Context:
“Frenchness” “Made in France” “Local” are THE message we’ve been hearing from every French brand for the past five years. 
So how do you draw attention to the fact that our pasta are 100% French without serving the same dish?

Idea:
Selling Lustucru’s Frenchness without saying a word of French.

How?
Thanks to our name : Lustucru.  
A name so French, it comes from the contraction of the “more than perfect past of the subjunctive” expression “L'eusses-tu cru” which means
“Would you have believed it”
By translating our entire communication AND our logo in German, Spanish and Korean we pastiched the food commercial industry bringing French humour and “savoir-faire” back to the table. 

The Least Most French Campaign.
Made in France is not only an origin, it is also a state of mind.