Grands Moulins de Paris takes you right into the heart of the action with the second phase of its brand platform campaign.
CLOSE to our customers thanks to our milling expertise since 1919 and our unique history, which is deeply rooted in society’s needs
CLOSE to all of our local mills located throughout France, which contribute to the vitality of their regions,
PROCHE is proud to work hand in hand with French farmers to develop sustainable wheat supply chains together with them,
CLOSE, thanks to dedicated men and women who have worked together to build a genuine and lasting relationship
We support bakers with our advice, services, and flours that align with current consumer trends
In partnership with our Bakers' Guild, which promotes French baking expertise to younger generations and around the world to help shape the future of bread,
CLOSE TO YOU—simply because we work every day with passion to provide high-quality bread, wherever we are.
Grands Moulins de Paris: A Passionate Player at the Heart of the Wheat-Flour-Bread Industry
In January 2021, we unveiled our new brand platform, which is now embodied in the tagline: “A touch of boldness, a choice for the future.” In October 2022, we are launching our new “PROCHE” communications campaign
Through this campaign, we highlight—using a unique creative approach—the importance of close ties in every sense: as a century-old miller and a true partner in the baking and pastry industry, we stay close to our customers thanks in large part to our field experts who support you every day, with mills located throughout France and direct relationships with farmers.
The narrative is brought to life by the women and men who make up Grands Moulins de Paris (employees, customers, partners), with a visual style that transports viewers right into the heart of the action.
“Grands Moulins de Paris is made up of passionate men and women who have been forging strong ties within the wheat-flour-bread industry since the company was founded over 100 years ago.”
What we wanted to put into perspective through this new PROCHE campaign.
“It is this close relationship that makes Grands Moulins de Paris a true trusted partner, far beyond simply being a supplier of high-quality flours and miller’s mixes,” says Claire Madoré, Director of Marketing & e-Business and Sales Director for Supermarkets.
Trompe-l'œil, low-angle shots, POV, vibrant colors: the ingredients for original and striking photographs.
The Proche campaign is centered around photographs taken by photographer Clément Lemaire, with the support of the entire Grands Moulins de Paris team, which made it possible to develop a unique creative approach.
To capture the bold spirit that defines us and sets us apart, the photographer embraced a “modern pop” aesthetic by incorporating brightly colored objects and paid particular attention to framing, notably through the use of:
– Optical illusions in certain visuals to surprise viewers with a subtle touch of boldness,
– A low-angle shot to highlight the subject by playing with unusual lines and perspectives,
– The "POV" (point of view) technique, which gives the viewer the impression that they are part of the scene.
Clément Lemaire is a young man from Caen who began his career in Paris as a photographer’s assistant, where he quickly rubbed shoulders with some of the industry’s biggest names. He became familiar with the demands of the luxury, fashion, and advertising sectors.
At the same time, he continues to develop numerous projects, which has led him to work today as a freelance photographer and consultant. For him, the desire to create and enhance images is essential to constantly pushing the boundaries.
5 key themes illustrating our close involvement at every stage of the wheat supply chain
For this campaign, we chose to convey the essence of “CLOSE” through imagery by exploring interpersonal and spatial relationships—both literally and figuratively—for the following themes: Mill, GMP Family, Farmer, Guild, Baker.
These five themes are illustrated by a main key visual presented in the form of posters:
