When a competitive brand copies your ad, what do you do? You call in the lawyers, right? When it happened to French supermarket, Grand Frais, agency Rosa Paris had a better idea.

In June 2022, Monoprix Qatar released an ad that looked very, very!! similar to the one that Grand Frais had launched just six weeks prior.

Grand Frais and Rosa Paris decided to see it as a tribute. If this foreign chain recreated the film so meticulously, it’s because they really liked it and that they saw that it was particularly successful. 

So, to avoid other retailers spending time and money reproducing the film, Grand Frais and its agency decided to release a “white label” version to give them a leg-up. One by one, the Grand Frais logo was removed from all the film’s shots so that any brand could easily insert their own logo and reproduce the masterpiece for themselves.

They spread the invite on social media. 23 big brands took it up. The campaign’s reach went from 5m to 25m – with zero media spend.

Client: Grand Frais
Represented by Prosol (fruits & vegetables, creamery, fishmonger), Despi le boucher (butcher) 
Euro Ethnic Food (grocery) and Grand Gestion 
Prosol Communication Director: Téo Julien Seneor 
Marketing Director European Ethnic Food : Jennifer Manenc  
Marketing Communication Manager Despi le boucher : Vanessa Beauche  
External Communication Manager Grand Frais: Amandine Drevet 
Prosol Content Manager: Nicolas Boivin 

Agency: Rosa Paris
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco 
Managing Director: Sacha Lacroix 
Creative Directors: Nicolas Gadesaude & Julien Saurin 
Editorial Design: Julien Perrard 
Digital Art Director: Lola Lailheugue  
Digital Editorial Design: Valentine Schleicher  
Motion Design: Franck Rakoto & Robin Gasser 
Consulting Director : Camille Courant  
Group Manager : Lisa Duchein  
Head of Social Media : Julie Gueulet 
Social Media Manager : Alice Berthoud