In 2025, Coopérative U celebrated its 50th anniversary.
A popular, cooperative retail brand with strong ties to French consumers, Coopérative U has been supported by Heroiks for more than 20 years.
The ambition was to turn this milestone into a unifying celebration of 50 years of shared stories, while strengthening emotional connections with consumers and driving in-store business.

Heroiks created Générations U, a nationwide multimedia platform bringing 50 years of French popular culture back to life.
The campaign was built around two iconic media partners representing these decades:
TF1, which was also celebrating its 50th anniversary, and NRJ Global, a symbol of the music and energy that have shaped successive generations.
The comprehensive campaign combined television, radio, social media, influencer marketing, retail media and on-the-ground activations.
TF1 activation:
One 45-second commercial and five 20-second commercials broadcast nationwide over six weeks, featuring iconic TF1 personalities.
The activation also included themed “Générations U” collections, a QR code treasure hunt on TF1+, a large-scale social media campaign and in-store point-of-sale materials.
NRJ Global activation:
On-air competitions, cross-generational quizzes, the #udanse challenge, a collective choreography created by Femi The Scorpion, social media content, in-store DJ events and a national-to-local activation toolkit.

+3.1% in-store traffic
+40.3% traffic to coursesu.com
+10.3% online orders
351,000 unique visitors on TF1+
400,000 QR code scans
80 million contacts through NRJ
7.6 million video views