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.