GAMM VERT AND OGILVY PARIS LAUNCH THE GROW’CERIES: The first grocery range you have to grow yourself
Building on its 2024 "Grow Your Groceries" concept, a campaign featuring films of people shopping in their vegetable gardens instead of supermarkets, Gamm vert, France's top garden center and home-growing specialist, is taking its message to the next level. The brand is innovating clever packaging, specifically designed to create a powerful realization and show French consumers that they can literally grow their own groceries. A simple way to cope with the decline in purchasing power while still eating well without breaking the bank.
An innovative concept
At the heart of this campaign is a powerful idea: to give seed packagings the appearance of food products, like those you can find on supermarket shelves. This limited-edition product range reimagines a packet of crisps, a can of tomato sauce, a carton of butternut squash soup, or even a jar of basil pesto, but inside, instead of a food product, you'll discover seeds or young plants to grow, to soon harvest fresh produce.
It's a playful and striking way to remind people that it's possible to grow one's own food. This approach gives new meaning to consumption by highlighting self-production as an accessible, sustainable, and economical solution. Crisps, sauces, soups... everything starts with a seed or a plant!
National and local activation
Starting April 2nd, these limited-edition packages will be distributed in select Gamm vert stores, allowing consumers to discover this unique experience and leave with their own seeds to cultivate. The campaign will also be deployed in nearly 900 Gamm vert stores across France through posters and roll-up banners showing the products from the range, being harvested directly from vegetable gardens.
A strong message for collective awareness
With this bold initiative, Gamm vert invites French people to discover a simple and accessible alternative to cope with declining purchasing power and the desire to eat better: growing healthy food themselves through self-production.
Far from being a new idea, this educational and responsible approach draws inspiration from practices that were once part of the daily lives of our elders Gamm vert thus encourages young and old alike to rediscover this simple and sensible reflex, to eat better while managing their budget.
« 'The Grow’ceries' perfectly embodies Gamm vert's mission: to reconnect French people with nature from an early age and empower them to become actors in their own food supply. By sowing their own seeds, they discover that it's possible to grow and consume healthy and tasty products, while making significant savings,» declares Myriam Narula, Gamm vert Communication Manager..
"By repurposing these everyday packages for French people, we want to create a jolt and awaken consciences: not everything we eat necessarily has to be bought at the supermarket; we can also grow it in our garden. This is an important concept to understand from an early age to know exactly what's on our plate. In a strained economic context, it's also a simple and clever solution to save money," adds Julien Bredontiot, Creative Director at Ogilvy Paris.
