Challenge :Take Bigard from a well-known producer into a genuine brand, one that embodies and elevates the French art of meat at a time when meat consumption is declining.

Group and company : Bigard is the leading meat company in France. A family group founded in 1968, its name reaches most French kitchens, yet for decades it spoke as a producer rather than a brand. In 2020, as meat consumption declined across Western Europe, the company chose affirmation over retreat. It set out to stand as the ambassador for French butchery, and Team Créatif was brought in to give the name a character equal to its scale.

Potential : The French, like consumers across Europe, are eating less meat. But when consumption becomes occasional, it becomes deliberate. Every purchase carries higher expectations of origin, quality and craft. For a volume leader, this is the commodity trap: a name everyone knows, a brand no one can describe. The challenge was not to sell more meat. It was to make Bigard stand for something.