CLM BBDO: A weird and wonderful homage to vegies

Thousands of ads with special offers attached pass through your life. You might pay passing interest. You might not. Every now and then though, there’s one that’s really weird. You’re unlikely to forget it. And even if you don’t or can’t take up its offer, your curiosity for the product – or service – is ignited.

In this case, a wonderfully weird offer by CLM BBDO, it’s a product. French soup brand, Les Recettes Ferme d’Anchin, is offering free soup to anyone whose name includes a vegetable. The campaign is called The Soup that Honors Vegetables. The two films in the campaign are also enticingly quirky.

Even the reasoning behind the campaign is memorably humorous: “Les Recettes Ferme d’Anchin loves vegetables and respects them. Respects them so much that it will do everything possible to honour them in its soups.

“Why? Because even today, far too often, vegetables are frequently mishandled and poorly cooked. Not to mention the reputation they have – just think of the expressions: ‘you’re full of beans!’, ‘couch potato’, ‘be in a pickle’… What’s wrong with being full of beans? Vegetables deserve better. And that’s why CLM BBDO created a campaign that gives them the respect they deserve.”

The films were directed by Béatrice Pégard of production company, La Pac.

Anyone with a vegetable in their name has the chance of winning Les Recettes Ferme d’Anchin soup. They just need to comment on the videos online to enter.

And, in an online activation, BBDO & La Ferme d’Anchin sought out influencers with vegetable-related handles – @emiliechoufleurlajolie (emilie cauliflower la jolie), @pititchampignon (little mushroom), @fraiseetbasilic (strawberry and basil), giving them a wood box with two Les Recettes Ferme d’Anchin soups, and a personalised bowl, to remind everyone they should be proud to bear the name of a vegetable.