Diseases due to unhealthy eating habits are rising: diabetes, cholesterol, hypertension, obesity, cancer… people are aware of the risks of unhealthy eating, but it’s easier said than done. In city centers in particular, less time and a higher cost of living make it hard for urban populations to have access to nutritious, good quality food.

So how could we help urban people eat more healthily?

The objective was clear: to promote a better diet of organic, non-processed food and make it easily accessible for people living in cities. 

The creative idea was to use Monoprix’s centenarian customers to become influencers for the brand. We created a 360° campaign that shared their eating habits and their shopping baskets, in order to establish a list of 650 products that are the key to a long, healthy life. Monoprix then promoted these products by marking down their prices to make them more accessible to all ages.

As one of the main food-suppliers of French city centers, Monoprix has always been deeply concerned about the urban population’s life. Monoprix knew that the rhythm of urban life was getting in the way of good nutrition. Therefore, the brand decided to help its customers by reminding them of the solutions that exist and that they can trust. First, the supermarket decided to ask the most trustworthy people to talk about how easy it was to have a healthy diet and a long life with Monoprix: centenarian customers. Then, after looking in the centenarian customers’ shopping baskets, Monoprix selected 650 healthy and tasty products and promoted them by reducing the prices. Finally, to share the operation, Monoprix made these two customers real influencers.

To share the secrets and healthy-eating habits of our centenarian customers, we made them influencers. We created a true, immersive campaign that documented their lives. We went to their homes in Paris and Nice, followed them to their local Monoprix and analyzed their shopping baskets. We did specific interviews asking them to explain their habits, and we even filmed the “unboxing” of their shopping baskets on TikTok, generating millions of views and thousands of comments.  Lastly, we celebrated them with our print ads.

The results allowed us to establish a list of 650 healthy products from the aisles of Monoprix, which were then marked down by 30%.

+43% of sales increase

+300 000 euros per day during the operation.

11 million views on Tik-Tok and Meta for the unboxing

47 million impressions