Puget spends a day at the beach
Romance and Grand Bazar craft a new spot for the French olive oil brand.
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Amid inflation, promotional pressure and the rise of private-label products, France's heritage brands face growing daily challenges.
The olive oil market is no exception to this tension, particularly as harvests weakened by climate disruptions have mechanically pushed prices higher. In this context, Puget has chosen to reaffirm what makes it strong: the quality of its olive oil, voted the favourite brand of the French in 2024. To achieve this, the brand, part of the Lesieur group, selected the agency Romance following a competitive pitch process held in 2025.
In communications terms, it was essential to reassert the leadership of this heritage brand and strengthen its perceived value. To do so, the new communications territory reinvents a historic asset embedded in the brand's DNA: Provence. Far from the clichés of olive groves and cicadas, the creative decision was made to associate Puget olive oil with Provençal produce, thereby effecting a value transfer and strengthening perceived quality: The finest ingredients deserve Puget.
Olive oil, salt, pepper. It is the simplest recipe in the world, and yet the one that can transform any ingredient into a delicious dish. This is the recipe Puget has chosen to foreground in its new tagline, claiming the territory of quality and simplicity.
Credits
View on- Agency Romance/Paris
- Production Company Grand Bazar
- Director Katia Lewkowicz
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Credits
View on- Agency Romance/Paris
- Production Company Grand Bazar
- Director Katia Lewkowicz
- Executive Producer Grand Bazar
- Post Production PH St Louis
- Post Producer PH St Louis
- Sound Kouz Production
- Audio Producer Kouz Production
- Audio Producer Kouz Production
- Audio Engineer Kouz Production
- Chairman
- Creative Director
- Copywriter
- Art Director
- Producer
- DP
- Food Stylist
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Romance/Paris
- Production Company Grand Bazar
- Director Katia Lewkowicz
- Executive Producer Grand Bazar
- Post Production PH St Louis
- Post Producer PH St Louis
- Sound Kouz Production
- Audio Producer Kouz Production
- Audio Producer Kouz Production
- Audio Engineer Kouz Production
- Chairman
- Creative Director
- Copywriter
- Art Director
- Producer
- DP
- Food Stylist
A tagline that reads like a recipe, one that turns every ingredient into a great dish and every meal into a great moment. In doing so, Puget once again becomes an obvious choice, an instinct. Because it embodies the good taste of Provence, the exacting standards of careful selection, and its natural ability to elevate the ingredients we love. The creative approach: celebrating real moments of life.
In a film directed by Katia Lewkowicz, Puget celebrates authentic moments around a Provençal lunch. The kind of spontaneous, imperfect moments where success lies above all in being together and gathering around good food. Far from the overly polished clichés of advertising, everything here is imperfection: mismatched plates from a worn-out garden shed, wobbly tables and makeshift seating, a simple crate brought in for the last-minute guest. Lunches that start in the morning and stretch until nightfall. It is from these small imperfections that the perfection of the moment is born.
The campaign comprises a 45-second film launching in cinemas, along with 30-second and 20-second formats broadcast from early April across TV, online video and social media. The out-of-home series will roll out on a large-scale national plan, with high-impact event formats installed at Gare de Lyon and Gare de Marseille, celebrating the brand's roots.
