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Orange Turns Its Open Bundle Into a Restaurant Menu for France
Orange's Menu Open campaign transforms the brand's customisable Open mobile-and-home bundle into a restaurant-menu experience, using the universal familiarity of food ordering to make a complex telecommunications offer immediately legible to consumers across France.
Launched on 7 April 2023, Menu Open was created by Marcel and Publicis Conseil for Orange and deployed across television, print, digital, social media, outdoor advertising, and Orange retail stores. The Open offer combines mobile plans, home broadband, handset options, data allowances, entertainment extras, and an exclusive bundle discount into a single, customisable package — a product whose depth had historically worked against its clarity. The campaign's central strategic problem, as documented by lareclame.fr, was that Open carried strong brand recognition in France yet struggled to communicate the full scope of its advantages because its architecture appeared complicated at first glance.
The creative solution reframes every component of the Open offer as a line item on a kraft-paper menu. In the same way that a restaurant menu allows diners to decode unfamiliar cuisine instantly — whether Indian, Japanese, or Mexican — the Menu Open metaphor promises that choosing a bundle is as straightforward as placing an order. The campaign earned a Clapboard Score of 63 out of 100, reflecting a campaign that executes its central idea with coherence and craft across multiple channels. In France, where Orange held approximately 30% of the telecommunications market share in Q2 2023 according to csimarket.com, making the Open bundle easy to understand represented a direct commercial priority rather than a merely aesthetic one.
Orange identified a specific tension at the heart of the Open offer. The product was well known in France but not well understood, and that gap between awareness and comprehension was suppressing conversion. Marcel and Publicis Conseil responded not by simplifying the product itself but by finding a cultural frame that made complexity feel manageable — and the restaurant menu provided exactly that frame.
Menus are one of the most universally practised decoding systems in daily life. A consumer who has never visited a particular restaurant, and who cannot read the language in which the menu is printed, still understands its fundamental logic: categories, choices, prices, and a total. By mapping the Open bundle's components — Livebox broadband tiers, mobile data plans, handset options, entertainment add-ons, and the exclusive bundle discount — onto this structure, the campaign gave French consumers a pre-existing mental model through which to navigate an otherwise daunting product, as reported by adsoftheworld.com.
The competitive context sharpened the strategic rationale. In France, SFR held approximately 29% of the telecommunications market share in Q2 2023, and Free/Iliad held approximately 20%, according to csimarket.com. Orange's lead was real but not commanding, and rivals competed on both price and simplicity of offer. A campaign that made Orange's bundle feel easier to understand than a competitor's stripped-back tariff was therefore doing substantive brand and commercial work simultaneously. The menu metaphor also anchored the exclusive bundle discount — a genuine price advantage — in a culturally resonant truth: when you take a menu, it is cheaper than ordering à la carte. That equivalence gave the discount emotional as well as rational weight, grounding the campaign's persuasive architecture in an insight that French audiences could feel before they had finished watching the television film.
Alessandro De Leo of production company Colors directed the television film at the centre of Menu Open. The film is set in a hybrid space — part Orange retail environment, part professional restaurant kitchen — that makes the metaphor physical rather than merely verbal. After a hostess takes a customer's order by telephone, a kitchen brigade assembles the Open Menu with the rhythm and precision of a working service: components are selected, combined, packaged in a kraft delivery bag, and dispatched to a family at home. The tone is lively and comedic without sacrificing the clarity of the product information being communicated, a balance that the campaign's creative team, led at Marcel by chief creative officers Gaëtan du Peloux and Youri Guerassimov and creative director Xavier Le Boullenger, sustained across all executions.
The print component was handled by photographer Peter Lippmann, whose work elevated the kraft delivery bag into an art-directed still-life. The bag carries a printed ticket itemising the Open Menu components and the associated discount, making the offer legible as a standalone image without requiring any accompanying copy to establish context. Lippmann's treatment gave the print work the visual authority of a premium food brand while keeping the Orange identity and the bundle's commercial proposition in clear view.
