Panzani

For its first participation as an official supplier of the Tour de France, Panzani wanted to establish itself as far more than a sponsor: embodying a genuine bond between France's greatest popular celebration and the brand's values of closeness, simplicity and pride in French terroir.
The challenge entrusted to our Paris influence and PR agency: promoting the 100% French origin of Panzani's wheat to the general public, striking the right tone — that of an accessible, warm brand anchored in the everyday lives of the French. A sponsorship and brand activation challenge that required transforming a first institutional participation into a compelling brand narrative with strong emotional resonance, in a food and FMCG market where the preference for made in France has never been stronger.

As a Paris-based influencer marketing and PR agency, we designed an influence and PR programme built around a seamless end-to-end storytelling: the journey of wheat, from the field to the plate, via the Tour de France.
Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI) structured a food influence and event campaign built around two complementary pillars.



Pillar 1 — Food influence: one ambassador creator and a 4-phase storytelling arc.
To carry this narrative, we selected @salade_toto_oignon, a food influencer followed by over 219,000 subscribers, known for his humour and accessibility — two qualities mirroring Panzani's DNA. The programme unfolded across four narrative sequences.
Phase 1 — Street marketing and mascot. A street marketing activation with the Panzani mascot on the cycle lanes of Rue de Rivoli, anchoring the brand in the Parisian urban landscape and creating a first moment of social virality.
Phase 2 — Official Tour caravan. An animated presence at the heart of the official Tour de France caravan, an iconic moment of the race, embodying Panzani's warmth and closeness with millions of spectators.
Phase 3 — Terroir immersion. An immersion with a farmer and inside a pasta factory to tell the story of 100% French wheat's journey to the plate, anchoring the terroir and made in France dimension at the heart of the narrative with authenticity and transparency.
Phase 4 — Tour arrival in Paris. The campaign concluded with the Tour's arrival on the Champs-Élysées, completing a cohesive influencer storytelling arc across 11 published pieces of content.



Pillar 2 — PR and VIP press days.
Alongside the influence programme, a PR strategy was deployed around two VIP press days organised for selected journalists. These milestones forged a privileged connection between the brand and key editorial teams, giving them an insider experience of the Tour de France and generating press coverage of high editorial value across food, lifestyle and mainstream media.
This food influence and event PR campaign reflects our positioning as a Paris influence, PR and event agency, a pioneer of the integrated approach since 2014, capable of designing brand activations around major sporting and popular events, combining food influence, terroir storytelling, brand events and PR within a programme delivering strong emotional and commercial impact. A model proving that the best food and FMCG influence campaigns are born when a brand places itself within a narrative bigger than itself.

8M impressions