Since the first lockdown, the trend toward homemade has surged significantly. Cooking for oneself—for pleasure, to share a moment with family, and to know exactly what’s on one’s plate—is a genuine desire and a need for the French.
Francine, the leading brand of flour for supermarkets and hypermarkets, is riding this wave and supporting the launch of its new convenient, resealable, and recyclable packages with a dedicated digital campaign.
Francine's Return to Television
To promote the launch of its new convenient package, the Francine brandis releasinga new TV commercial titled “The Riddle.” Over the course of 20 seconds, this dynamic commercial immerses us in the warm, family-friendly atmosphere of everyday kitchen life.
Through this advertisement, Francine aims to achieve several objectives:
- Highlight the practicality and ease of use of its latest innovation, the Francine Convenience Pack;
- Strengthen its brand image and its new communication strategy by placing children—the driving force behind culinary innovation—at the heart of its advertising ;
- Attract and expand its target audience by appealing to young families with children who are health-conscious and eager to share the joy of home cooking with their families.
A dedicated digital support plan
While waiting for the TV commercial to air next September, Francine has planned a massive digital campaign starting in July.
From July 1 to 31, the film will be featured in video campaigns on YouTube, Facebook, and Instagram; these campaigns will link to a discount offer and will be geotagged based on the stores carrying the product.
The film will also be available on MY TF1 and France.tv, the websites of the TF1 Group and France TV, where viewers can watch these channels’ programming live or on demand.
Finally, a programmatic video ad campaign will be launched across a premium network of more than 1,200 news sites.
