Grands Moulins de Paris takes you to the heart of the action with the second installment of its brand platform communication campaign.
CLOSE thanks to our milling expertise since 1919 and our unique history closely linked to the needs of society
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 responsible wheat supply chains with them.
CLOSE thanks to committed women and men who have worked together to build a genuine and lasting relationship
CLOSE to bakers through our advice, services, and flours in line with consumer trends
CLOSE to our Confrérie des Boulangers (Bakers' Guild), which promotes French expertise to younger generations and internationally to imagine the bread of tomorrow,
CLOSE, simply because we work passionately every day to produce 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 our slogan: "a touch of boldness, a choice for the future." In October 2022, we will reveal our new communication campaign, "PROCHE" (CLOSE).
With this campaign, we are promoting proximity in all its dimensions through an original creative approach: a century-old miller who is a true partner in the bakery and pastry industry, close to our customers thanks in particular to all the experts in the field who support you on a daily basis, with mills located locally in France and in direct contact with farmers.
The voice of Grands Moulins de Paris is embodied by the women and men who make up the company (employees, customers, partners), with a graphic design that allows you to imagine yourself at the heart of the action.
Grands Moulins de Paris is made up of passionate women and men who have been forging strong ties within the wheat-flour-bread industry since its creation over 100 years ago.
What we wanted to put into perspective through this new PROCHE campaign.
It is this proximity that makes Grands Moulins de Paris a truly trusted partner, far beyond being a supplier of high-quality flour and milling mixes," says Claire Madoré, Marketing & e-Business Director and GMS Sales Director.
Trompe l'œil, low-angle shots, POV, vivid colors: the ingredients for original and striking photographs.
The Proche campaign is based on photographs taken by photographer Clément Lemaire, with the support of the entire Grands Moulins de Paris team, which has enabled us to offer an original creative approach.
To embody the boldness that characterizes and sets us apart, the photographer played with "modern pop" by incorporating brightly colored objects and paid particular attention to framing, notably using:
– Trompe l'oeil on certain visuals to surprise with subtle boldness,
– Low-angle shots to magnify the subject by playing with unusual lines and perspectives,
– "POV" (point of view), which gives viewers the impression that they are participating in the scene.
Clément Lemaire is a young man from Caen who began his career in Paris as an assistant photographer, where he quickly rubbed shoulders with big names. He became familiar with the demands of luxury, fashion, and advertising.
At the same time, he continues to develop numerous projects, which has led him to work as a freelance photographer and consultant. The desire to create and enhance images is essential for him to keep pushing forward.
Five key themes illustrating proximity at different stages of the wheat supply chain
For this campaign, we chose to express the dynamics of "CLOSENESS" in images by playing on interpersonal and spatial relationships, both literally and figuratively, for the following themes: Mill, GMP Family, Farmer, Brotherhood, Baker.
These five themes are illustrated by a main key visual reproduced in poster form:
