The Oils Nobody Cares About

The sad truth about seed oils is…Nobody, absolutely nobody cares about them. How can Lesieur, the leading French oil company, find a way to make people care about their freshly improved seed oils? By replacing Lesieur’s old and patronizing brand voice, by a more provocative, honest and conversational one to get back the control over the brand’s narrative.

At the core of the campaign, the creative idea was a PR stunt, as Lesieur have provocatively hacked its own products, modified the labels, and put them on sale in-store as a PR event, demonstrating that French consumers are buying seed oils without even looking. Then, to fuel the discussions, the brand launched a nation-wide campaign: putting outdoor billboards saying that nobody cares in places where there’s nobody, using influencers that nobody follows, and even replacing Lesieur’s online ads that nobody watches with content everybody loves…