Recently, a French teacher of mine showed us this ad announcing new products for Valentine’s day at Monoprix, one of the largest grocery store chains in France. Essentially, the grocery chain company introduced a line of new products that you can use to tell your crush whom you met at the grocery store that you like them. Monoprix’s ad agency, Rosapark, created a bunch of pickup lines with French food homonyms and turned those pickup lines into packaging for products like crackers and peas. Then, the company showcased them in a playful ad, made in a collage style and filled with irony and puns.
What’s genius about this ad is that it speaks to the character of the company. Monoprix isn’t really going to make a huge profit on these items; they were only sold on Valentine’s day at a number of stores in limited edition. BUT, by creating this cute word play ad, shoppers may choose to go to Monoprix to do all of their grocery shopping because they simply like the brand. The ad ends with a hashtag, which prompted many companies and users to praise the campaign on Twitter and declare the ad the #AdoftheDay.
Another great thing about this ad is the fact that it appeals to singles on Valentine’s day, a day where singles are ignored. On the other hand, would you like to be reminded on Valentine’s day that you’re single and you need to ask someone out? Feel free to leave comments below.