Le Petit Marseillais

LE PETIT MARSEILLAIS HIGHLIGHT

“WE’RE GETTING WET FOR THE PLANET”

For nearly 10 years, Le Petit Marseillais has been committed to a concrete CSR approach: protecting the environment in Provence. To support the launch of its Bio Shower Gel range, Le Petit Marseillais asked its shopper marketing agency, GLOBE, to create a standout campaign that promotes the innovation while highlighting its CSR actions.

Sharing Its Commitment

“Get Your Hands Dirty for the Planet” is what Le Petit Marseillais offers—an iconic and historical brand deeply rooted in the minds of French consumers and committed to an active CSR approach for a decade. To share its commitment with consumers during a time when societal and environmental issues are increasingly critical, the Provençal company invites people to support one of its five engaged projects. This generous and entertaining initiative is aligned with the brand’s “Feel Good” philosophy and focuses on co-engaging consumers.

The heightened awareness of environmental issues in 2020, particularly due to the COVID-19 crisis, has made it clear that companies must address the demands of shoppers who prefer eco-responsible products, care about local origins, and value “Made in France.” Communicating about CSR and commitment requires legitimacy and a precise tone, without forgetting the commercial objectives of brands. Thus, finding a balance between CSR communication and retail needs requires creativity and finesse.

A Campaign Aligned with the Brand’s Values

While some competitors use traditional communications around nature and ecology, Le Petit Marseillais has chosen to reaffirm its generous nature, Provençal roots, and ecological and societal values by sharing its commitment widely. The campaign “On se mouille pour la planète,” designed by its shopper marketing agency GLOBE, sets the tone for inclusive CSR communication that involves consumers directly in an eco-responsible project without any strings attached.

The brand invites shoppers to vote for one of the five engaged projects: the rehabilitation of the Serre Ancienne of the Domaine de l’Ermitage, the creation of a botanical trail, the cleaning of the Vigueirat canal, the installation of pollinator nesting boxes, or the reintroduction of white lavender in Provence. The project with the most votes will be realized.

An In-Store and Out-of-Store Campaign

The campaign takes place both in-store and out-store. “On se mouille pour la planète” is more than just a slogan; it reflects the effort proportional to the cause. Consumers in supermarkets and hypermarkets can vote via an application on a tablet. The most enthusiastic participants can join the Petit Marseillais Bike Bar, set up in shopping malls and outside large stores. Seated on a bike, they will use the associated tablet to choose the project they want to support. In a sprint of up to 30 seconds, their pedaling will earn additional votes for their chosen project.

For those less inclined to sports, voting is also available on the brand’s Facebook page, which promotes the campaign.

The “On se mouille pour la Planète” campaign is deployed in high-traffic areas across several major French cities (Marseille, Lyon, Bordeaux, Toulouse, Lille, etc.) for four weeks. This is a great opportunity for consumers to learn more about biodiversity, understand the issues without guilt, and engage in a fun and meaningful way alongside the brand.

The campaign was recognized as the Best Bio Shower Gel Launch of the Year (Nielsen Ranking).