Since the first lockdown, the trend for homemade food has been greatly exacerbated. Cooking for oneself, for pleasure, to share a moment with family, and to know what is on one's plate is a real desire and a need for the French.
The Francine brand, leader in flour for supermarkets and hypermarkets, is riding this wave and supporting the launch of its new practical, resealable, and recyclable packs with a dedicated digital plan.
Francine's return to television
To support the launch of its new practical pack, the Francine brandis releasinga new advertising film entitled " La Devinette " (The Riddle). For 20 seconds, this dynamic film immerses us in the warm, family atmosphere of everyday cooking.
Through this advertisement, Francine is pursuing several objectives:
- Highlight the practicality and ease of use of its latest innovation, the Francine practical pack;
- Consolidate its brand image and new communication territory by placing children, the driving force behind culinary innovation, at the heart of its advertising.
- Recruit and rejuvenate its target audience by appealing to young families with children who are concerned about healthy eating and eager to share the pleasure of home cooking with their families.
A dedicated digital support plan
While waiting for the commercial to air on television next September, Francine has planned a massive digital campaign starting in July.
From July 1 to 31, the film will be broadcast via video campaigns on YouTube, Facebook, and Instagram. These campaigns will link to a discount offer and will be geolocated based on the stores carrying the innovation.
The film will also be broadcast on MY TF1 and France.tv, the websites of the TF1 group and France TV, where viewers can watch these channels' programs live or on replay.
Finally, a programmatic video banner campaign will be launched on a premium network of more than 1,200 editorial sites.
