On May 1, 2022, Grand Frais and Rosa Paris released their first film campaign. And the French loved it. But obviously they weren't the only ones: on June 20, 2022, Monoprix Qatar … read morereleased an ad that looked very, very similar to the Grand Frais film. Rather than seeing this as a problem, Grand Frais and Rosa Paris saw it as a tribute: if this foreign chain recreated the film so meticulously, it's because they really liked it and that they saw that it was particularly successful. So, naturally, to avoid other retailers spending time and money reproducing the film, Grand Frais and its agency decided to release a "white label" version to give them a leg up. One by one, the Grand Frais logo was removed from all the film's shots so, now, all competitors can easily insert their own logo and reproduce the masterpiece for themselves.
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