The Peace Sauce – Flexitariens | Clapboard Ad Archive

60

The Peace Sauce - Naturellement Flexitariens | Clapboard Ad Archive

Ogilvy Paris’s campaign for Naturellement Flexitariens, The Peace Sauce, asserts itself as a timely and culturally literate intervention within France’s food and drink sector, responding to the intensifying rifts in dietary preferences with a concept built on the nation’s culinary heritage. By centering the narrative on the enduring French tradition of sauce-making, the brand and agency identify a symbol both iconic and surprisingly unifying, using the challenge that none of the 500-plus classic French sauces can meet every table’s needs as the anchor for a much broader commentary on food-driven division. The film, developed in partnership with INTERBEV, deftly deploys what Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem: instead of dramatizing family conflict or table-side disputes, the absence of a single, universally adaptable sauce becomes a potent metaphor for disagreement, and its fictional creation stands in for reconciliation, food diplomacy, and modern inclusivity. Creative execution is both restrained and emotionally resonant—nods to the nation’s famed culinary craftsmanship are woven throughout, but at its heart, the campaign acknowledges the way food beliefs have come to signify cultural boundaries, uniting the traditions cherished by meat lovers, the principles of vegetarians, and the needs of vegans under the promise of a shared experience. The Peace Sauce thus becomes more than a culinary invention; it’s a narrative device framing Naturellement Flexitariens as a brand that actively bridges divides rather than simply serving product to trend-conscious consumers. Agency choices reflect a strategic understanding of how French identity, food innovation, and social progressiveness can be aligned within a single message: what’s at stake is not a recipe, but the possibility of a more harmonious, less contentious table. The campaign earns a score of 60/100 in Clapboard’s global creative archive. At a time when market leaders like Danone and Bonduelle compete through propositions around sustainability and conscious consumption, this work stands out by reframing the battleground not as a question of better ingredients, but as an opportunity for dialogue and coexistence—a signal to the industry that food marketing can drive social connection as much as it does product awareness, if brands choose to engage with what divides and unites us alike.

Credits

Client

Naturellement Flexitariens

Agency

Ogilvy Paris

Presidents

Matthieu Elkaim, Emmanuel Ferry

Chief Creative Officer

Matthieu Elkaim

Sr Copywriter

Quentin Burette

Art Director

Thomas Yve

Strategic Planner

Fanny Camus-Tournier

Account Management

Hicham Ghazaoui, Romain Bruneau, Aurélia Suzialuk, Pierre Thienot, Lucia Landaverde, Alix Van Damme

