INCOGNITO

KAD MERAD, READY TO DO ANYTHING TO SHOP AT GRAND FRAIS
Following two highly successful TV campaigns (ranked respectively Top 6 and Top 4 among the French people’s favourite ads*), Grand Frais and Rosa Paris continue their collaboration with a new film starring Kad Merad, one of the most popular faces of French cinema.
For this third chapter, the brand continues to place the in-store experience and an unconditional love of quality products at the heart of its storytelling. The film, “Incognito”, features Kad Merad willing to do anything to visit his favourite store, despite a level of fame that makes things slightly more complicated.
What follows is a series of situations as improbable as they are entertaining, in which the actor doubles down on creativity to remain incognito, multiplying disguises with obvious delight.
With this new campaign, Grand Frais reaffirms its distinctive position in an increasingly competitive market, relying on a unique communication territory that blends humour and closeness.
By bringing together Kad Merad and director Jean-Baptiste Saurel (Big), Grand Frais and Rosa Paris are betting on popularity and humour. The most attentive audiences may even spot iconic references to the actor’s career.

The campaign stands out through a strong event-driven launch orchestrated from day one. On May 10, several teaser spots saying “See you tonight” aired on TF1 to spark curiosity before the reveal of the 1’25 and 30-second films during Sunday evening Prime Time. From May 11 and throughout the campaign, the media plan ensures strong visibility through high-impact formats: exclusive M6+ pre-roll takeovers, placements in the first ad break during key audience moments, strong presence across video platforms, as well as GIF, CapCut and meme adaptations for social media. The film will also run in cinemas from May 20 to June 23. A fully integrated 360° rollout, orchestrated by WPP, will allow the campaign to reach nearly 90% of the audience.