Grand Frais
When I brought Grand Frais — France’s leading fresh food retailer — to the agency, the brand had no advertising, no social presence, and no communication strategy.
We built its social strategy from scratch: a dedicated production model, agile shoots across France with 1,000+ local producers, and a seasonal content system delivering over 500 social assets a year.
The result — a brand built on authenticity, craftsmanship, and cultural connection.
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 & Influence
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.
