Creating Connections Between the Brand and Consumers

In a market where plant-based alternatives are attracting an ever-growing number of consumers, Fleury Michon sought to increase the visibility of its Tranches Végé range. By engaging directly with the general public. The objective was to introduce its new recipes, encourage product trials, and support evolving eating habits through a high-impact nationwide roadshow.

Over the course of three months, the brand rolled out a large-scale street marketing campaign with the ambition of reaching nearly 2 million people across France.

An Experiential Roadshow at the Heart of Everyday Life

To create a truly immersive shopper experience, GLOBE France designed and delivered a travelling roadshow across some of France’s busiest public spaces. Including train stations, city centres, shopping districts, festivals, concerts, leisure venues, and the Paris Plages summer event.

At the heart of the activation, brand ambassadors invited consumers to sample the different Tranches Végé products. Allowing them to discover the range in authentic, everyday consumption moments. This experiential approach encouraged meaningful conversations with consumers, helped overcome barriers to trial, and showcased the range’s benefits to a broad audience—from flexitarians and young professionals to families.

A Field Activation Designed to Drive In-Store Purchases

By combining a nationwide roadshow, street marketing, and product sampling. Fleury Michon transformed every stop on the tour into an engaging brand experience. Each activation captured consumers’ attention in the places they live, work, and spend their leisure time, creating meaningful one-to-one interactions.

The campaign also strengthened awareness of the Tranches Végé range while generating significant product trial. Live sampling helped overcome purchase barriers by introducing consumers to the new recipes in a friendly, engaging environment. Through this experiential approach, the activation proved to be a powerful drive-to-store initiative. Building brand preference, increasing purchase intent, and accelerating the adoption of plant-based alternatives at retail.