French are turning away from meat, even the french one despite its better quality. As a distrust « meat lobby », how to reengage the discussion over meat detractors' bad noise ?

We created the very first sauce that goes equally well with meat and vegetables, so that everyone whatever their diet could finally debate peacefully around the same table.

To reach all the population, we chosed to carry our message through a symbolic object that goes directly at the center of the tables, during a valuable moment for all French : meal.

We launched the sauce on the International Day of peace, through a PR event and a Social campaign, amplified by influence, and distribute the product in more than 4500 shops.

This initiative showed the industry in a new light and was supported by major chefs. The sauce was sold out in two weeks.