Event
Vivien Paille’s Sec Shop: an unconventional pop-up to refresh the image of pulses
Challenge
Objectives
Solution
Health authorities recommend eating pulses twice a week. Yet, France remains one of the countries with the lowest consumption. Despite numerous awareness campaigns, legumes still suffer from an unappealing image, often associated with “boring” or complicated cooking.
To (re)introduce pulses in a joyful, sensory, and uninhibited way. Because in love, as at the table, pleasure is essential!
To establish a new narrative around “SEC” that is positive, playful, and appetising, in order to rekindle consumer interest.
The Sec Shop, a pop-up in Lyon, designed as a sensory and educational manifesto about pulses.
Around this event, Oxygen orchestrated a full campaign : regional press relations, a targeted influencer strategy, and the creation of original materials such as the “Sec Education Manual.”
A clear stance : making “SEC” a cool, fun, and accessible topic.
