Today's market leader with its range of 30 products and 35% market share, Francine is embarking on a new phase to reinforce its leadership. In line with consumer expectations, the brand has updated its positioning and launched a new communications campaign.
Founded in 1965, Francine has always been a pioneer in innovation. The brand is part of the lives ofFrench consumers, who find it authentic, accessible and creative.
In addition to this positive image, Francine operates in a favorable market context: raw food ingredients for home cooking are dynamic, unlike processed products. The flour market is growing in volume and value, as are the egg and butter markets, which are complementary to Francine flours.
A new positioning and new ambitions
Against this positive backdrop, the teams have set themselves new ambitions, in particular to further develop Francine's market share.
Several development levers have been activated to :
- win over new consumers and rejuvenate the customer base,
- continue toexpand our product and service offering,
- consolidate Francine's good image with consumers.
To continue to be a modern, innovative brand with an affective dimension rooted in pleasure, Francine's marketing teams have just developed a new brand platform, with a new tagline, "Francine, we meet in the kitchen"..
This new signature expresses the closeness that the brand wishes to reinforce with its consumers; it also means getting together , whatever your desires (gourmet, balanced, flexitarian meal...), convictions (organic, sustainable...), time of year (weekday evening, festive meal...), whatever your level (novice or expert) in the kitchen.
Francine's new brand platform
- One ambition: to be the most popular brand for everyday cooking
- A mission: to simplify everyday cooking and eat as well as possible
- A promise: "Francine, a little of us and a lot of you ".
To publicize and establish its new positioning, Francine has launched a vast multi-media publicity campaign to reach the maximum number of consumers in a targeted way throughout the purchasing process.
This media plan began on television on November 11, with sponsorship of a program devoted to everyday cooking: Petits plats en équilibre on TF1.
And you can find out about our next actions in the coming weeks...
In the meantime, you can visit the Francine website to prepare quick and easy recipes for every occasion - with friends, family, gourmets, in all simplicity!
