Grand Frais reunites with Kad Merad for campaign

Through the campaign, Grand Frais continues to place its stores and product offering at the centre of its communications

Grand Frais has launched a new advertising campaign created by Rosa Paris, marking the third chapter in the retailer's collaboration with actor Kad Merad and continuing a creative platform centred on the in-store shopping experience.

The campaign features a film titled Incognito, which follows Kad Merad as he attempts to visit his favourite Grand Frais store while avoiding attention generated by his public profile.

Humour remains central to brand positioning

The film presents a series of increasingly unlikely situations as Kad Merad adopts a range of disguises in an effort to remain unrecognised while shopping.

Through the campaign, Grand Frais continues to place its stores and product offering at the centre of its communications, using humour to highlight customers' enthusiasm for quality food and fresh produce.

Agency continues established creative platform

The campaign extends the long-running partnership between Grand Frais and Rosa Paris, following two previous television campaigns that resonated strongly with French audiences.

As competition within the grocery retail sector continues to intensify, the brand is maintaining a communications approach that combines entertainment with everyday shopping experiences.

Director and actor reunite for latest film

The campaign brings together Kad Merad and director Jean-Baptiste Saurel of Big, with the creative work drawing on the actor's popularity and established comedic style.

The film also includes references to roles from Kad Merad's career, offering additional details for viewers familiar with his filmography.

With Incognito, Grand Frais and Rosa Paris continue to build a distinctive advertising platform that uses humour and recognisable personalities to reinforce the retailer's position in the market.

www.grandfrais.com

www.rosaparis.com

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