Mondelez

Under the Harmony programme, which guarantees that 100 per cent of Mondelēz biscuits produced in Europe are made from sustainable wheat, the brand wanted to show that commitment right at the point of purchase. The goal: make the environmental approach understandable, tangible and appealing to consumers, while lifting sales and strengthening the visibility of the portfolio's brands in several Monoprix stores around Paris. Bonne Idée supported Mondelēz in designing an immersive in-store activation built around a dedicated stand, tastings and teaching materials explaining the sustainable farming model. The activation was designed to encourage direct conversation with customers, to connect the story of Harmony wheat to the act of buying, and to strengthen shelf presence in a competitive environment.

The setup, completed by premium point-of-sale materials, digital screens and social amplification through a hashtag, interactive content and local micro-influencers, extended the impact beyond the store itself. Results observed: 35 per cent more sales over the activation period, 1,500 direct interactions with consumers, more than 3,000 social shares, and a stronger perception of Mondelēz as a committed and responsible company.

The operation shows how a structural sustainability commitment can be converted into a concrete customer experience that generates commercial appeal and brand preference, while supporting an educational conversation about food sustainability.