Entdecke Die Wuerze Frankreichs
- Brand
- Saint Albray
- Year
- 2019
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Netzbewegung GmbH
Objective
Saint Albray wanted German shoppers to feel the cheese's French roots — specifically to come away knowing where Jurançon is and what goes into making it. The game doubled as the engine for a promo campaign, holding attention long enough to drive entries and reward purchases of specially marked packs.
Solution
The player lands on a map of the Jurançon route and rolls a die — dragging or clicking it into the field — to move Philippe, a young cheesemaker, across six stops. Each stop unlocks only after the one before it is cleared, so overshooting the target square just wastes the extra pips. At the end of every stop there's a short mini-game tied to that stage of the story, from a Pyrenean pasture and a farm to a vineyard, a ripening cellar, and finally a cheese shop. One play is allowed per day, and clearing stops earns entries into a prize draw — the first stop qualifies for a rotating weekly prize, and finishing all six enters the player for a travel voucher. Shoppers could also skip straight to that same draw by typing in a code found on specially marked packaging.
- 1
The game opens on a standalone promo site inviting the player to discover Jurançon, the Pyrenees-foothills region that is home to Saint Albray cheese, rendered as a 3D scene; a young cheesemonger named Philippe serves as the player's guide for the trip.
- 2
A route map shows six stages; only the next stage in sequence is playable, and each must be completed before the following one unlocks.
- 3
Each stage plays out as a board game: the player picks up and rolls a die, and Philippe's token advances that many spaces along the path, needing an exact roll to land on the finish since an overshoot is wasted.
- 4
Clearing the board isn't enough to pass a stage — a separate mini-game task at the end of each one must also be completed.
- 5
The six stages walk the player through the story of the cheese, from a Pyrenees meadow through a farm, a detour to a Jurançon vineyard, a dairy with its ripening room, and finally a cheese shop.
- 6
Play is capped at one stage attempt per day, so finishing the route requires returning across multiple days.
- 7
Completing even the first stage enters the player into a rotating weekly prize drawing, while finishing all six qualifies them for a sweepstakes for a travel voucher.
- 8
Separately, buyers can enter the sweepstakes directly by finding a code on the back of a Saint Albray promotional package sticker and submitting it with their details on the promo page.
