GAMM VERT AND OGILVY PARIS LAUNCH A NEW CAMPAIGN TO HIGHLIGHT SELF-PRODUCTION AND ITS BENEFITS
This new campaign by the brand, developed by Ogilvy Paris and directed by Rosalie Charrier, aims to showcase the modernity and relevance of self-production, encouraging more and more French people to engage in self-production with Gamm vert.
Indeed, self-production means not only growing your fruits and vegetables but also producing eggs, preserves and more... In other words, it's about growing your groceries in your own garden. Based on this definition, the campaign takes a creative approach by initially misleading viewers, showing people seemingly shopping in a supermarket, only for it to be revealed that they are actually in their own garden.
To fully embrace this illusion, even the background sounds - typically associated with supermarkets - have been recreated using natural sounds : birds chirping replace checkout beeps, wile rain and wind mimic the sounds of shopping carts.
Additionally, using data from The Gamm vert Observatory of Self-Production, the agency has developed short-format content that highlights the benefits of self-production. This practice not only helps save money but also ensures access to healthy, high-quality products. Finally, to firmly establish the term "self-production" in the minds of both beginners and enthusiasts and to reaffirm Gamm vert's slogan, "Self-production is the future", the media strategy also includes continuous sponsorship of TV and radio programs.
The campaign is accompanied by a new graphic identity, featuring organic shapes inspired by the white outline of the Gamm vert logo. This aesthetic choice enhances the simplicity of self-production while modernizing the brand's visual identity.
In 2024, 70% of the French population is already engaged in at least one self-production activity - an increase of 3 points since 2022.
"In today's context, where purchasing power and food security are key concerns, self-production has never made more sense ! Eating healthy, saving money, and gaining independence are all themes that strongly resonate with people. We hope this campaign will inspire the remaining 30% to take the leap !" says Géraldine Bornes, Communication Director at Gamm vert.
"Our goal is to explain self-production in a simple way and to make people realize that by growing their own fruits and vegetables, shopping can be as easy as stepping into their garden or onto their balcony to harvest fresh, high-quality produce. When it comes to short supply chains, it doesn't get more direct than that ! We sincerely hope this new approach will encourage more people to start their self-production journey", adds Julien Bredontiot, Creative Director at Ogilvy Paris.
The campaign, which has an authentic and minimalist tone, will be visible starting February 26.