If branded entertainement is now part of the brand plan, TV or press still remain the best practices for most of the brands in France – even more in the food business due to French culture where food is no joking matter, and subject to high sanitary regulations.

We decided to show the ingenuity of the French to hide their beloved Cochonou saucisson in their luggage, while the International Customs are vigilant.

The brand activation named #neverwithoutmycochonou, first consisted in a set of ten prints illustrating the seized objects. Then, we used these objects for an exhibition in the Customs Museum in the north of France.

Posters were also displayed on the wall of the city event.

The famous Cochonou Car (a branded Citroen 2CV known for its annual participation to one of the most important cycling race event called the "Tour de France") and its host met local people.

Flyers were distributed a week before the event.

The whole campaign was also promoted online, via Facebook, before, during and after the event.

The entire process was videotaped in a film inviting people to give their best tips on travelling with their Saucisson.

This operation generated content around the action and allowed the brand to gain visibility and reach a younger target. The very positive press response to the campaign supports this will and people on social media recognize themselves in this approach : “Saucisson is sacred and we challenge French to say otherwise”, “Only French would think about carrying a saucisson into their luggage”, “We the French, we all know how much we love wine, cheese, bread and saucisson. What’s best to remember our sweet home?” …