Free yourself from food diktats!

As a positive and optimistic brand, Naturalia frees people from these constraints allowing a responsible consumption, not a punitive one. Indeed, as a pioneer of the organic French market, Naturalia offers several solutions to meet the challenges we are facing today and tomorrow: environmental impact reduction, seasonality, fair remuneration, local supplies, ... Actions that help their clients to buy & eat more freely with room for pleasure.

Naturalia's first ever TV spot metaphorically stages a dictatorial speech that is mocking food & environmental behavior injunctions, thanks to humorous and quirky subtitles. The copy offers an open and positive approach that accompanies change by affirming that “Organic food is a diet. Not a regime”.

September 2021, Naturalia a French Organic Retailer, launched its new campaign intended to support the brand French national development. In a still growing and increasingly competitive organic food market (+10,4% in 2020 - Agence Bio), Naturalia wishes to assert its difference and activate brand preference with a communication based on its core value: Freedom.

4 years ago, Naturalia launched a new platform based on « freedom » by inviting consumers to be open minded on a field (organic food) mainly perceived as sectarian and militant, with a signature: « Soyez libre d’être nature » (Free to be natural).

The 2021 brand campaign gives a new reading of this signature according to the current organic food challenges. Indeed, all actors promotes a more and more responsible consumption: healthier, more local, more respectful, ... So many legitimate arguments but their accumulation puts weight on consumers' shoulders, annihilating spontaneity and pleasure while grocery