The decline in printed promotional leaflets delivered to households, partly driven by France’s “Oui Pub” initiative, has reduced the visibility of promotional offers for grocery retailers.

Faced with this structural shift, Coopérative U needed to rethink its promotional communications to maintain its price positioning, preserve the effectiveness of in-store promotions and reach consumers closer to their purchasing intent.

In partnership with Leboncoin, Heroiks developed a first-of-its-kind digital strategy designed to gradually replace printed leaflets with a powerful, geotargeted digital promotional experience.
The campaign centered on the creation of a dedicated “Les bons plans U” space directly integrated into Leboncoin.
This platform enabled users to browse Coopérative U’s weekly catalogues and promotional offers, with personalized content based on their location.
The activation was supported by extensive media exposure across the Leboncoin ecosystem, including homepage placements, search bar integrations, banners, interstitials and carousels.
Dynamic creative optimization (DCO) was also used to maximize local relevance.
By leveraging a platform particularly popular among deal-seeking consumers, Heroiks and Coopérative U created an innovative connected commerce and drive-to-store solution, unprecedented in the grocery retail sector.

862 million impressions generated, equivalent to five TV campaigns
+27 percentage points in brand preference
+23 percentage points in intent to visit a store
1.4 million clicks and over 1 million visits to the dedicated page