COMMUNICATION: Bonne Maman

« Bonne Maman, c’est toi que j’aime tant »

Communication is for a brand a way to put its products forward and to differentiate itself in the market. The brand has to communicate a clear message to an audience. This step is very important as a good communication campaign will help to build a strong brand image. If the campaign is coherent and well-planned, customers will trust the brand and could become faithful.

For a long time, Bonne Maman’s products spoke for themselves. Indeed, the brand used to focus only on the packaging and the merchandising. The Bonne Maman’s packaging reflects the authenticity of the products and the colors of the Vichy fabric allow Bonne Maman to have a good visibility on shelves. But today, Bonne Maman has to face a greater competition.

In this article, we will see how Bonne Maman succeeded in creating a good brand identity thanks to its communication campaigns:

Bonne Maman Commercial : 

« Quatre-quarts Bonne Maman, il y a tant à partager »

In this commercial, we can find all the elements of the Bonne Maman’s brand identity: fresh and natural products, traditional and authentic recipes, tenderness, love, childhood memories, the pleasure of sharing… By always using those elements in all their campaigns, Bonne Maman succeeds in getting their message across. Today, the brand identity is well known by every consumer.

Events :

Bonne Maman has organized different types of events in order to communicate about the brand. 

Those events are the proof that you can sell traditional products and be very innovative in your way to communicate.

Pop-Up Kitchen

Between October 9th and 12th, Bonne Maman had launched its new concept : a kitchen open to everyone, where adults and children can learn how to cook Bonne Maman's recipes.

It was the opportunity to taste cakes and to participate to different workshops.

Thanks to this event, Bonne Maman succeeded in attracting and seducing new customers and reinforcing its brand image. 

Roadshow

This event took place in several malls and shopping centers across France.

The goal was to organize sales animations and to introduce the Bonne Maman’s culture to potential customers.

The event’s program:

• Bonne Maman’s products tasting in a setting that that features the brand colours
• Games (to win: cooking lessons)
• Samples distribution

Results:

• More than 100 malls animated
• 10 000 samples distributed
• 185 000 leaflets distributed
• More than 1 400 additional sales in each point of sale.

Thanks to all those events, Bonne Maman managed to create a strong brand identity and is now known as an authentic and traditional brand, with high quality products.


By Madeleine

Sources : 
http://www.bonne-maman.com/

http://www.strada-marketing.com/fr/nos-experiences/marketing-in-store.r6.bonne-maman.e205.html

Videos :

http://www.youtube.com/watch?v=khq2YKGmDo8

http://www.youtube.com/watch?v=_i7TR7tfsKI