Puget Reclaims Its Provençal Roots with 'Salt, Pepper' Platform

Amid inflation, increasing promotional pressure, and the rise of private labels, France’s heritage brands are being tested more than ever. The olive oil market is no exception, especially as climate-related challenges have impacted harvests, driving prices up. In this context, Puget has chosen to reaffirm what has always been its core strength: the quality of its olive oil, voted France’s favourite in 2024. To support this ambition, Lesieur’s flagship brand appointed Romance, the agency behind the globally acclaimed Intermarché Christmas campaign 'Unloved.'

A strategic move rooted in a historic brand asset: Provence

From a communications standpoint, it was essential to reaffirm Puget’s leadership while strengthening its perceived value. The new platform revisits one of the brand’s foundational assets: Provence, in the south of France—a region long associated with high-quality ingredients and a distinctive culinary culture. Moving away from clichés of olive groves and cicadas, Puget instead connects its olive oil with the broader world of Provençal products, creating a value transfer that elevates perceived quality.

'Puget, Salt, Pepper.' A signature that sounds like a recipe

Olive oil, salt, pepper. The simplest recipe in the world—and yet the one that can transform any ingredient into a delicious dish. This is the idea Puget brings to life through its new signature 'Puget, salt, pepper.' A line that feels like a recipe—one that turns every ingredient into something special and every meal into a meaningful moment. With this, Puget becomes an obvious choice again—a reflex. 

Creative approach: celebrating real-life moments

In a film directed by Katia Lewkowicz, Puget celebrates authentic moments around a Provençal lunch— those spontaneous, imperfect gatherings where success comes simply from being together and sharing good food. Far from polished advertising clichés, everything embraces imperfection, from mismatched plates taken from a weathered cabin, to wobbly tables and improvised seating, including a crate for the unexpected guest. These are the kinds of lunches that start in the morning and stretch into the evening. It’s from these small imperfections that perfect moments are made.

A visual expression of simplicity

The print campaign brings the brand’s idea to life in its most immediate form.
Shot in close-up, everyday ingredients—sun-ripened tomatoes, perfectly cooked pasta—are simply elevated with a drizzle of olive oil, a pinch of salt and a touch of pepper.

Stripped of any artifice, the visuals focus on texture, colour and appetite appeal, letting the product speak for itself. Through this deliberately minimal approach, Puget reinforces its role as the essential finishing touch—one that reveals the full potential of even the simplest ingredients.

A visual expression of simplicity

The campaign includes a 45-second film launching in cinemas, alongside 30- and 20-second versions airing from April 6 across TV, VOD, and social media. A large-scale national OOH campaign will also roll out, featuring high impact placements, including special executions in Paris Gare de Lyon and Marseille stations—celebrating the brand’s origins.