On veut tous un Gillot / Everyone Wants a Gillot

In a context marked by intense competition and continued pressure on consumers’ purchasing power, Gillot has chosen to focus on authenticity and traditional craftsmanship.

The brand highlights its PDO Camembert, a distinctive cheese produced by one of the last remaining independent SMEs in the sector. Through this campaign, Gillot emphasizes a product-led approach rooted in quality and sincerity.

Moving away from conventional advertising codes, the campaign adopts an offbeat tone and features deliberately unexpected consumption moments to illustrate the French attachment to characterful cheeses and authentic products.

The media rollout includes a commercial film and weather sponsorships broadcast across major platforms and national channels, including Netflix, Prime Video, France TV, and BFMTV. The campaign is expected to generate more than 80 million TV impressions, reinforcing the brand’s visibility among a broad audience.

In parallel, a large-scale outdoor campaign has been deployed across 40 cities with nearly 3,000 advertising placements.

Through this initiative, Gillot aims to reaffirm its positioning around three core values: taste, authenticity, and meaningful craftsmanship.