Crêpes en Fête celebrates Chandeleur with an in-store activation

La Chandeleur, a Must-Attend Culinary Occasion

Every year, La Chandeleur stands out as a special moment for food lovers and culinary trend enthusiasts. In 2024, the Crêpes en Fête Committee, in collaboration with GLOBE GROUPE, set out to transform this tradition into a unique experiential event.

The ambition: to offer consumers an activation that combines taste pleasure, creativity, and commercial performance, while strengthening the visibility of the major partner brands.

When Leading Brands Join Forces

For two weeks, five iconic brands — Béghin Say, Francine, Isio4, Lactel and Loïc Raison — came together to create a truly unprecedented culinary activation. Their complementarity made it possible to showcase an exclusive recipe, tasted directly in leading French retailers.
To orchestrate this large-scale initiative, GLOBE GROUPE designed a tailor-made strategy, deploying three levels of activation: from premium merchandising to in-store activations and exclusive tastings. Each touchpoint was carefully designed to maximise shopper impact and highlight the synergy between the brands.

A Festive and Engaging Shopper Experience

The activation was conceived as a genuine celebration of gastronomy, combining:

• captivating in-store activations, immersing visitors in the Chandeleur spirit,

• exclusive tastings, stimulating the senses and creating an emotional connection with the product,

• effective shopper mechanics (exclusive offers, targeted purchase incentives) designed to drive immediate sales and boost performance in mass retail.

At the crossroads of innovation and tradition, this operation illustrates  to create differentiating retail experiences that celebrate a passion for gastronomy while generating tangible results for partner brands.