Lustucru more French than ever in its new TV spot

We could have organised tastings in Parisian grocery shops to convince you that our pasta is the best.
​We thought of inviting you to a recycling workshop to show you how unique our 100% paper packaging is.
​We even considered asking the Italians whether they preferred Linguine or Coquillettes.

But no. We preferred to revive the irreverent, even slightly punk, but still contemporary, side of Lustucru, by imagining a campaign in Korean, German and Spanish to pre-empt our Frenchness!

Because, would you have believed it, in a time when it is well seen to speak of made in France - sometimes rightly, sometimes less so - we can proclaim loud and clear that Lustucru pasta is 100% French and has been since 1911.

Made in France is not only an origin, it is also a state of mind: libertarian and rebellious, daring everything for the better.

This message will be carried by a campaign full of self-mockery and criticism of advertising excesses, signed by Artefact 3000, the agency chosen by Lustucru following a call for tenders conducted at the end of 2021.

The film will be broadcast on TV from 13 January and will be complemented by a full 360-degree campaign (billboards, digital, social), including point-of-sale displays in foreign languages.

DUPER's direction is complemented by Deepfake technology, which adapts the mouth movements of the lead actor to those of foreign actors who have dubbed the dialogue in the other languages.

About Lustucru:

"During the agency review conducted in 2021, we were looking for a new breath of fresh air in our communication to convey not only our Francophonie, which has been anchored in our DNA since 1911, but also our modernity and our commitment to meeting the expectations of French consumers. Artefact 3000 offered us an original, daring and funny way to move the lines. Our teams worked hand in hand for over a year to produce not only this incredible film, but also this equally offbeat 360 campaign. There is no doubt that our good French Lustucru pasta, in its 100% paper bag, the only one of its kind in the grocery shop, will find its place in the hearts and plates of the French."
​Sandrine Denoual, CMO at Lustucru

"Our new range 'Les Bonnes Pâtes Françaises' meets the expectations of consumers: in addition to being gourmet and 100% French pasta, made with the best local ingredients, from our factory in Hauts-de-France, this new range is eco-responsible with its unique 100% paper packaging (zero plastic)."
​Clémentine Aujay, Marketing & Communications Manager at Lustucru

A little pack for you, a big step for the planet!

Credits:

Agency: Artefact 3000 ​
​Creative Director: Romain Pergeaux ​
​Copywriter: Julie Cointy ​
​Art Director: Margaux Ferrand ​
​Strategic Planners: Jean Allary / Clara Duval ​
​Artefact managers: François Brogi / Quentin Derviso / Marie Chapuis / Jonas Lévy Brand managers: Sandrine Denoual / Clémentine Aujay ​
​Director: DUPER ​
​Production: DeGaulle ​
​Sound: Yvonne