Grand Frais and Rosa Paris are aiming for the popularity trifecta. Their two previous TVCs have ranked Top 6 and Top 4 among the French people’s favourite ads. The new commercial stars Kad Merad, one of the most popular faces of French cinema.

For this third chapter, the brand continues to place the in-store experience and an unconditional love of quality products at the heart of its storytelling. Incognito features Kad Merad willing to do anything to visit his favourite store, despite a level of fame that makes things slightly more complicated. What follows is a series of improbable – and entertaining – scenarios in which the actor gets creative to remain incognito with ridiculous disguises. The most attentive audiences may even spot references to the actor’s career.

Incognito began building interest on May 10 with several teaser spots saying “See you tonight”, that aired on TF1 to spark curiosity before the reveal of the 1.25- and 30-second films during Sunday evening Prime Time. The TVC is being supported by exclusive M6+ pre-roll takeovers, placements in the first ad break during key audience moments, strong presence across video platforms, as well as GIF, CapCut and meme adaptations for social media. The film will also run in cinemas from May 20 to June 23. The WPP rollout will allow the campaign to reach nearly 90% of the audience, reaffirming Grand Frais’ distinctive position in an increasingly competitive market by relying on unique communication that blends humour and closeness.

Credits:

Client: Grand Frais
Prosol Marketing & Communications Director: Téo Julien Seneor
Euro Ethnic Foods Marketing Director: Sigrid Baron
Prosol Communications Director: Pauline Martin
Despi le boucher Marketing Communications Manager: Vanessa Beauche
Prosol Content Manager: Nicolas Boivin
Grand Frais Gestion Communications Manager: Marie Luxcey

Creative Agency: ROSA PARIS
Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Deputy Managing Director: Bénédicte Muller
Copywriter: Julien Perrard
Associate Director: Dorothée Mianet
Head of Social Media: Julie Gueulet
Head of Production: Elodie Jonquille
Account Director: François-Xavier de Sousa
TV Producer: Géraldine Bourguignat
Legal and Business Affairs: Chloé Bourdyot

Director: Jean-Baptiste Saurel
Production Company: Big
Producer: Kasia Staniaszek
Production Director: Pierre-Arnaud Andrieu
Sound: Schmooze
Editor: Benjamin Weill