Description
Nearly 100 years after canning its first peas, Bonduelle is unveiling a new brand platform that reaffirms a bold ambition: to ensure that what's good wins out on the plate.
With its new international campaign, “Let good win,” the brand champions a simple, committed conviction: balancing what's good for health, good for the planet, and good for taste. A global vision driven by Publicis France's “Power of One,” bringing together the expertise of the agencies Publicis Conseil, Publicis Media, Carré Noir, and Prodigious.
Directed by British filmmaker Simon Neal, the campaign depicts the daily—and often tender—struggle to get even the most reluctant food lovers to eat their vegetables: a little girl facing her chef father, a teenager facing his grandmother.
Available in print and digital formats, the campaign expands on this theme by highlighting Bonduelle's full range of ready-to-eat solutions, designed for healthy eating in any situation: at the office, when you're short on time or motivation, as an appetizer, at the gym, or during a last-minute impromptu meal.
The campaign has been airing on television in France since April 20, 2026, and will roll out internationally starting in May. To extend the experience and bring the brand's promise to life, Bonduelle opened the pop-up restaurant BONBONBON on April 16 at 11 Rue des Déchargeurs in the 1st arrondissement of Paris, in Les Halles district, offering a 100% plant-based culinary experience.
This professional campaign titled 'Let good win' was published in France in April, 2026. It was created for the brand: Bonduelle, by ad agency: Publicis Conseil. This Film medium campaign is related to the Food industry and contains 2 media assets. It was submitted 6 minutes ago.
