Accéder à l'en-tête Accéder au contenu principal Accéder au pied de page

Event

A campaign launch to break stereotypes

Challenge

Objectives

Solutions

The French remain hesitant about legumes, despite nutritional recommendations. Their image still lacks appeal, seen as complicated to cook, unglamorous, and associated with bland food.

Vivien Paille needed to break these stereotypes to assert its leadership in the category and position legumes as an everyday go-to.

-Create a key moment around the launch of the “Sec is Good” campaign

-Reconcile pleasure, modernity, and legumes

-Generate press and influencer visibility

-Reach a younger audience aware of sustainable food issues

-Strengthen the brand’s awareness among journalists and influencers

Oxygen designed an immersive Paris event as a sensory celebration of the "Sec Appeal" of legumes.
Bringing together media, influencers, and a committed chef, the agency orchestrated a full-scale activation combining content, tasting, and creative staging, to make “sec” rhyme with “sexy.”

Plan

  • A delicious and committed event in the heart of Paris

    Choice of venue : Nosso restaurant, a rising star in the Parisian dining scene, known for its zero-waste, creative cuisine aligned with the brand’s values
    Ambassador : Chef Alessandra Montagne, renowned for her sincere, responsible, and flavorful cooking.
    Immersive scenography : campaign brought to life through playful décor and props (cheeky photo call, puns, bold “Sec Appeal” branding)

    Program highlights :

    • Presentation of the “Sec is Good” campaign
    • Tasting of an exclusive menu created from the Vivien Paille range
    • Meet-and-greet with the chef and immersion into the product universe

  • A comprehensive PR strategy to fuel brand storytelling

    • Creation and distribution of an original press invitation
    • Issuance of a press release and recipe booklet
    • Development of a unique infographic based on an IFOP study about the image of legumes
    • Assembly of a press kit including products, a humorous postcard, a tote bag, and the “Manual of Sec Education”

  • A tailor-made influencer activation

    • Targeted invitations and follow-ups with a panel of food and lifestyle influencers
    • Personalized coordination to maximize participation and coverage
    • Creation of an environment designed to encourage social media content sharing

The project in pictures

Key figures

“Sec is Good” : a campaign that gets people talking!

  • 8 journalists in attendance
  • 7 influencers in attendance
  • 520K contacts reached
  • 43,2K€ in advertising value equivalent

Our other achievements

Discover our work

    Ready to work together?