In 2025, we started our journey to build one iconic and meaningful LU brand,
changing category perception to drive category growth and value.
2026 is the 2nd step of our brand building journey to make the category special, celebrating LU 180th birthday.
The brand will keep bringing emotion and incremental business with a powerful and meaningful new strategic brand activation :
SAY IT WITH LU.
INVITE CONSUMERS TO CELEBRATE THEIR BELOVED ONES
Show them they are special, they matter and they are a part of them, a part of us.
Even more this year, giving a LU biscuit is giving a small gift that makes all the difference.
More than 20 emotional messages on pack
leveraging several relationships, activating 50% of LU NR.
A POWERFUL COMMUNICATION
PLAN TO SUPPORT OUR ACTIVATION
Install with
consistency
Strong media integration
of our activation into our current equity platform
Resonate with
consumers
Anchor in consumer’s daily life, more than ever a part of us.
Impactful OOH and digital campaign
Drive incremental
sales via gifting
Celebrate little daily moments
and leverage peak times
(Valentine's day, Mother’s day...)
Maximise instore
extra visibility
Make it viral and
conversational
STILL COMBINED WITH OUR SUCCESSFUL
NEW COMMUNICATION MODEL
Emotional copy
Product-focus copies
2026 has been built in continuity of
the 2025 LU relaunch, delivering outstanding results :
Source : Total sweet & soft biscuits, Nielsen, YTD P11 2025 / Kantar, MAT P10 2025
While transforming business model
vs 2023
Se connecter