A national multi-brand campaign for the 10th anniversary of the PME+ label

A favourable context for a massive operation

La FEEF (Federation of Businesses and Entrepreneurs of France) is an association bringing together 1,100 French industrial brands. Its ambition is to support SMEs in the development of their business. The organization is behind the PME+ label, which is celebrating its 10th anniversary in 2025. With 252 companies certified for more than 100,000 products, this initiative values the commitment of French industry on a human scale, in favor of local employment, regional development and environmental transition.

This anniversary was seen as an opportunity for FEEF, in order to capitalize on this first decade of actions and to promote labelled companies, which are often little known to consumers compared to brands from major international groups.

A new and engaging system for the FEEF

An activation of 3 months has been implemented within Lucky Cart's partner brands, in order to launch a national campaign and reach a large base of French consumers.

It was a first for FEEF and the PME+ label: an unprecedented opportunity to animate all labelled products in retailers. Unlike paper brochures, the flagship channel of mass distribution, which value a reduced selection of 10 to 20 references, digital channels make it possible to animate the entire catalog of brands, in real time, on a large scale in several national retailers and above all, in an ultra-personalized and relevant way for shoppers.

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Behind the scenes: collaborative mobilization

Lucky cart solutions are flexible and modular by nature, in order to adapt to all business challenges. To do this, the commercial and technical teams work hand in hand to support brands at each stage of the campaign: understanding the business need, strategic recommendations, technical development, creation of visuals, configuration, launch and management of the campaign, monitoring and analysis of performance.

Here, the main challenge was the large quantity of products to be animated: from 6,000 to 10,000 per brand. To do this, landing pages and several store pages have been created specially for the operation and each product category. The objective: to set up a seamless shopping experience for shoppers and efficient for FEEF brands.

Beyond the massive visibility of the operation, the challenge was to encourage the purchase of labelled products, by recruiting new customers and reactivating passive customers. A Promogaming® mechanism was then integrated into the system, in order to allow shoppers of eligible products to win the amount in their shopping cart. A conversion-first device that has proven its worth, we developed it more than 8 years ago at Lucky Cart!

In order to multiply the points of contact between the operation and the shoppers, a selection of strategic locations has been activated on the drive sites, e-commerce applications and loyalty applications of the retailers concerned throughout the buying process. For maximum impact, relays were also sent through push notifications and dedicated newsletters.

An option was also put in place for labelled companies that wanted a special boost for their brands.

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And then?

This first operation, the result of long-term collaborative work, was a success, making it possible to massively promote the brands and commitments of the FEEF and the PME+ label.

Following the success of this partnership, the objective is to extend the collaboration between Lucky Cart and FEEF in order to support its member companies in digitizing their activations, by capitalizing on the numerous advantages of e-commerce, drive-through and e-retail media. Activations that can be implemented at the local or national level, thanks to the modularity and partnerships established between Lucky Cart and French retail chains.