- La marque Michel et Augustin
Michel et Augustin est une marque créée en 2004 par deux amis d’enfance : Augustin Paluel-Marmont et Michel de Rovira. Il s’agit d’une marque française spécialisée dans les produits alimentaires.
Un petit retour sur l’histoire de celle-ci s’impose, n’est-ce-pas ?
Commençons par le début de l’histoire : Tout a commencé par une rencontre entre deux garçons sur les bancs de l’école et plus précisément lors de la quatrième. Après cela, tous les deux partent dans des carrières bien lointaines de celles de l’alimentation. En effet, on va retrouver Michel au Crédit Lyonnais à New York en tant qu’analyste financier et Augustin au sein de l’équipe du Club Med.
Puis arrive un beau jour où les deux amis décident de se retrouver et de vouloir apprendre un nouveau métier : celui de la boulangerie et de la pâtisserie en décidant donc de passer leur CAP.
Après avoir obtenu leur CAP, ils décident de se lancer dans la création de l’entreprise Michel et Augustin. A travers cette entreprise, leur but est de rapporter un peu de gaieté à la dure corvée des courses en proposant des produits gourmands et made in France. Le plus important pour les deux amis est de raconter une histoire agréable à travers leur marque. C’est donc dans la petite cuisine d’Augustin que débute l’aventure, après près de 300 essais de petits sablés.
Faisant du porte-à-porte à la naissance de la folle aventure, on peut désormais les retrouver dans une grande multitude d’enseignes dont Monoprix, Carrefour, Leclerc, Intermarché, des épiceries etc.
Vous avez l’eau à la bouche après cette présentation ? Vous allez l’avoir encore plus quand je vais vous parler des produits de la marque.
La marque Michel et Augustin est, désormais, présente tant sur le marché des produits alimentaires sucrés que salés.
En effet, à ces débuts, la marque proposait uniquement des biscuits sablés sucrés. Puis par la suite, la gamme des produits alimentaires sucrés proposés par la marque s’est élargie pour accueillir notamment des produits phares de la marque dont :
-
- Des produits secs comme les fameux cookies de Michel et Augustin et bien d’autres,
- Ainsi que des produits laitiers en commençant par la mythique mousse au chocolat de la marque Michel et Augustin, la vache à boire qui est également un incontournable de la marque et plus récemment l’arrivée de la crème dessert aux couleurs de la marque.
Cependant, la marque a décidé de se diversifier en investissant le marché des biscuits secs salés. En effet, elle s’est lancée en 2013 dans l’aventure avec les biscuits sablés apéritif.
Encore plus fou ! La marque française débutant dans une petite cuisine, se retrouve désormais à s’implanter au niveau mondial. Nous savons, dans un premier temps, que la marque est bien présente sur le marché suisse et belge puisqu’une grande partie de son chiffre d’affaires provient de là-bas. Mais elle ne s’arrête pas là et investit également les rangs américains avec un bref partenariat avec la célèbre enseigne du café Starbucks mais également avec des compagnies aériennes.
Finalement, l’enseigne se retrouve récemment rachetée par le géant de l’agroalimentaire : Danone. A voir si cette collaboration va avoir un impact favorable ou défavorable sur l’image de la marque ? Pas de panique, Michel et Augustin se charge, d’ores et déjà, de rassurer les consommateurs concernant la marque et/ou les procédés de fabrication, qui resteront les mêmes et qui sont l’essence même de l’enseigne. Ainsi, cela peut avoir pour objectif de permettre à la marque d’avoir un rayonnement mondial de manière durable.
- Une stratégie de communication décalée
Qui ne connaît pas la marque à travers sa communication complètement décalée ?
En effet, l’une des principales forces de la marque est liée à la stratégie de communication qu’elle a adoptée. Elle a, en effet, opté pour une communication amusante, décalée en se rapprochant de ses consommateurs.
Dans un premier temps, la communication de la marque passe par le produit lui-même à travers son packaging. En effet, celle-ci a décidé à travers le packaging des produits de se différencier en proposant quelque chose d’attrayant et d’amusant avec des couleurs vives et une écriture spécifique.
Comme toute marque, ils ont également pris la décision, tardive, de communiquer sur les médias traditionnels comme la télévision ou également à travers de l’affichage. En effet, ce n’est qu’en 2017, qu’ils ont décidé d’investir le métro parisien avec une campagne d’affichage en 4X3 à l’occasion d’un évènement.
Par la suite, de nos jours, il devient important d’être présent sur tous les canaux de communication et surtout sur les réseaux sociaux. Ils ont donc investi l’ensemble des réseaux sociaux afin de créer une réelle communauté autour de la marque. Ainsi, on les retrouve notamment sur des réseaux tels que Youtube où nous pouvons suivre les aventures des trublions du goût, qui ne sont autres que les salariés à l’occasion de la réalisation de spots publicitaires, de tutos recettes ou encore d’évènements rythmant la vie de la bananeraie (au cas où, petite définition : il s’agit des locaux de l’enseigne)
Le street-marketing, ça vous dit vaguement quelque chose ? Il s’agit en fait d’une méthode de promotion qui utilise la rue pour diffuser des messages. Cela permet donc de créer un effet de surprise chez les clients et d’avoir une interaction de manière directe avec eux. Et ça, Michel et Augustin, ils adorent ! En effet, ils ont déjà à leur compteur plusieurs actions de ce type dont par exemple des trublions déguisés en vache faisant déguster des produits de la marque, ou encore une vache géante que l’on retrouve dans la rue. Une action qui a beaucoup fait parler concernant la marque est, sans hésitation, la campagne de recrutement lancée dans le métro où l’on a pu retrouver la responsable des RH faisant un appel aux candidatures dans le métro de manière originale (allez je vous laisse aller voir ça en cliquant sur la vidéo)
Enfin, la communication événementielle est l’une des forces incontestables de la marque. Effectivement, on retrouve très peu de marques qui communiquent de manière massive à travers les évènements. L’évènementiel permet aux marques de gagner en notoriété et de se rapprocher de leur communauté de clients. Je ne vais pas vous citer tous les évènements organisés par Michel et Augustin, mais quelques-uns, histoire de vous donner une petite idée :
-
- Tout d’abord, ils organisent des portes ouvertes de leurs locaux une fois par mois (avant le Covid bien sûr) pour venir déguster leurs produits, découvrir la fabrication etc.
- Ensuite, on les retrouve également sur des évènements de plus grande ampleur dont notamment les 3 jours pour entreprendre, qui a connu le jour en 2018, où des équipes d’étudiants vont s’affronter sur des épreuves amusantes dans le but de remporter un cadeau (un petit voyage à NYC ça ne vous tente pas vous ?)
Et encore ce n’est juste qu’un petit aperçu de ce qu’ils font.
Tout ceci les a conduits à obtenir le prix Phénix pour l’innovation et la communication par l’Union des annonceurs en 2010. Cela démontre bien la force de la communication de la marque.
Pour conclure, Michel et Augustin est une aventure partie de rien et qui aujourd’hui connaît une ascension fulgurante. Cela s’explique en grande partie par l’image qu’elle souhaite refléter d’une aventure amusante et à l’écoute tant de ses trublions que de ses clients, grâce à sa communication globale.
Je t’ai donné l’eau à la bouche ? Fonce dans le premier supermarché proche de chez toi pour y gouter !
Si après ça tu as encore un petit creux, je te laisse aller voir tous les articles qu’on t’a concoctés juste ici !
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