CLM BBDO honors vegetables with new campaign "Justice to Vegetables"

Dec. 05, 2018

The all-natural, innovative French soup brand Les Recettes Ferme d’Anchin is launching its first campaign, “The Soup that Honors Vegetables”, with the help of CLM BBDO.

Les Recettes Ferme d’Anchin loves vegetables, and respects them. Respects them so much that they’ll do everything possible to honor them in their soups.

Why? Because even today, far too often, vegetables are frequently mishandled and poorly cooked. Not to mention the reputation they have – just think of the expressions: “you’re full of beans!”, “couch potato” “be in a pickle”… What’s wrong with being full of beans? Vegetables deserve better.. and that’s why CLM BBDO created a campaign that gives them the respect they deserve.

The Recettes Ferme d’Anchin is the brand that celebrates vegetables in all their forms

The campaign, which showcases vegetables in all their glory, consists of 2 films, outdoor posters (in partnership with retailer Monoprix), and an activation.

The offbeat digital films, directed by Béatrice Pégard of the ultra-creative production company La Pac introduce us to 2 characters, Louise Asperge (Louise Asparagus) and Samuel Poireau (Samuel Leek). These guys have had to put up with all kinds of taunting since childhood but now, thanks to Recettes Ferme d’Anchin, they can finally appreciate and celebrate their distinctive names.  

To take things a step further, the brand is running an operation where anyone with a vegetable in their name has the chance of winning Les Recettes Ferme d’Anchin soup - they just need to comment on the videos online to enter.

And, in an online activation, BBDO & La Ferme d’Anchin sought out influencers who’ve willingly chosen vegetable-related handles - @emiliechoufleurlajolie (emilie cauliflower la jolie), @pititchampignon (little mushroom), @fraiseetbasilic (strawberry and basil), giving them a wood box with 2 Les Recettes Ferme d’Anchin soups, and a personalized bowl. A way of reminding everyone they should be proud to bear the name of a vegetable.