An activation that makes the product itself the media and invites passersby to progressively reveal the campaign.
On September 30, the people of Toulouse thus discovered an urban furniture that is anything but ordinary. At first glance, one question: « Who is generous and full of character? The answer is behind this panel. » On the other side, not a traditional poster but hundreds of Coeur de Reine apples arranged directly inside the panel and offered to passersby.
An Advertisement You Literally Have to Bite Into
The principle rests on a principle as simple as it is visual: to discover the campaign, you must help yourself.
One apple disappears, then another, then dozens. As the day goes on, the level drops and gradually reveals the message hidden behind the fruits: **“Generous with a bold, sharp character.”**
The display thus becomes evolving. It is no longer only the creatives or the brand who reveal the message: it is the passersby themselves who bring the campaign to life.
Dreamed up by the Toulouse-based agency Verywell, the activation seeks to break the usual codes of sampling. Here, there is not on one side an advertisement and, on the other, a team responsible for distributing the product. The apple is the poster. The JCDecaux furniture becomes simultaneously advertising support, fruit stand, and tasting experience.
Watch the video of the operation.
When the Product Becomes the Media
This operation mainly allows Cœur de Reine to make its brand promise very concrete. Rather than explaining its generosity, the brand chooses to demonstrate it by directly offering its apples in the street. And rather than merely asserting its character in a classic campaign, it builds the entire experience around this idea.
A way to bring together product, media, and experience in a single setup.
The activation is part of a broader rollout of the new Cœur de Reine outdoor campaign. The panel turned dispenser constitutes its event translation: an installation designed to catch people in the street, provoke tasting, but also generate images and interactions around the campaign.
A French Apple Full of Character
Behind the activation lies also the will to make Cœur de Reine more widely known. Originating from three French terroirs, the Garonne valley, the Loire Valley, and the Alps, this apple stands out notably for its aromatic profile and its balance between sweetness and acidity. Available from September to April, it has gradually settled on French and European markets after several seasons of development. With this operation, Cœur de Reine thus chooses not merely to talk about its product, but to place it literally at the heart of its communication.
A campaign that no longer asks merely to be watched: it invites you to help yourself, to taste and to bite into it to discover the message.
