We wanted to create a sensation using the product itself as the advertising medium through innovative retailing and product design.2,000 different packagings were created to give more visibility to Monoprix’s daily products – no images, but with a unique word play on each of them.

The message and the products appeared in supermarket aisles, on posters in shop windows and on billboards all across France. Online videos commented on the campaign. Libération, France’s leading daily paper launched a special promotional issue. Giant products appeared to people on their daily commutes. Our message: Daily life should never be routine.

The campaign had a significant impact on Monoprix as a company. For the first time they decided to focus on their private label and to reset their business strategy according to it.

On the part of media and consumers, 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 index.In 2010 Monoprix surpassed previous income records with a 4 billion net profit.