Le Petit Marseillais takes action for the planet

le Petit Marseillais highlight “We’re getting wet for the planet”

For nearly 10 years, Le Petit Marseillais has been firmly committed to protecting the environment in Provence. To support the launch of its new Organic Shower Gel range, the brand entrusted shopper agency GLOBE with creating a major activation to both highlight this innovation and showcase its CSR initiatives.

A Campaign Aligned with the Brand’s Values

While many competitors stick to fairly conventional communications around nature and ecology, Le Petit Marseillais chooses authenticity and action. With the “Diving in for the Planet” campaign, designed by GLOBE, the brand reaffirms both its Provençal roots and its CSR values by directly involving consumers.

The concept? Consumers are invited to vote for one of five eco-responsible projects in Provence: the restoration of a historic greenhouse, the creation of a botanical trail, the clean-up of the Vigueirat Canal, the installation of pollinator nesting boxes, or the reintroduction of the once-lost white lavender.

An inclusive and engaging activation that showcases the power of shopper marketing to turn brand commitment into positive impact. Playful, generous and true to the “Feel Good” philosophy, it transforms every consumer action into a genuine act of co-engagement for the planet.

An Immersive In-Store & Out-of-Store Activation

The “Diving in for the Planet” campaign goes far beyond a simple slogan to become a truly engaging experience.

In-store, shoppers are invited to vote via tablets installed in hypermarkets and supermarkets. The most enthusiastic can take the experience further at Le Petit Marseillais’ Bike Bar, set up in shopping centres and outside major retailers. Sitting on a connected bike, they select the project of their choice and, by pedalling for 30 seconds, generate additional votes to support it.

However, for those who prefer a digital approach, the campaign is also relayed on the brand’s Facebook page, enabling everyone to take part, even remotely.

Rolled out across high-traffic locations in major French cities (Marseille, Lyon, Bordeaux, Toulouse, Lille, etc.), this 4-week activation combines education, entertainment and engagement. It raises awareness of biodiversity without guilt-tripping, turning every consumer action into a meaningful contribution alongside the brand.

A winning initiative that enabled Le Petit Marseillais to achieve the best Organic Shower Gel launch of the year (Nielsen ranking).