France: Café Grand'Mère activate partnership with RC Lens (Ligue 2) with "Grandmother's Day"

Grand'Mère, a French coffee brand of the Dutch Jacobs Douwe Egberts group, activated their partnership with RC Lens (Domino's Ligue 2) during the game against Valenciennes FC (2-0, Matchday 27) by sending out eleven grandmothers, dressed in the colours red and gold (see below), at the end of half-time to celebrate Grandmothers Day (on 06/03/2017), on 25/02/2017. Café Grand'Mère has been a historical partner of RC Lens since 1998, and the right upper chest sponsor of the club's shirt during the 2016-17 season.

This activation was carried out in collaboration with Sponsorship 360, a consulting firm specialising in sports sponsorship and event marketing, and a subsidiary of Lagardère Sports. This activation was to celebrate "a major moment for our brand and our partnership with RC Lens, by bringing together several generations for a moment of humour and emotion. We are reinforcing our historical link with the region and our proximity to our customers and consumers," said Thomas Ceyrac, product manager at Café Grand'Mère.

The activation of Café Grand'Mère with RC Lens in video