The brief

In line with the trend towards better consumption, Nestlé Céréales France called on Lonsdale to promote its supply chain approach to consumers during a dedicated event.

A cross-functional event, allowing all Nestlé Céréales brands to highlight the sourcing and local manufacturing of its products.

The “Préférence Nestlé Céréales” approach becomes an opportunity for communication and education to meet consumer expectations.

How to communicate a clear and specific message to the brand? What new global concept could be brought to life at the point of sale that would be both meaningful and business-generating?

Our recommendation

We have defined proximity as the major point of differentiation of the “Préférence Nestlé Céréales” approach.

Close to its consumers with an impactful and conniving concept and a discourse of evidence while teaching.

Close to its partner farmers, with a commitment to wheat production.

Close to the wheat fields with the emphasis on the location of the fields near the factories.

The instore rollout

• A system implemented nationally in May 2022 in 300 shops.
• A more embodied concept and tone of voice, which promotes the approach through proof in all simplicity.
• An instore scenography that marks its difference thanks to a totemic element that brings us a little closer to the fields.