Client & Sector
Client: Le Petit Basque — a French dairy brand, part of the Sill group, specializing in ewe’s milk products such as yogurts and whipped cheeses.
Sector: Food industry / traditional dairy, with national distribution and a strong regional identity rooted in southwestern France.
Challenge
In France, meals are more than just a moment to eat — they’re about sharing, connecting, and creating memories. Yet today, what we eat can just as easily divide as unite: diets, tastes, beliefs… the table has become a place of tension.
In this fragmented food landscape, ewe’s milk cheese remains little-known and often misunderstood. Many French consumers wrongly assume it’s strong, pungent, or hard to enjoy — biases that discourage trial, even though Le Petit Basque’s whipped ewe’s milk cheese is actually light, smooth, and perfect for shared meals.
Approach
.becoming repositioned this product as a fresh, approachable, and family-friendly dairy option, made in the southwest of France with real flavor and local pride.
To support this, we developed a playful and endearing creative universe, starring an unexpected duo: the wolf and the ewe. Through charming illustrated scenes, we brought to life moments of togetherness around the table — creating a campaign that makes people smile, sparks curiosity, and restores ewe’s milk to its rightful place in French households.
Execution
Developed a complete brand identity (visual world, tone of voice) adapted across all key platforms: packaging, social media, in-store materials, and web.
Conducted culinary photoshoots and partnered with a food influencer to create exclusive, inspiring recipes.
Launched a nationwide 360° campaign in May 2024, including:
Media: DOOH, trade press, display advertising
In-store activation: window stickers, shelf-stoppers, totems
Consumer engagement: promotional contest
CRM tools: newsletter and marketing content
Results
Strong brand visibility across physical and digital touchpoints, from store shelves to online platforms.
A refreshed perception of ewe’s milk cheese, conveyed through a warm and distinctive storytelling approach.
Clearer positioning for the product as a light, modern, and inclusive choice for today’s families.