The digital layer comprised three online video executions, each addressing a distinct pillar of the Open offer: à la carte customisation, the exclusive discount, and the quality of the network and service ingredients. Rather than producing straightforward product demonstrations, Marcel and Publicis Conseil diverted the visual codes of food content — the close framing, the saturated colour grading, the tactile emphasis on texture and preparation — to talk about telecommunications. As noted by adsoftheworld.com, this approach allowed the three online videos to travel within the same cultural register as the television film while delivering granular product information that a thirty-second broadcast spot could not accommodate. Copywriter Grégory James and art director Jules Perron, both of Marcel, shaped the verbal and visual language across the suite.
No independently verified campaign performance metrics for Menu Open — such as reach figures, brand-lift scores, or sales uplift data — are publicly available at the time of writing. What the public record does confirm, as documented by lareclame.fr following the campaign's 7 April 2023 launch, is that the integrated rollout was substantial: television, print, digital, social media, outdoor, and in-store at Orange retail locations across France all carried the Menu Open identity simultaneously.
Structurally, the campaign's effectiveness case rests on three observable qualities. First, the creative idea carries a single, transferable thought — a bundle is a menu — that works equally well as a six-second pre-roll and as a sixty-second television film, which is a marker of genuine conceptual strength rather than execution-dependent communication. Second, the kraft-bag visual device, as photographed by Peter Lippmann, functions as a proprietary brand asset that Orange could extend across future executions without rebuilding the campaign from scratch. Third, the decision to divert food-content visual codes for the digital online videos, rather than producing conventional product demonstrations, gave the digital layer an earned-attention quality that paid media alone cannot manufacture.
Orange's position as the leading telecommunications operator in France, with approximately 30% market share in Q2 2023 according to csimarket.com, means that even marginal improvements in offer comprehension among existing and prospective customers translate into material commercial outcomes at scale. Menu Open earns a Clapboard Score of 63 out of 100, reflecting a campaign that lands its metaphor with discipline, deploys it consistently across channels, and resolves a genuine product-communication problem without resorting to simplification that would misrepresent the offer's real depth.
Menu Open is Orange's 2023 advertising campaign created by Marcel and Publicis Conseil. It launched in France on 7 April 2023. The campaign uses a restaurant-menu metaphor to explain Orange's Open mobile-and-home bundle, making its customisable components — data plans, broadband, handsets, and an exclusive discount — immediately understandable to French consumers.
Alessandro De Leo of production company Colors directed the Menu Open television film. The film is set in a hybrid kitchen-and-Orange-store environment where a brigade assembles the Open bundle like a restaurant order, packaging it in a kraft delivery bag before it arrives at a family's home across France.
Marcel and Publicis Conseil created Menu Open together for Orange. At Marcel, the campaign was led by chief creative officers Gaëtan du Peloux and Youri Guerassimov, with creative director Xavier Le Boullenger, copywriter Grégory James, and art director Jules Perron shaping the executions across television, print, and digital channels in France.
Orange distributed Menu Open across television, print, digital, social media, outdoor advertising, and its retail stores throughout France. The digital layer included three online videos using food-content visual codes to explain the Open bundle's customisation options, exclusive discount, and service quality — each addressing a distinct aspect of the offer.
Orange held approximately 30% of the French telecommunications market in Q2 2023, according to csimarket.com, ahead of SFR at approximately 29% and Free/Iliad at approximately 20%. Menu Open addressed the commercial risk that a complex bundle, however competitively priced, loses ground to simpler-seeming rivals if consumers cannot quickly decode what they are buying.
Menu Open received a Clapboard Score of 63 out of 100. The score reflects a campaign that executes its central restaurant-menu metaphor with consistency and craft across multiple channels in France, resolving a genuine product-communication challenge without oversimplifying an offer whose customisability is itself a core selling point.
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