So this campaign isn't just a "publicity stunt"?
No, it's a major part of our wider thinking about the Group's communication: a key element that first aims to accelerate the internal realisation of what we represent, and how strong we all are together.
Why did you choose to put the spotlight on your members and employees?
For us, it was an obvious choice. The aim of this campaign was to promote farming and the food industry. It's an invitation to get to know us better, to discover the passionate men and women, doing exciting jobs. No one is in a better position to do this than VIVESCIA's farmers and employees. And the project was greeted favourably – enthusiastically even – when we presented it to them. And the testimonials we collected after the photo shoots and when we shot the film confirm it. Everyone played along, and I think they are proud to contribute to promoting VIVESCIA's farming and food processing businesses. Our members and are teams really are our main ambassadors to the public...
So your aim wasn't only to raise awareness of your businesses?
There are multiple objectives: to improve understanding of our businesses, to reinforce the pride in being part of a group and, of course, to increase awareness of the Group. We are a major economic player in the east of France, which is where we originated, especially in terms of direct and indirect jobs. We must do more to raise awareness of this, to allow people to get to know us better and encourage the talents of the future to join us, to develop and further strengthen the region's dynamism. But in the long term, our national and international brand awareness is also important as we operate in many regions around France and on international markets.
Most of your customers are professionals. Why develop a campaign aimed at the general public?
First of all, some of our brands are well known, very well-known even, by the general public. It's true in France, for example, with Francine flour, as well as with certain bakery brands like Campaillette and Copaline… Abroad, our Délifrance shops are synonymous with "French excellence" and "inspired bakery", and are a benchmark in terms of bread and patisserie quality. We also do a lot of B2B, but that doesn't mean we have to stay in the shadows. Farming and food interests consumers, and civil society has high expectations. Many economic, political, and media stakeholder discuss these issues, and we are familiar with them. As specialists, we have the credibility and legitimacy required to speak up and give our point of view. So this campaign is also a way for us to open up more to the outside world, to create this link with our stakeholders.
The expression "Nourish people" appears several times in this campaign. Isn't the concept a little abstract?
On the contrary, it’s perfectly concrete for us! That’s the purpose of all our businesses. It's a responsibility that everyone accepts in their own way, every day. It's a guiding principal, like a recurrent theme that implicitly guides our everyday actions. In farms, we talk about "good harvests", "good grain", and "well maintained soil", and on industrial sites, we talk about "quality", "food safety", "preserving our resources", and R&D to improve flavours and textures… The purpose of all this – all this know-how – is to produce good grain to make good products that we can be proud of, which we enjoy, and that will feel the world. And that's exactly what the people who spoke in this campaign said.
How will this campaign be rolled out?
We prefer a controlled and measured approach. Our primary audience consists of our members and employees. They are our best ambassadors to pass on our messages internally and externally. This is their campaign: we hope that they take ownership of it and spread the word about it. This campaign sets the tone of our communication policy – about people and grain – which will be built up and told in the long term!