Experiencing the Tour de France from behind the scenes is a unique opportunity, combining sporting passion, popular enthusiasm and moments of connection.
This year, Kodd had the privilege of being invited to join Vico’s very first advertising caravan during an exceptional stage between Thoiry and the Champs Elysées. An immersion into the heart of the Grande Boucle that gave us unforgettable memories and a new way to discover the world of the brand, the official crisps partner of the Tour de France.
On board Vico’s specially designed caravan, we were able to experience the excitement and energy surrounding this legendary event. Between the smiles of the crowd, the festive atmosphere along the French roads and the tasting of 100 percent French crisps, this day will remain a truly memorable experience.
A first Vico caravan built around sharing and togetherness
For its first participation in the Tour de France advertising caravan, Vico created an impressive and original experience. The brand designed a spectacular setup featuring four vehicles showcasing its identity: the famous “Potato Quad”, an eye catching vehicle surrounded by potato plants and giant crisp packets, as well as two vehicles highlighting the brand’s signature “From packet to bowl” concept.
Comfortably seated in the “Vico Float”, we discovered the behind the scenes of this travelling adventure that accompanies fans throughout the race. Every detail was designed to reflect the brand’s values: sharing, togetherness and the simple pleasure of enjoying quality French products.
Vico’s presence on the Grande Boucle goes beyond the advertising caravan. The brand is also bringing a tricycle and a food truck to meet spectators at starts, finishes and in several towns crossed by the peloton. It is a unique opportunity for children and adults alike to discover Vico’s different recipes, from the Extra crisps to the Raclette and Paysanne flavours, as well as the lentil crisps range.
An immersive experience at the heart of the Grande Boucle
Taking part in the Tour de France advertising caravan means discovering another side of this world renowned event. Far beyond a sporting competition, the Tour represents a true celebration where brands, local communities and spectators come together.
Throughout the stage between Thoiry and the Champs Elysées, we experienced the incredible enthusiasm of the crowds waiting for the cyclists to pass. Along the roads, families, cycling fans and visitors gathered to enjoy this iconic French celebration.
With nearly 463,000 packets of crisps distributed throughout July, Vico aims to make its partnership with the Tour de France a genuine moment of sharing. The brand is also extending this experience through “La Guinguette Vico”, a modern village celebration concept where entertainment, games and tastings bring communities together.
An adventure to remember forever
This experience inside the Vico advertising caravan allowed us to discover the Tour de France from a completely different perspective, closer to the public and to the unique atmosphere that makes the Grande Boucle so special. Between discovery, indulgence and shared moments, this adventure has left a lasting impression on us.
With its spectacular setup and its strong focus on togetherness, Vico has successfully made its debut on the Tour de France route by placing French expertise and the joy of sharing at the heart of the event. A first participation that truly brings the spirit of the Tour to life.
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