Every excuse is a good excuse

Why wait for a birthday, Christmas or New Years to make cakes, cookies or crêpes? Ogilvy Paris was chosen to answer this question for the brand following a RFP to relaunch communications for Vahiné, owned by the McCormick group, which also owns the Ducros brand in France.

This new collaboration kicks off with a campaign that challenges the idea that baking is for special occasions only, and instead encourages everyone to find new reasons (any excuse, no matter how over-the-top) to bake every day. Tapping into the brand’s nostalgia, this campaign also aims to relaunch the iconic signature "Vahiné c'est gonflé", which has reflected the spirit of the brand since 1984, encouraging consumers to always be bold and creative in the kitchen.

The film, directed by Manon Gaurin (DeGaulle production), features a mother and daughter preparing a delicious birthday cake for the father, who is visibly surprised because it's definitely not his birthday... As you'll have gathered, it's an over-the-top gonflé pretext fabricated by mother and daughter for baking. Because, as the voice-over says, "With Vahiné, any excuse is good enough to treat yourself".

The film, which will also be available in 20-second, 15-second and 6-second formats on social channels, will be broadcast from November 30 on TV & in flight until December 24. All the more reason to treat yourself before Christmas.