Rosapak has added glorious splashes of kitsch to the spirit of Valentine’s Day in its film for French grocery chain, Monoprix’s Valentine promotion.

The campaign begins with a delightfully unconventional way for Monoprix customers to convey their feelings for their crushes. The chain has produced a range of seven fake food packages, each with a love note (a pun, such as I have the hots chocolate for you, or I’m head over peas for you), and a space in which people can write their phone number.

Packs with a lot more wit and sparkle than the standard secret-admirer Valentine.

You see, at Monoprix, customers come first. The chain is always thinking of how to make their shopping experience easier. And Monoprix knows its customers. It knows that 50% of its shoppers are single.

Singles who cross paths every day at Monoprix.

The “06 packs” (in France most cell numbers begin with 06) will be available in Monoprix’s Paris and Lyons stores for a limited time. The packs continue Monoprix’s famous clever phrasing of product names. Last year, the chain released Label of Love, a film celebrating its 85^th anniversary, in which a boy expressed his feelings to his secret crush using the labels.

The film is an absolute delight. Humorous, quirky and as mentioned before, gloriously kitsch – a story of Alice’s burning love for César, whom she keeps seeing in the salad aisle.

The campaign launched on February 13 with Rosapark’s social media operation, The One, in which tweeters were encouraged to reveal their secret crushes using the hashtag, #UnCrushChezMonoprix (A Crush at Monoprix) – the hashtag playing Cupid, encouraging fellow users to help connect them.

Credits:

Agency: Rosapark

Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco

Creative Directors:  Gilles Fichteberg & Jean-François Sacco

Creative Team: Yara Dalens & Bénédicte Morin

TV Producer: Thomas Laurent

Print Producer: Justine Dudognon

Associate Director: Quentin Labat

Account Management: Lucile Wissocq, Jeanne Neuschwander, Armelle Pissavy & Quentin Barbaray

Community Manager: Charlotte Giraud

Senior Planning Strategy: Alexandre Ribichesu

International PR Director: Theda Braddock

Production Company: Muscle

Director: David Freymond

Producer: Lucie Vigier

Sound Post-Production: Schmooze

Image Post-Production: Muscle

Client: Monoprix

Client Management: Florence Chaffiotte, Nicolas Gobert & Stéphanie Jallet