For Valentine’s day, Monoprix decided to help these single people.

In France, all cell phone numbers start with “06”, so they decided to create a limited-edition packaging called “Pack 06”. A special range of 7 fake packets with a little twist, as usual, but more specifically, a space to jot down your number to let your crush now about your feelings.

How does it work?

1. Go in store

2. Pick a “Pack06”

3. Write down your number on it

4. Sneak it into your crush’s basket

5. Hope for him/her to text you

We designed 7 fake packets. For each one of them, cheesy punchlines matched the product inside: “We are such a great mash” on a pack of mashed potatoes, “Free for a date with me ?” on a pack of pitted dates, “I am head over peas for you” on a pack of green peas, “I have the hots chocolate for you” on a pack of cocoa powder, “wanna sea each other sometimes ?”, on cape town white hake fillets…etc

These fake packets were available in stores for Valentine’s day only.

We launched these “Pack06” with a video on social media. A film inspired by lovelorn school days, somewhere between modernity and kitsch.

The film depicts Alice, who comes across César in the salad aisle. Not finding the words to express her feelings, she finds her salvation in the form of a “06 Pack”.

On D-Day, all the “Pack06” disappeared in less than 5 hours.

584 000 recorded views of the video in one day, with a 41% engagement rate on Facebook and 38% on Twitter.

6,21 million people reached with the trending topic.

More than 900 mentions of the campaign hashtag #uncrushchezmonoprix and a 2,1% of engagement rate without anything to win, just conversation.

More than 150 personalised tweets were answered on the day.

The media talked about it, generating 45 million media impressions and the headlines of magazines and national TV shows.

But most of all, 99% of the video comments were positive and declarations of love for the brand.

Monoprix reinforced its love brand status.