Where Did It Come From? by TBWA\Paris

To showcase the 'hyper-proximity' of its products, the French food retailer U Shops has created a campaign that spells out the importance of local sourcing.

The French retailer prides itself on the fact that 75% of its products are manufactured in partnership with French businesses and 100% of its raw fresh products are of French origin.

To illustrate the hyper-proximity of U Shops products, TBWA\Paris has created a campaign titled 'Where Does it Come From?'

Using transparent advertising signs, the brand shows passers-by and drivers precisely where its products come from.

The eco-friendly signs are made without paper, ink, glue or lighting, and erected in fields with roaming cows and chickens, vineyards and the French fishing coast.

The 360 degree marketing plan includes six and fifteen-second films dedicated to four products that represent the brand's overall approach (beef, eggs, apples and oysters).

On social media and through the hashtag, #ProduitDici [#LocalProduce], the brand invites its producers across France to make their voice heard on its Facebook pages, in order to showcase the quality of its local offering.