Naturalia Marks 20 Years of Own-Label With Eric Judor Spoofing In-Store 'Scandals'
Updated: 6 days ago
TL;DR: Organic retailer Naturalia is celebrating 20 years of its private label with a comic campaign directed by Eric Judor via agency Altmann+Partners.
Twenty years, played for laughs
Created by Altmann+Partners, Naturalia's campaign marks two decades of its own-label range, according to CB News and L'ADN. Comedian and director Eric Judor directed four 20-second films through production house Quad, in which demanding shoppers theatrically 'expose' imaginary scandals, only to conclude that the products are '(almost) irreproachable'.
The films, which launched in September 2026 across online video and social, carry the line 'C'est bon de manger sain' ('It's good to eat healthily'), turning a quality claim into a running joke.
Humour plus hard proof
The comedy only works because it is backed by substance. New packaging adds Nutri-Score, Origin'Info and animal-welfare indicators, so the gag of inviting scrutiny lands on real, visible evidence.
That combination - laughter on the surface, transparency underneath - is the whole strategy. It dares customers to look closely, confident that a closer look helps rather than hurts.
Marketing Minute's read
Private label is where retailers defend margin and loyalty, but it carries a cheap-and-cheerful reputation. Naturalia uses celebrity humour and transparency labelling to reposition its own-brand as premium and trustworthy, not a budget compromise.
What retailers should do
Treat own-label anniversaries as brand-building moments, not quiet internal milestones. Lead with verifiable quality cues - origin, nutrition, welfare - and let the creative have fun. Confidence is persuasive, but only when there is something real behind the swagger.
Quick FAQ
Who directed Naturalia's 20th-anniversary own-label campaign?
Comedian and director Eric Judor directed the four films, created by agency Altmann+Partners and produced by Quad.
What is the message of Naturalia's anniversary campaign?
The films let demanding shoppers hunt for 'scandals' in Naturalia's own-label products, only to find them almost irreproachable, under the line 'C'est bon de manger sain'.
Inviting customers to nitpick your product, then passing the test, builds more trust than claiming perfection ever could. Naturalia is confident enough to let a comedian hunt for flaws on camera. That confidence, backed by real labelling like Nutri-Score and origin data, is what turns a cheap-looking own-brand into a premium one. - Daniel Nikolla, Founder of Merx Marketing
Build own-label trust by inviting scrutiny and backing it with verifiable labelling, rather than leaning on price as the only selling point.
Does watching a brand invite you to find its flaws make you trust it more?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, L'ADN, e-marketing.fr.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
