Event
Vivien Paille’s Sec Shop: an unconventional pop-up to refresh the image of pulses
Challenge
Objectives
Solutions
Health authorities recommend eating pulses twice a week. Yet, France remains one of the countries with the lowest consumption. Despite numerous awareness campaigns, legumes still suffer from an unappealing image, often associated with “boring” or complicated cooking.
-To (re)introduce pulses in a joyful, sensory, and uninhibited way.
Because in love, as at the table, pleasure is essential!
-To establish a new narrative around “SEC” that is positive, playful, and appetising, in order to rekindle consumer interest.
The Sec Shop, a pop-up in Lyon, designed as a sensory and educational manifesto about pulses.
Around this event, Oxygen orchestrated a full campaign : regional press relations, a targeted influencer strategy, and the creation of original materials such as the “Sec Education Manual.”
A clear stance : making “SEC” a cool, fun, and accessible topic.
