How to build the most popular premium retailer brand?

Monoprix is France’s leading city center supermarket chain for all the needs of daily life. It proposes both food convenience and a department store shopping experience. The brand has always communicated with a mix of humor, optimism and imagination.Not only had a sense of gloom pervaded people’s day-to day-lives with the recession; but Monoprix started to be perceived as a retailer with high value, great experience, but just for special moments and treats. The brand struggled to keep its core targets: urban families.

Paying tribute to Pop Art and readopting the bayadere style of the brand’s communication, we chose a colorful and militant look, both straight and cheerful. The products are not shown, but exclusively named on their packaging, in big capital letters creating a clear and graphic design. Each of them has a unique, amusing phrase or witty word play. Every product is an ambassador of the brand’s message: daily life should never be routine, but beautiful and fun.

The campaign was a huge success with articles in the press and on the web and hundreds of reactions on social networks.Most importantly French people love it:+ 20% increase in sales of tinned tomatoes+ 0,1 increase in market share+ 1,5 increase in Monoprix’s popularity indexIn 2010 Monoprix surpassed previous income records with a 4 billion net profit.