Have you ever wondered why the joy of baking is often reserved for birthdays, Christmas, or New Year’s? Ogilvy Paris has taken on this intriguing question in response to a request for proposal (RFP) to revitalize Vahiné’s communications—a brand nestled under the McCormick group, which also oversees the Ducros brand in France.
Breaking the Baking Norms:
The fresh collaboration between Vahiné and Ogilvy Paris sets the stage with a captivating campaign challenging the conventional belief that baking should be limited to special occasions. Instead, it champions the idea that any day can be a perfect day to indulge in the pleasure of creating cakes, cookies, or crêpes. Every excuse, no matter how whimsical, becomes a valid reason to embrace the joy of baking.
Nostalgia and Bold Creativity:
Rooted in the brand’s nostalgia, the campaign seeks to reintroduce the iconic signature “Vahiné c’est gonflé,” which has embodied the brand’s spirit since 1984. The phrase encourages consumers to be bold and creative in the kitchen, echoing the brand’s commitment to inspiring culinary adventures.
The Over-the-Top Gonflé Pretext:
The centerpiece of the campaign is a heartwarming film directed by Manon Gaurin of DeGaulle production. The narrative unfolds with a mother and daughter concocting a delicious birthday cake for the father, who, to his surprise, discovers it’s not his birthday at all. The whimsical pretext for baking is revealed as an over-the-top gonflé fabrication by the mother and daughter, delivering a delightful twist. The voice-over asserts, “With Vahiné, any excuse is good enough to treat yourself.”
Multi-Format Social Engagement:
Beyond the full-length film, the campaign strategically embraces social channels with 20-second, 15-second, and 6-second formats, ensuring a diverse and engaging presence. The content is set to grace TV screens and in-flight entertainment from November 30 to December 24, providing an additional reason to savor delightful treats before the festive Christmas season.
Published in France – December 2023:
This professionally crafted campaign, aptly titled ‘Every excuse is a good excuse,’ made its debut in France in December 2023. Ogilvy Paris’s creative prowess, coupled with Vahiné’s timeless charm, brings a lighthearted and inclusive message to households, inspiring everyone to find joy in baking, irrespective of the occasion.
In essence, Vahiné and Ogilvy Paris invite you to embrace the delight of baking with open arms, making every excuse a good excuse to treat yourself and your loved ones to the simple joys found in the heart of the kitchen. After all, who says you need a special reason to enjoy the pleasure of creating delicious moments?
