Created in 1965 by 8 millers, this historic, almost iconic brand, makes every type of flour. It has been a kitchen companion in France for a long time.

In France, cooking is beyond traditional, it's cultural.

The majority of French cook every single day. And because cooking every day means needing many recipes and ideas, our target needed to be inspired every day.

There was therefore a real opportunity to reach the French, in their kitchens, to remind them that they needed inspiration.

The campaign needed to achieve a dual objective: be inspirational and clear to non Shazam users, and create additional engagement.

The campaign lasted a month, on the most powerful radio stations, in terms of audience and we used Shazam like nobody had done before: instead of music, the “shazamable” parts of the radio spots were the real kitchen sounds of the chosen recipes: traditional French apple tart and “beignets de poulet”.

These recipes were chosen from the hundreds on Francine.com.

It was paramount that the Shazam action would drive people to the Francine.com fully responsive website for a clear return on investment.

With more than 80 000 tags, it was the most successful Shazam for Radio campaign ever in France.

On average, 4000 unique visitors visited the Francine.com website to discover their shazamed recipes and browse many more.

Over the course of the month-long campaign, tags actually increased rather than decreased.

With a cost of 20 cents (euro) per engagement, the campaign reached a higher ROI than that of a TV ad.

Traffic on the brand’s website increased by 35% and on average, visitors’ engagement was over 9 minutes.

An additional 7000 new users registered to the company newsletter.