Grand Frais
When I brought Grand Frais — France’s leading fresh food retailer, often compared to Marks & Spencer in the UK or Whole Foods in the US — to the agency as a retainer client, they had no advertising, no social media, and no communication strategy in place. I built everything from the ground up, starting with a dedicated production system to manage shoots across France with over 1,000 local producers. Coordinated around seasons and craftsmanship, this approach delivered 500+ social assets each year through highly efficient logistics.
Brand films & aesthetic
From a blank slate, I created Grand Frais’ first brand films, shaping a distinct aesthetic that set the tone for all future campaigns. These films highlighted the authenticity of producers and the richness of their terroirs, positioning Grand Frais as more than a retailer — as a brand rooted in culture and craftsmanship.
Social media & collabor–ations
I then designed and launched their social media strategy, including the hit YouTube series Le Tour du Frais that showcases local producers. I also initiated Grand Frais’ first influencer partnerships with chef Mallory Gabsi, creating formats such as C’est qui le chef? and Les défis de Mallou. This long-term collaboration redefined how the brand engaged with audiences and made cultural relevance central to its identity.
