PARIS, FRANCE – Today, the French are consuming more and more local products but their appetite for global cuisine hasn’t changed. Rather than addressing this in a cliché way, French retailer Monoprix and its agency, The Good Company, have chosen to take an unexpected approach.
When you think of “eating French,” what comes to mind? Perhaps a slow-simmered boeuf bourguignon, a creamy blanquette de veau, or a hearty cassoulet. But Monoprix is here to challenge that perception. Their latest campaign embraces an unexpected approach that separates the dish from its ingredients.
With the bold tagline Eat French, the campaign playfully subverts expectations by showcasing international dishes like burgers, sushi, and tacos that all made with fresh, locally sourced ingredients from Monoprix. It’s a fresh take on food culture that speaks to a generation of adventurous eaters who love global flavors but remain conscious of where their food comes from.
At its core, this campaign is a celebration of French-origin products and Monoprix’s commitment to quality. From farm-fresh milk and succulent beef to sustainably sourced fish and tender chicken, Monoprix highlights the diversity of its offerings while also appealing to an urban, food-savvy audience that craves variety.
“This campaign brings together the best of both worlds—championing local producers and celebrating the French love affair with global cuisine – proof that the French are more open-minded about their cuisine than people think!” commented Nicolas Gadesaude, ECD, The Good Company.
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