Après les copieux repas de Noël et du nouvel an, tu pensais enfin pouvoir reprendre ton régime ? Et bien non ! Tu n’y échapperas pas, personne ne le peut, personne n’y résiste … la tant attendue Epiphanie est de retour, autrement connue sous le nom de la fameuse « Galette des Rois ».
Pour le plaisir des petits et des grands gourmands, cette tradition est devenue une occasion pour se retrouver en famille, entre amis ou entre voisins, pour déguster ensemble la galette et de « tirer les Rois ». L’Epiphanie fait également le bonheur des artisans boulangers puisqu’il s’agit du dessert le plus lucratif pour l’industrie de la boulangerie-pâtisserie. Avec plus de 30 millions de galettes consommées chaque année par les français, la galette des Rois se positionne comme étant l’un des gâteau vedette, permettant ainsi aux boulangers de réaliser jusqu’à 10% de leur chiffre d’affaire annuel ! Impressionnant n’est-ce pas ? Alors fonce acheter ta galette !
On t’a dit que la gourmandise était un vilain défaut ? Pas chez Gnitekram ! Alors mets-toi à table, et décortiquons de plus près la recette de ce marché florissant.
C’EST PARTI ! Le marathon à la galette des Rois est officiellement lancé.
Qu’est-ce que l’Epiphanie ?
Tout le monde connait l’Epiphanie pour ses galettes à tomber par terre, surtout notre ventre. Mais connais-tu réellement l’histoire de cette tradition ? Alors place à un petit rappel. Ne t’inquiète pas, c’est pour mieux savourer ce que je te réserve ensuite !
A l’origine, l’Epiphanie est une fête chrétienne qui célèbre la naissance de l’enfant Jésus qui reçoit la visite et l’hommage des Rois Mages. Tu as les noms en tête ? Il s’agit bien évidemment de Melchior, Balthazar et Gaspard. Selon la Bible, l’Epiphanie est fixée au 6 janvier, mais la fameuse galette ravive les papilles des plus gourmands tout au long du mois de janvier. Les Français sont particulièrement fidèles à cette célébration et surtout à la tradition de la galette des Rois. Selon une étude menée sur Internet, 85% des Français ne dérogent jamais à la coutume de « tirer les Rois ».
Plutôt Galette des Rois ou Brioche?
A l’origine, la galette des Rois se distinguait par sa forme ronde, plate et sa couleur dorée représentative du soleil. Mais au fur et à mesure des années, elle s’est vue revisitée et se présente aujourd’hui sous diverses formes et revêtant plusieurs saveurs … Les artisans boulangers prennent plaisir à travailler cette tradition en lui apportant une touche de modernité, tout en gardant l’esprit magique de son histoire. Alliant un délicat mélange de saveurs et de couleurs, les pâtissiers séduisent nos papilles et aiguisent tous nos sens, pour le plaisir de petits, comme des grands.
Frangipane, brioche, chocolat, pommes … Il y en a pour tous les goûts ! Les pâtissiers ne cessent d’innover pour charmer nos papilles et pouvoir prétendre au rôle de « Roi de la galette ».
Chaque année ton cœur balance entre tous les parfums qui te font de l’œil. Mais malgré tout, c’est la traditionnelle galette des Rois, autrement dit la frangipane, qui remporte la plus grosse part du gâteau (aaaah les fameux jeux de mots à la Gnitekram) avec 80% des ventes.
Mais la galette des Rois est aussi connue pour la petite surprise qui se cache à l’intérieur : la fève. Et oui, qui ne rêve pas de la trouver ? Les fèves sont aujourd’hui devenues un argument de vente fort qui influence le choix de sa galette. On en trouve de toutes sortes : de la traditionnelle fève en porcelaine aux personnages de dessins animés en passant par les fèves en or et par les pièces de collection …
Objet incontournable de l’Epiphanie, tout le monde veut trouver la fève et être couronné, bien que 68% des français reconnaissent volontiers tricher pour laisser le plaisir aux plus petits de la trouver ! 😉
Mais si vraiment tu veux la fève, n’hésite pas à te resservir et à manger plusieurs parts, après tout on parle seulement de 500 calories pour 100 grammes (quand on aime on ne compte pas !). A bon entendeur … Tu penses faire parti des 9% des français les plus gourmands qui achètent plus de 5 galettes par an ? J’en suis pas loin pour ma part …
La galette des Rois revisitée au goût du Marketing
Cette tradition est devenue tellement populaire et appréciée des français qu’on la retrouve partout … Découvrons ensemble la galette des Rois revisitée au goût du Marketing !
