With purchasing power under pressure, Bonial wanted to move beyond purely promotional messaging and bring an emotional dimension back to everyday bargains.

Make the app more appealing to new audiences and establish pride in smart shopping as a positive, differentiating brand territory.

New Business created the tagline “La joie des promos” (The joy of great deals) and a funny, offbeat advertising series. Three commercials feature shoppers turning their purchases into trophies to express the satisfaction of landing a great deal. The campaign ran on catch-up TV, streaming and social media, with an extension to linear TV planned for a second phase.