Celebrations ad

The premise is simple: a biscuit that tastes like it costs a fortune and doesn’t. The campaign is confident and cheeky. "Have your butler pick up a pack at your local grocery store today" is a punchline; it extends the metaphor without overexplaining it and speaks to a consumer who is in on the joke. Leclerc's signature orange dominates both pages, grounding the campaign in brand recognition. The headline mixes a flowing italic serif with a clean, weighted sans-serif for the tagline, visually enacting the very contrast the copy describes. Luxury meets casual in the same sentence.