the background
It’s not easy to compete with the big players and their endless marketing budgets. And for E.Leclerc, a small chain of hypermarkets operating under a cooperative model, they had only one real option: bet everything on creativity — and on prices that could truly rival the competition.
the challenge
The client needed to get one message across: their prices were the lowest. But how do you do that in a world where everyone in the category claims the same thing?
Solution
We positioned E.Leclerc as the brand with genuinely low prices. Really. No spin. And to say it, we used those little white lies people tell because they seem harmless — like the coach who says his team played well, the woman telling her lover it was great, or Santa Claus insisting to a child that he’s definitely the real deal.
But we didn’t stop there. We brought in the grumpiest talent-show judge on television to declare he loves E.Leclerc’s private-label products — not because he’s soft, but because he’s demanding. And we hired none other than Carmen Miranda (well, a modern take on her) to sing the praises of E.Leclerc’s unbeatable fresh produce.
