Candlemas is Francine’s absolute favorite holiday!
Every year, more than two-thirds of French people gather in the kitchen to celebrate Crêpe Day. (Source: IN VIVO BVA 2021).
A massive media campaign
To mark the occasion, Francine is being celebrated with a massive promotional campaign reaching over 30 million people!
The brand can be found on the go-to website for everyday cooking: Marmiton (January 29–February 28) and on TF1 as a sponsor of the show “Petits plats en équilibre” (January 30–March 5).
Various Candlemas-related content is being shared across the brand’s digital ecosystem:
• An Instagram Reel created in collaboration with the influencer @Livionna (158K followers): >> check out the Reel
• A special Candlemas newsletter (sent to 70,000 subscribers)
• Recipe ideas and tips for Candlemas shared in stories on Francine’s Instagram @Francinefarines (>5K followers)
An effective in-store display
Once again this year, the shelves and aisles of many stores have been decked out in yellow, the signature color of the Crêpes en Fête committee.
To mark its 25th anniversary, the committee is updating its image with a new visual identity and a more playful communication style.
The new 360° campaign included product promotions, in-store activities, contests, flyers, and more.
More than 360 stores incorporated in-store activities and/or theatrical performances into their displays for Candlemas.
The restaurants participating in the "Crêpes en Fête" promotion are as follows:
• Carrefour: January 24–February 6
• Auchan: January 24–February 2
• Cora: January 24–30
• Intermarché (at select locations): January 24–February 5
• Système U (at select locations): January 24–February 5
• Leclerc (at select locations) from January 17 to January 28
So your favorite flour took center stage alongside partner brands, with plenty of activities where you could sample delicious crêpes made on the spot using Francine!
We’re also treating ourselves to some delicious food with Francine at Grands Moulins de Paris!
There was a festive atmosphere this Thursday, February 2, with crêpe tastings at several of our locations: Surgères, Marseille, Reims, Paris-Gennevilliers, Briare, and Ivry.
