In 2019, after 100 years in business,Grands Moulins de Paris redefinedits brand positioning to better highlight the brand’s core values. This initiative is based on two complementary pillars:
• Emphasize that the company is owned by its farmer-members;
• Highlight the relationship that Grands Moulins de Paris builds with its customers every day.
Along with this new brand platform, a new tagline— “A touch of boldness, a choice for the future” —and a new visual identity have also been introduced.
In September 2021, the focus is on the Grands Moulins de Paris’s Instagram account to take a more modern direction while retaining the brand’s core values: authenticity, sharing, and passion.
A Story of Hands
A new campaign titled“Une histoire de-mains” will launch on GMP’s Instagram account starting Tuesday, September 7, 2021, with the goal of:
• Adapt the new tagline “A touch of boldness, a choice for the future” for Instagram;
• Adopt a creative and unconventional visual approach.
This new Instagram campaign, centered on hands, highlights the genuine and lasting relationship that the women and men of Grands Moulins de Paris share with everyone involved in the wheat supply chain—from farm to table: consumers, bakers, millers, and farmers.
The name of this campaign can also be interpreted as “a story for tomorrow,” reflecting the brand’s modern, innovative, and forward-looking positioning.
A bold creative choice
Since Instagram is primarily a photo-based social media platform, our creative approach was to produce original, stylized photos and emphasize bold, vibrant colors—in line with our brand guidelines—while highlighting the raw ingredients and craftsmanship of Grands Moulins de Paris.
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