Ogilvy Paris gave French garden retailer, Gamm vert, a distinctive purpose in 2024 with Grow Your Groceries, a campaign featuring films of people shopping in their vegetable gardens instead of supermarkets,

Now it is taking its message to the next level with clever packaging, specifically designed to show French consumers that they can literally grow their own groceries. A simple way to cope with the decline in purchasing power while still eating well without breaking the bank.

The campaign seed packaging has the appearance of food products, like those you can find on supermarket shelves. This limited-edition product range reimagines a packet of crisps, a can of tomato sauce, a carton of butternut squash soup, or even a jar of basil pesto, but inside, instead of a food product, are seeds or young plants to grow and then harvest fresh produce.

It’s a striking way to remind people that it’s possible to grow one’s own food. The approach gives new meaning to consumption by highlighting self-production as an accessible, sustainable, and economical solution. Crisps, sauces, soups… everything starts with a seed or a plant. 

The campaign is running in 900 Gamm vert stores across France through posters and roll-up banners showing the products from the range, being harvested directly from vegetable gardens.It draws inspiration from practices that were once part of the daily lives of our elders, encouraging young and old to rediscover a simple and sensible way to eat better while managing their budget.

” 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,” stated Myriam Narula, Gamm vert communication manager.

“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,” added Julien Bredontiot, creative director at Ogilvy Paris.

Credits: 
Client: Teract 
Marketing & Communication Director: Fanny Sibeud 
Communication Manager: Myriam Narula 
Project Manager: Caroline Pires 
Creative Agency: Ogilvy Paris 
President: Mathieu Plassard 
Chief Creative Officer: Matthieu Elkaim 
Executive Creative Director: Bejamin Bregeault 
Creative Director: Julien Bredontiot 
Art Director: Manon Tardif 
Copywriter: Chloé de Verbigier 
Strategic Planner: Kerim Yegin 
Account Director: Aurélie Chalaye 
Account Executive: Camille Dangoumau