Taking advantage of the street food craze
études de cas
Jacquet celebrates burgers from our regions with the “The recipe of France’s favorite burger” operation.
An exceptional 6-month communication campaign which helped create unique contact points between Jacquet, the consumers and the stores. Regions, flavors and sharing were the key words of this roadshow. The Jacquet Food Truck helped bring the digital campaign to life and embody this unprecedented operation. This operation involved Jacquet’s colors and values: indulgence and friendliness.
Objectives: launch a large-scale operation all over France to promote the Jacquet burger bun range via recipes that showcase our regional specialties.
An integrated operation as 13 food bloggers were initially selected (via a major competition) to represent their region and asked for their interpretation of the burger, after which Internet users voted for their favorite recipe. The Jacquet Food Truck subsequently toured France’s major cities, organizing tasting sessions with the favorite recipe as well as the regional recipe, accompanied by mouth-watering promotional offers. Strasbourg, Dijon, Lyon, Toulouse, Poitiers, Nantes, Rennes, Montargis, Quevilly, Lille, etc. A tour of France’s high streets as well as supermarket and hypermarket car parks.
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