La Boulangère is a pioneer in French fair trade. In 2012, they laid the first foundations of their approach by developing a responsible purchasing policy. It is the first brand of pre-packaged breads and pastries with wheat flour and eggs labelled French Fair Trade.
This TV campaign (split between a 30” format and 15” formats) is broadcast from June 3 to August 20 and will enable people to discover La Boulangère’s products, made from French fair trade. The idea is as simple as it is silly, showing stereotypical beautiful shots of wheat fields and farmers in mills who are continuously talking to the camera, but all they say is "nanana nana, na". In other words, blah, blah blah. Because fair trade is usually just all talk, except not in the case of La Boulangère.
La Boulangère approaches this with strong, reciprocal and fair commitments. This enables farmers to invest in their own and their crops futures.
“Produce good products by cultivating local anchorage and supporting the French agricultural sectors enable to give meaning to the act of purchase”
- Pascal Pubert, Deputy CEO of La Boulangère.
This approach thus secures local employment while promoting sustainable practices. Indeed, the Agri-Ethique label also supports all the players labeled in the implementation of environmental or societal responsible actions.
“This approach is proof that the agri-food industry can engage, rethink its practices and evolve them to reinvent an industrial model more respectful and responsible. It is by continually questioning and working together that we will succeed in promoting more virtuous modes of consumption”
- Christophe Aillet, general Manager of La Boulangère.
Client : La Boulangère
Group marketing manager: Frédérique Fillon
Bakery product manager: Malorie Potier
Agency : Gloryparis
Creative direction: Hugues Pinguet et Arnaud Le Bacquer
Commercial manager: Jean-Baptiste Herman
Project manager: Estelle Lacoste
Creative director: Gabriel Bonnefond
Copywriter: Damien Bazile
Movie production : Octopods
Director: Kris Debusscher
Sound production: YouR SouND
Composer: Frédéric Schumann