Fleury Michon at the Heart of the Summer Experience
As part of its commitment to strengthening its strategic partnership with the French Federation of Pétanque and Jeu Provençal, Fleury Michon is launching a major tasting tour across France.
The aim? To create a unifying, cross-generational experience by meeting the French public in the very places where the most memorable moments of togetherness are shared: festivals, campsites, seaside resorts, city centres and shopping malls.
An Experiential and Immersive Roadshow
GLOBE GROUPE has designed a tailor-made event concept, embodying the values of sharing and enjoyment around pétanque.
The activation is built on a travelling roadshow, combining gourmet tastings with fun activities, to showcase Fleury Michon products in a 100% relaxed atmosphere. With strong branding and dynamic storytelling, the brand is capitalising on the summer season to maximise visibility and strengthen its closeness with consumers.
A Campaign that Has It All
From June to September 2025, the Fleury Michon Tour will travel across France, offering young and old alike special moments of togetherness through pétanque matches and generous tastings. With strategic high-traffic locations (beaches, campsites, supermarket car parks, lively town centres), the operation ensures nationwide coverage and maximum impact.
Throughout the tour, Fleury Michon ambassadors will host a range of activities:
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Tastings of Fleury Michon products with delicious recipe ideas
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Friendly pétanque games with exclusive prizes for participants and winners
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Camping exclusive: a daily raffle with two Fleury Michon-branded pétanque triplets to be won
The result? A successful activation that turns every encounter into a memorable moment, strengthening consumer engagement and reinforcing the image of a brand close to all French people.
