July 14, 2023 at 10:10 am by Thomas
With its eight tanks, Le Gaulois has one of the largest arrangements in the Tour de France 2023 caravan.
In 2025, at the end of the contract extended in 2021, Le Gaulois has been present in the Tour de France caravan for more than ten years. If the time is not yet to consider the follow-up (or not) to be given to the partnership, the first decade which is coming to an end is rather beneficial to the brand, best known for the chickens that it mainly highlights, but also present in the turkey and duck meat sector. Being at the heart of the caravan, with a device of eight tanks this year (the second highest total behind the eleven of Leclerc), “represents the equivalent of a large wave of TV advertising”admits the marketing director, Caroline Bruon, interviewed by Sports.
80% of French people know the Le Gaulois brand, 7 out of 10 use it
But the return on investment is worth the financial effort, since the brand registers “a 5 to 10% increase in business”, for the duration of the Tour de France. It is also gaining in notoriety, it is known by 80% of French people and consumed by 7 out of ten French people. “We look at awareness and brand image items every year, how it is perceived. We see that we are strengthening ourselves on the French side and conviviality. Important items for us. It is undoubtedly the Tour which helps us to work on this. » The history with the Grande Boucle is quite easy to write, for a brand called Le Gaulois. It enables it to support its national position, with its chickens, “Born, raised and prepared in France” and its 2,000 breeders spread throughout the territory.
The women’s Tour de France more since the first edition
Since last year, the rapprochement with the organizer ASO has extended to the Women’s Tour. Always at the heart of the caravan, where regularly redesigned goodies are distributed to make the partnership evolve more positively. “From year to year, we try to progress, specifies Caroline Bruon. For example the location of the caravan has evolved, now we are a little closer in the second part of the procession. On the goodies, each year we look at what happens and if they are appreciated. We have studies of ASO and we redirect according to the results. »
Active sponsorship of clubs around its region
Other than the Tour de France, Le Gaulois supports the sport of its region, in Sarthe and its surroundings, all around the head office based in Sablé sur Sarthe. The group is particularly associated with the Le Mans basketball team and sponsors several smaller sports clubs, helping them financially. Sometimes in exchange for a little visibility, via the presence of the logo on official uniforms. As for imagining the brand elsewhere than in the world of cycling and the Grande Boucle, Caroline Bruon does not rule out the idea. “We think about it regularly. We are solicited and we study all the proposals. » For the Gallic people and the practice of the sport that it strongly supports, the brand could gladly work twice as hard.
