Lustucru More French than Ever in its New TV spot

Jan. 13, 2023

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.

 

​Sandrine Denoual, CMO at Lustucru said:

"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."
 

 

​Clementine Aujay, Marketing & Communications Manager at Lustucru said:

"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)."