Daddy partnered with Passing-Shot to relaunch its brand platform and reconnect with a broad audience through a warm, intergenerational story.

The campaign combines brand strategy, film direction and illustrated outdoor, with a strong focus on authenticity, craftsmanship and emotional storytelling.

Context

Daddy, a leading French sugar brand, returns to mass communication with a renewed ambition: reaffirm its role in everyday family moments while supporting its product and packaging transformation.

The challenge was to create a platform that is:

• emotionally engaging

• culturally relevant

• consistent with its cooperative and responsible roots

Idea

Sharing is the sweetest pleasure.

A simple, universal idea rooted in real life moments, where baking, transmission and joy bring generations together.

The return of the signature “Pour un monde plus rose !” reinforces a warm, optimistic and timeless brand territory.

Execution

Film - The Student vs. The Master

At the heart of the campaign, a hero film capturing the playful relationship between a grandfather and his granddaughter during a baking lesson that turns into a joyful, slightly chaotic duel.

Directed by Kourtrajmeuf and produced by Partizan, the film was deliberately crafted:

• without special effects

• without artificial intelligence

→ to preserve authentic performances and genuine emotions

Outdoor – Handcrafted visuals

The campaign extends into OOH with a series of hand-illustrated visuals by Tofdru.

His mixed-media approach (painting, ink, collage) reinforces:

• a sense of spontaneity

• a crafted, human touch

• a strong visual distinctiveness in public spaces

Brand Commitments

Beyond storytelling, the campaign highlights key brand commitments:

• Reduced plastic packaging for over 10 years

• French agricultural cooperative model

• Sugar grown, processed and packaged in France