C'EST DOUX, C'EST TOUT | CHAVROUX
BRAND AWARENESS CAMPAIGN - SWITZERLAND - 2024 (LOST PITCH)
Creative direction: Jean Colliard | Strategy & Narrative direction : Léonore Godo | Art direction : Pierre-Olivier Dezeque & team
Chavroux is a well-known brand belonging to the French group Savencia. Unfortunately, it success is not as bright in Switzerland where consumers have a more complicated relationship to goat cheese. Among the principal barriers: the taste & smell are perceived as too strong, Swiss people are not big consumers of cheese outside of meals (e.g. no cheese plate in a usual Swiss dinner), and goat cheese versatility is questioned. As a result, Chavroux's communication is mainly promotional and doesn't really serve the brand purpose, making it difficult to emerge within the category.
Our approach: let's refocus our comms on emotional RTBs that are anchored in a product truth. That is: the goat cheese's softness! My strategic angle was simple: Chavroux introduces the softness 2.0.
"In this crazy world where we're living at the speed of light,
it's tempting to put softness on the back burner.
it's tempting to put softness on the back burner.
But softness can be a real boost.
The softness of a caress that puts the smile back on your face,
The softness of a little word that restores confidence,
The softness of a moment that lets you savour the present moment...
The gentleness that refreshes our daily lives,
That's the kind of sweetness that Chavroux chooses to add
a zest of good humour into our lives!
That's the kind of sweetness that Chavroux chooses to add
a zest of good humour into our lives!
Softness 2.0. That's the Chavroux state of mind."
From this overarching concept, we developed "C'est doux, c'est tout", a campaign made to raise Chavroux's awareness as well as its start product's.
A SOFT & FRESH CAMPAIGN THAT SADLY GOT REJECTED (but hey, we had fun doing it)
See the creative assets below 👀
Lifestyle key visuals
Zoom-in product range KV
POS application
Social Media application
