck Rakoto & Robin Gasser
Consulting Director : Camille Courant
Group Manager : Lisa Duchein
Head of Social Media : Julie Gueulet
Social Media Manager : Alice Berthoud
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