Strategy and school projects
Guy Demarle, the Creators' Brigade
Finalist in an ISCOM competition on a real brief: making the Guy Demarle culinary adviser job more attractive and modern.
The brief
Guy Demarle, a baking-tools brand sold by more than 4,500 independent culinary advisers, asked how to make this job more attractive and modern to attract new profiles.
Our answer: "Guy Demarle is looking for creators", not sellers
The advisers become the Creators' Brigade, whose recipes are signed by the brand. Three pillars answer the three obstacles of the job:
- Create, against the fear of "being annoying": a creator page, recipes published in the Mag, a content studio.
- Belong, against the MLM image: a sponsor for 90 days, the Duo offer, and "la Mise en place", a weekly editorial on WhatsApp with 3 ready-to-post pieces.
- Be recognised, against the lack of legitimacy: 4 training modules, 7 badges and a certification visible on LinkedIn.
The communication plan relies on recurring social series, culinary influence, TikTok and Meta social ads, and pop-up masterclasses in the regions.
Our team finished as a finalist.
