RICARD
RICARD SUMMER TOUR 2026
Ricard has retained Wild Buzz Agency for the fourth consecutive time following a competitive pitch for its national café, hotel and restaurant tour: more than 50 venues activated in two months, across Summer and Winter editions.
For the fourth consecutive year, Wild Buzz Agency has won the Ricard account and created the campaign for its annual tour, with Summer and Winter editions. More than 50 venues activated in two months, by the sea and in the mountains, in cities and in the countryside: the aim is to meet French consumers directly in cafés, hotels and restaurants. In four years, the quantity of Ricard sold on the tour has increased sevenfold, making the campaign a genuine business driver for the brand across France.
Five years of collaboration, four consecutive competitive pitches
For five years, Wild Buzz Agency has supported Ricard on its annual tour. The partnership has been renewed pitch after pitch—four consecutive wins—and the concept has continually evolved to meet the brand’s priorities.
The tour runs in two seasons, Summer and Winter, following French consumers wherever they gather: Atlantic and Mediterranean beaches, mountain resorts, city terraces and rural venues. Everywhere, the principle is the same: establish a presence in the cafés, hotels and restaurants that are part of everyday life in France.
Meeting French consumers where they already spend their time
A nationwide business network
The strength of the campaign lies less in one spectacular event than in the density of the network activated: more than 50 venues covered in two months. Each partner becomes a touchpoint, with brand-coloured décor, dedicated furniture and point-of-sale materials, activities and on-the-ground teams.
Multiplied across the tour’s stops, this approach builds a business network that supports the brand throughout the year across France. Volumes reflect this: in four years, the quantity of Ricard sold on the tour has increased sevenfold.
Experience, sharing and education at the heart of the campaign
The concept has evolved over the seasons. While the early editions focused primarily on visibility, the campaign now puts experience and sharing at its centre: activities, tastings, sales, live music and games around the bar.
The aim is to help people understand the brand and its product innovations rather than simply presenting them. Each stop becomes a demonstration space where consumers discover, taste and buy products, leaving with a clear understanding of the range.
The café, hotel and restaurant tour: a driver of business as well as brand image
Activating the café, hotel and restaurant channel means reaching consumers in a moment they have chosen for themselves: an end-of-day drink on a terrace, a beach bar at sunset or an après-ski gathering. Their receptiveness is on an entirely different level from that of a traditional media audience, and purchases are immediate.
Designing and producing a national tour, season after season
Reproducing a brand experience across dozens of venues requires managing the entire chain:
- Concept development and art direction for the touring campaign
- Design and production of furniture, point-of-sale materials and branding elements
- Selection and coordination of partner venues throughout France
- Recruitment, training and management of on-the-ground teams
- Tour logistics and performance monitoring at each stop
From the coast to mountain resorts, this campaign illustrates what an event agency in Paris can deliver when it runs a long-term, nationwide field marketing campaign.
