« J’attire la gourmandise des petits et des grands,
Je me présente sous diverses formes : lapins, cloches, œufs …
On me fête souvent avec une chasse aux œufs
Qui suis-je ? »
PÂQUES !
Tous les ans, à la même période, c’est le même rituel : alors que les enfants s’aventurent à la chasse aux œufs et peignent les coquilles vides des œufs, les parents eux font la chasse aux œufs … dans les magasins.
Après Noël, c’est l’une des fêtes les plus attendues des enfants, mais aussi des grands. Difficile pour les enfants de patienter jusqu’au dimanche 21 pour recevoir leurs cloches et lapins de Pâques en chocolat cachés dans le jardin. Mais la tentation est toute aussi forte chez les adultes qui doivent faire le plein de chocolats pour satisfaire toutes les papilles. A la vue de toutes ces bonnes choses, difficile d’y résister. Car en effet, les entreprises s’en donnent à cœur joie pour susciter la tentation des consommateurs et ne cessent d’innover afin de les mettre en appétit !
Toi aussi tu pensais pouvoir y résister et ne pas craquer sur les délicieux œufs en chocolat ? Mais comme chaque année tu as fait ta provision de douceurs un mois à l’avance … Ne t’en fais pas, je fais aussi partie de ces gourmands.
Chocolats, œufs, calories, chocolats, œufs, calories … Décortiquons ensemble ce marché fort en gourmandise.
Pâques, retour sur une tradition …
En France, Pâques est une fête très populaire adorée par les enfants, mais aussi par les plus grands. Si La Pâques est née d’une tradition juive, elle est devenue par la suite la plus importante des fêtes chrétiennes. A cette occasion, nous célébrons la résurrection du Christ énoncée par la Bible.
Mais Pâques n’est pas seulement une fête chrétienne, elle permet également d’accueillir le printemps dont l’œuf et le lièvre en sont les symboles. L’œuf est le symbole de la germination se produisant au début du printemps. Quant au lièvre, il représente depuis l’antiquité le symbole de la fécondité. Bien que l’on parle toujours du « lièvre de Pâques » en Allemagne, il est désormais souvent remplacé par le « lapin de Pâques » dans la plupart des pays. Et oui, les cloches ne sont pas les seules à déposer les œufs en chocolat dans les jardins …
Mais avant tout, Pâques est l’occasion de se retrouver en famille autour d’une chasse aux œufs suivie d’un délicieux repas, généralement avec de l’agneau : l’agneau pascal.
… très gourmande pour les marques
Avec environ 20% de chiffre d’affaire pour de nombreuses sociétés et établissements, cette fête ne fait pas seulement le plaisir des consommateurs.
Entre Noël et Pâques, les chocolatiers réalisent plus de la moitié de leur chiffre d’affaire annuel, et cela en l’espace de quatre mois ! Pas de répit donc pour les chocolatiers qui, quelques semaines après Noël remettent le couvert : œufs, lapins, poules … le chocolat est le produit phare de cette période sous toutes les formes. Et surtout qu’en France, nous sommes gourmands ! (tu te sens visé ?) Et oui, selon une enquête menée par Territoires & Marketing, en 2017 deux Français sur trois achètent du chocolat à Pâques. Et tiens-toi bien, ce n’est pas seulement pour faire plaisir aux plus petits. En effet, bien que 55% des Français déclarent offrir du chocolat à leurs enfants, 52% affirment qu’ils en achètent pour leur propre plaisir (ne rougis pas, on est tous pareil) et 45% pour leur conjoint.
Les Français sont de nature gourmande et ont un petit faible pour le chocolat. Bien évidemment, nous n’attendons pas les fêtes pour s’octroyer un plaisir chocolaté (en plus d’être bon en goût, le chocolat serait bon pour la santé. Quoi demander de plus ?). En moyenne, un Français consomme 7,6 kg de chocolat par an, ce qui représente un panier moyen de 110 euros par an, et par ménage. A Pâques, on n’hésite pas à se faire plaisir et au diable l’objectif bikini : le budget moyen se situe entre 20 et 45 euros pour un Français et ce ne sont pas moins de 14 500 tonnes de chocolats qui sont écoulées durant cette période.
Mais cette fête n’est pas seulement profitable aux spécialistes du chocolat. Elle représente également un vrai œuf en or pour les marques, pas forcément en lien avec le chocolat, qui n’hésitent pas à faire preuve de créativité pour attirer les consommateurs. Pâques est devenu un prétexte commercial pour un bon nombre de marques qui profitent de cet événement pour promouvoir leurs produits à travers des campagnes publicitaires créatives et amusantes. Alors autant être créatif pour faire le buzz.
Des campagnes de communication qui mettent l’eau à la bouche
Avant de t’aventurer à la chasse aux œufs ( J-2 !), je me suis dit qu’une petite compilation des meilleures campagnes publicitaires pour Pâques allait te mettre en appétit.
Humour, gourmandise, et créativité sont les mots clés de cette sélection pour Pâques. Bon appétit !
- Kellogg’s
- McDonald
- Scandic
- Käfer
- Zàini
Tu l’auras compris, Pâques n’est pas seulement une fête religieuse qui ravive les papilles des petits comme des grands, c’est aussi l’occasion pour les marques de faire preuve de créativité et de gourmandise pour promouvoir leurs produits à travers leurs campagnes de communication.
Chez Nataïs, la chasse commence demain ! Mais le chocolat est remplacé par le popcorn. A toi de jouer, ça se passe ici !
Marie Rossi
Ps : Si tu as aimé cet article, je te laisse regarder mes autres articles tout aussi géniaux (il faut toujours se vendre …) sur Yves Rocher, la Galette des Rois et sur le Nudge et les associations caritatives ! Tu as juste à cliquer 😉
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