Following two highly successful TV campaigns (ranked respectively Top 6 and Top 4 among the French people’s favourite ads*), Grand Frais and Rosa Paris continue their collaboration with a new film starring Kad Merad, one of the most popular faces of French cinema.
For this third chapter, the brand continues to place the in-store experience and an unconditional love of quality products at the heart of its storytelling. The film, “Incognito”, features Kad Merad willing to do anything to visit his favourite store, despite a level of fame that makes things slightly more complicated.
What follows is a series of situations as improbable as they are entertaining, in which the actor doubles down on creativity to remain incognito, multiplying disguises with obvious delight.
With this new campaign, Grand Frais reaffirms its distinctive position in an increasingly competitive market, relying on a unique communication territory that blends humour and closeness.
By bringing together Kad Merad and director Jean-Baptiste Saurel (Big), Grand Frais and Rosa Paris are betting on popularity and humour. The most attentive audiences may even spot iconic references to the actor’s career.
*Source: Advertising rankings for 2022 and 2024