Production House

Julien Sanson, Valérie Saulnier

Photographer

Aurélie Hyson

Category Mind Map

48%

The campaign for Naturellement Flexitariens titled "The Peace Sauce," developed by Ogilvy Paris in collaboration with INTERBEV, addresses the growing cultural divide surrounding dietary choices in France. At its core, the brand proposition centers on fostering unity and harmony around food through the metaphor of a universally adaptable sauce. By highlighting that France boasts over 500 traditional sauce variations yet none fully caters to the diverse dietary preferences of meat eaters, vegetarians, and vegans alike, the campaign underscores the need for an inclusive food accompaniment that transcends individual beliefs. This promise of culinary peace serves as a symbolic bridge, encouraging mutual respect and shared experiences at the dining table despite differing opinions on food. Strategically, the campaign leverages the insight that food choices have become a polarizing topic, often leading to social fragmentation. By positioning the sauce as a neutral, conciliatory element born from French culinary expertise, it targets consumers who are mindful of both tradition and evolving eating habits. The creative angle deliberately evokes national pride in French savoir-faire while embracing the flexibility demanded by modern diets, aligning with the emerging flexitarian approach promoted by the brand. This narrative-driven film taps into deep-seated cultural values and contemporary social challenges to create an emotional connection that goes beyond product utility, aiming to inspire inclusive conversations and a softened stance on food debates within households. The campaign’s thoughtful framing thus reflects a nuanced understanding of the market’s shifting dynamics and attempts to reposition the brand as a catalyst for social cohesion through food.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign fits FORMAT#3 because it addresses societal divisions around dietary choices by symbolizing those divisions through the absence of a single universally acceptable sauce. Rather than directly portraying arguments at the table or specific food-related conflicts, it uses the symbolic device of "the Peace Sauce"—a sauce crafted to unite all types of eaters—to represent broader disharmony and the urgent need for culinary harmony. The inventive "Peace Sauce" serves as a metaphorical solution to modern food disagreements, showing the problem and its solution symbolically rather than literally dramatizing conflict. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Danone – Positioned as a global leader in sustainable and health-focused food products, Danone leverages its strong portfolio of plant-based and dairy products to appeal to flexitarians and health-conscious consumers, emphasizing environmental responsibility and nutrition. 2. Bonduelle – Specializing in vegetables and plant-based food solutions, Bonduelle positions itself as a pioneer of natural, wholesome eating with a French heritage, catering to consumers seeking convenient yet healthy options that support a flexitarian lifestyle. 3. Fleury Michon – Known for combining tradition and innovation, Fleury Michon offers a range of prepared meals and charcuterie, including plant-forward selections, targeting consumers who want balanced, quality food that respects both taste and evolving dietary preferences. 4. Céréal Bio – Focused on organic and plant-based products, Céréal Bio emphasizes natural ingredients and sustainability, appealing to eco-conscious and flexitarian consumers looking for trustworthy, clean-label options that support varied diets. 5. Herta – With a strong presence in processed meats and ready meals, Herta has expanded into flexitarian-friendly products by introducing plant-based alternatives, positioning itself as a brand that balances indulgence and modern dietary trends for a broad market.

Q: What is The Peace Sauce about? A: The Peace Sauce is a 2021 campaign created by Ogilvy Paris for the brand Naturellement Flexitariens, in partnership with INTERBEV, and released in the French food and drink market. The central creative idea addresses the growing social divide around dietary choices by proposing a universal sauce that can unite meat lovers, vegetarians, and vegans at the table. Drawing on France’s rich tradition of sauce-making, the campaign highlights the absence of a single sauce suitable for all diets and introduces the Peace Sauce as a symbol of culinary harmony, encouraging inclusivity and dialogue during shared meals. Q: What creative device does The Peace Sauce use? A: The Peace Sauce employs FORMAT#3 SYMBOLIZE THE PROBLEM from Clapboard’s 12-format classification system. Rather than depicting literal arguments or food-related conflicts, the campaign uses the absence of a universally acceptable sauce as a metaphor for societal divisions around dietary choices. The Peace Sauce itself becomes a symbolic solution, representing the possibility of unity and understanding at the dining table. This approach leverages analogy and symbolism to address broader issues of food-related discord, aligning with Clapboard’s taxonomy for campaigns that represent problems through creative devices rather than direct dramatization. Q: What is the campaign proposition for The Peace Sauce? A: The campaign proposition for The Peace Sauce centers on fostering unity and harmony around food by introducing a universally adaptable sauce. Naturellement Flexitariens, through Ogilvy Paris and INTERBEV, positions the brand as a champion of inclusivity, targeting consumers who value both French culinary tradition and evolving dietary habits. By highlighting the need for a sauce that transcends individual food beliefs, the campaign aims to encourage mutual respect and shared experiences at the table. This strategic stance is particularly relevant in a market where food choices have become a source of social fragmentation, making the campaign’s message timely and resonant. Q: How does The Peace Sauce rank in Clapboard's archive? A: The Peace Sauce holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Naturellement Flexitariens's category? A: In the food and drink category, Naturellement Flexitariens competes with brands such as Danone, which leads with a focus on sustainable and health-driven products appealing to flexitarians and health-conscious consumers; Bonduelle, known for its vegetable-based and plant-forward solutions rooted in French heritage; Fleury Michon, which balances tradition and innovation with a range of prepared meals including plant-forward options; Céréal Bio, emphasizing organic, sustainable, and clean-label products for eco-conscious consumers; and Herta, which combines processed meats with a growing portfolio of flexitarian-friendly, plant-based alternatives to address modern dietary trends.