Panzani: Giant Wheat Transforms Tour de France Route

Fooh concept details:

Merging sports heritage with food origins, this striking FOOH Ad transforms Nice's Promenade des Anglais into a showcase for Panzani's 100% French wheat commitment. Towering wheat stalks line the iconic Tour de France pathway, creating unexpected visual impact for cyclists and pedestrians. The digital installation cleverly connects France's prestigious cycling event with the brand's local sourcing message through banners highlighting their authentic French ingredients. This campaign demonstrates how event-based marketing can leverage cultural moments to reinforce brand values in memorable physical spaces.