UShops has begun to use transparent signs in a bid to highlight the hyper-proximity of its products. The French food retailer has created the 'Where Does it Come From?' campaign to spell out the importance of local sourcing.
The company 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.
TBWA\Paris has created the campaign to feature transparent advertising signs, that will show 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.