- Une candidature qui donne faim …
Une petite part de CV peut être ? Et oui, aurais-tu pensé un jour séduire les recruteurs avec une délicieuse frangipane ? Aussi étrange et fou que cela puisse paraitre, quelqu’un a osé !
As-tu déjà entendu parler de Vincent Varlet, alias Monsieur Galette ? A 25 ans, il s’agit du premier à avoir tenté une candidature pour le moins sucrée. Fraichement diplômé de IHECS Bruxelles à l’époque, Vincent cherche alors son premier emploi dans le domaine de la stratégie publicitaire. La concurrence est connue pour être féroce dans ce milieu, il faut se distinguer des autres et sortir du lot, au risque de ne pas recevoir de retour et Vincent en a fait les frais. Fatigué des refus, il n’a pas baissé les bras et a décidé de croquer la concurrence à pleine dent ! Il a ainsi fait preuve d’initiative en proposant une candidature pour le moins originale et pleine de saveurs.
Une lettre de motivation et un CV dans une enveloppe ? Pff hors de question, trop commun ! Pourquoi pas une galette des Rois dans son emballage ? De quoi susciter l’intérêt des recruteurs attirés par la douce odeur qui en émane … Evidemment Vincent n’a pas omis de joindre la fameuse couronne ainsi qu’un mot accrocheur « Serez-vous l’heureux chanceux ? ». Le jeune homme a respecté la tradition et joué le jeu jusqu’au bout. Que serait une galette sans fève ? Pas d’inquiétude ! Vincent a pensé à tout et a soigneusement glissé une fève personnalisée avec ses coordonnées dans chacune de ses « Candidatures Galette ».
A travers cette nouvelle approche, l’idée était d’inverser les rôles : « ce n’est pas moi qui aurais la chance d’être engagé, mais l’agence qui aura la chance d’avoir un jeune homme passionné en plus dans son équipe. J’ai réfléchi à une façon de matérialiser la « chance » », a-t-il expliqué.
Culoté me diras-tu. Mais efficace ! L’histoire est amusante mais au final, qu’est devenu Vincent suite à ce buzz ? Et ben il a eu une indigestion à force de manger trop de galettes… Bon je te l’accorde c’était pas drôle. Rassure-toi, Vincent a trouvé le métier de ses rêves, clap clap clap !
- Reb Bull : L’épiphanie qui donne des ailes !
Place maintenant à une toute autre utilisation Marketing de la galette des Rois. Cette fois-ci il s’agit d’une campagne de communication lancée en 2011 par … suspens … Red Bull ! Connu pour ses publicités qui donnent des ailes (si tu ne l’as pas déjà fait, je te laisse découvrir notre article dédié à Red Bull ici !), Red Bull n’a pas hésité à reprendre l’histoire religieuse de l’Epiphanie en lui donnant un nouveau goût et en conviant un quatrième invité aux côtés de Melchior, Balthazar et Gaspard ! Et oui, tu pensais que les Rois Mages étaient trois ? Et s’ils étaient quatre … Dans cette fameuse campagne télé, un curieux invité pointe le bout de son nez… apportant le Red Bull. Logique après tout, sinon comment crois-tu que les anges pourraient voler ? Tu as besoin de le voir pour le croire ? C’est par ici !
- Ferrero Rochers : des Rois Mages pour le moins gourmands.
Dans le même esprit que Red Bull, Ferrero Rocher a lancé en 2004 une campagne de communication qui met en scène les Rois Mages. On y retrouve donc Melchior, Balthazar et Gaspard accompagnés d’un quatrième Roi Mage portant des chocolats Ferrero Rochers. Cette publicité mêle un délicat parfum d’humour et de convivialité. Ton ventre gargouille à l’idée du cœur à la noisette qui fond dans la bouche ? Alors viens vite regarder cette pub juste ici.
Après cet article tu as le ventre qui gargouille ? Ça tombe bien, c’est bientôt l’heure de passer à table !
Et toi, qu’elle est ta galette préférée ?
Marie Rossi
PS : si tu as aimé cet article, je te laisse dévorer mon autre article sur Yves Rocher. C’est ici que ça se passe !
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