International dishes with a French touch

We spoke with the agency’s Managing Director Jeanne Neuschwander and Executive Creative Director Nicolas Gadesaude.

How long has The Good Company been working for Monoprix, and what was the initial brief when the brand contacted the agency?

NG: We’ve been working for Monoprix since 2023. The initial challenge was to reconnect the brand with urban dwellers, to find reasons for them to visit or return to Monoprix, and to bring a touch of beauty to their lives. It was also a post-COVID request for ideas to answer the question: “How do we give a renewed momentum to the very special relationship that exists between the brand and people who live in cities?” Especially since many of the brand’s competitors are now entering cities where they weren’t previously established. It was important to reaffirm our uniqueness and brand personality.

JN: Monoprix is often compared to (French supermarket chains) Leclerc or Intermarché, and so forth, while in fact they’re not even in the same neighbourhoods. We’re seeing players like these move into urban areas – but their size and even their offering is very different to Monoprix. So the whole challenge was to restore the brand’s prestige as a supermarket, a retailer, and a local store, all at the same time.

We were impressed by your “Mangez Français” (Eat French) campaign. What inspired the idea of promoting international dishes made exclusively with French ingredients, and how did this concept evolve during the campaign’s development?

NG: The initial brief was: “How do we promote French produce?” All we knew was that Monoprix couldn’t do it the same way as others. Monoprix has a different tone – it has to surprise.

Above all, the campaign is based on a real insight. We asked ourselves: what do people who live in cities actually eat? It’s not pot-au-feu, tartiflette, or boeuf bourguignon every time. In their daily lives, they eat sushi, burgers, tacos…That’s the truth we wanted to acknowledge, adopt, and own.

Given the current times, we thought it would be interesting to champion cultural openness while also being proud of France. It’s the meeting of two things that are often seen as irreconcilable, yet in reality, they create the same dynamic.

JN: The final point was, of course, the growing tendency among city dwellers to consume locally. Between this reality and the growing range of made-in-France products at Monoprix, we asked ourselves how these two truths – one about the brand, the other about consumers – could resonate together. That’s what led to this campaign.

Which demographic groups are you targeting with this campaign, and how did you tailor the message to resonate with them? You mentioned urban consumers…

JN: We’re addressing a broad urban target group, aged 25 to 55, including young professionals who often eat food from around the world, as well as parents who want to encourage their kids to try different dishes.

The campaign had several elements: an outdoor ad campaign, a dedicated landing page featuring all the recipes made with French ingredients, and a full social media ecosystem. In reality, we’re speaking to all urban dwellers – it’s really the communication channels that were tailored to each audience.

Can you tell us more about your creative choices, especially the selection of international dishes, and how they were used to convey the message?

NG: First and foremost, we wanted the campaign to be based on real-life truths. What mattered to us was not just picking dishes that looked “pretty.” We wanted them to be authentic. We chose dishes that are widely consumed in cities and encouraged urban dwellers to recreate them with French ingredients.

But since this is Monoprix – and because the French love food – we ensured that each dish looked as appealing as possible. Monoprix’s brand colours have always been bold and vibrant, so we selected dishes that were equally colourful and lively. The result is something visually joyful.

There’s also an implicit contract between Monoprix and city dwellers: first, a Monoprix ad must make people smile or surprise them. And second, it must beautify the place where it appears. A visual identity and colour guide for the brand already exist – this is now our heritage, and it means a Monoprix ad has to be beautiful. People expect it; we can’t afford to miss the mark and risk disappointing them.

What metrics or feedback have you received regarding the campaign’s effectiveness in influencing consumer choices when it comes to ingredients?

JN: Unfortunately, it’s a bit too early to say – the numbers haven’t come in yet. But we do know the campaign has performed extremely well in digital spaces.

One of the most important takeaways is that creativity is key for Monoprix. When Monoprix reclaims its creative prestige, its campaigns stand out. It’s primarily a French brand, but this campaign has even crossed the Atlantic. So we were thrilled to see that it resonated with people worldwide, showing that French gastronomic culture is universally recognized.