Gamm vert campaign promotes home-grown food

Gamm vert has launched a campaign with Ogilvy Paris that reimagines seed packaging as everyday grocery products, encouraging consumers to grow their own food.

The initiative, titled The Grow’ceries, builds on the brand’s earlier Grow Your Groceries concept and introduces a limited-edition range of packaging designed to resemble supermarket items such as crisps, sauces, soups, and pesto.

Packaging design highlights self-production

At the centre of the campaign is a packaging concept that mirrors familiar food products while containing seeds or young plants instead. The approach is intended to prompt consumers to reconsider how food is sourced and to highlight home growing as a practical alternative.

By presenting seeds in formats typically associated with ready-to-eat goods, the campaign connects everyday consumption with the process of cultivation, reinforcing the idea that many foods can originate at home.

Retail rollout supports campaign visibility

The limited-edition range will be available in selected stores, supported by a wider in-store campaign across nearly 900 locations in France. Posters and retail displays feature the products as if they are being harvested directly from vegetable gardens, linking the visual identity of supermarkets with home-grown produce.

The campaign positions self-production as a way to manage household budgets while maintaining access to fresh food, responding to concerns around purchasing power.

Campaign promotes behavioural shift

Beyond product design, the initiative aims to encourage a broader behavioural shift by reconnecting consumers with practices associated with growing food at home. The messaging highlights accessibility and simplicity, positioning cultivation as an achievable option for a wide audience.

Myriam Narula, Communication Manager, Gamm vert: "'The Grow'ceries' perfectly embodies Gamm vert's mission: to reconnect French people with nature from an early age and empower them to become actors in their own food supply. By sowing their own seeds, they discover that it's possible to grow and consume healthy and tasty products, while making significant savings."

Julien Bredontiot, Creative Director, Ogilvy: "By repurposing these everyday packages for French people, we want to create a jolt and awaken consciences: not everything we eat necessarily has to be bought at the supermarket; we can also grow it in our garden. This is an important concept to understand from an early age to know exactly what's on our plate. In a strained economic context, it's also a simple and clever solution to save money."

www.gammvert.fr

www.ogilvy.com

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