Three images arranged diagonally show graffiti on a wall, a man in costume shouting, and people in costumes protesting with a sign. The packaging for "Ovo Crunchy" is visible.

Advertising and Communication Platform

The Brief

To make OVOMALTINE CRUNCHY the new spread alternative for 18-35 year olds.

Data & Insights

An in-depth study of target audience data and several influencer groups revealed that, starting in adulthood, some people begin to tire of the spread of their childhood and seek something new, richer in sensations, and more transgressive.
The idea was to create a protest movement under the slogan: "We've been smeared with the same thing for years," spearheaded by crêpes (FLC: the Crêpe Liberation Front) on Candlemas, joined by all spread-based foods throughout the year: rusks, toast, pancakes…

The Answer

A total of 7 viral videos were created with the Golden Moustache collective (Lucien Maine, Greg Romano, Yace (Yacetom), and Benoît Blanc), garnering over 5 million views. A street marketing campaign distributed over 300,000 samples. A "Tartinée" campaign by SO Bang also enlivened the brand's social media pages, where the fight continued: crêpes, joined by all the other spreadable treats (rusks, pancakes), encouraged people to sign a petition to make Candlemas a public holiday. This petition was then presented to the Minister of Labor, ultimately reaching 10,000 participants and a 70% participation rate.

Three men in disguise: one as a tub of Ovaltine Crunchy and the other two as slices of toast, standing in a city street, looking at the camera.
A person with long brown hair and a beard, dressed in a beige suit, appears perplexed or uncomfortable in front of the camera.
A man dressed in a large round suit resembling a toasted bagel stands in front of a building; he appears to be participating in an event or promotional campaign.
A person dressed in a large costume representing a tub of Ovomaltine Crunchy stands outside, in front of a building.
Two people in police uniforms are restraining a man dressed in a large pita bread-shaped suit on a city sidewalk, with graffiti on the wall behind them.
Two police officers stand next to motorcycles parked on a narrow city street, with a white van and shop windows in the background.
Two people dressed in crepe-shaped costumes stand near a wall adorned with graffiti in French where one can read "LES CRÊPES SONT DANS LA PLA" and "TEAM CRÊPE", written in black and blue spray paint.