Post by Marc-Antoine Lecocq

Most sponsorships buy visibility. The best ones tap into cultural moment. 💫 And le #TourdeFrance isn't just a race, it's a summer ritual for millions of French families. The roadside picnic, the kids waiting for the caravane, the shared moment before the peloton passes. It's been this way for decades. #McCain showing up with a foodtruck on those roads isn't logo placement. It's embedding the brand into the ritual itself turning fries into part of the memory. The smell, the taste, the moment in the sun. 💛 The kind of associations no media plan can manufacture... ☀️ 🍟 🚴 That's the shift: from sponsorship as media buy to sponsorship as cultural participation. Congrat's to the McCain Foods Europe team! 👏 Can't wait to see this on the roads this summer & share some fries with you ? 🙃