From Mister V to Amixem, including Michou and Squeezie, French YouTubers are multiplying their collaborations with major food retailers. The number 1 French YouTuber has not escaped the trend. A few days ago, Tibo Inshape announced a commercial collaboration with Carrefour for the distribution of its brand of protein bars and drinks. Behind the pizzas, burgers, and energy drinks featuring the web stars, this practice borrowed from the American giant Mister Beast hides above all a formidable economic strategy, driven by the power of a community won over to their cause.
Influence as a commercial lever
The first reason for the success of these collaborations, and undoubtedly the most obvious, lies in the ability of YouTubers to unite a community of ultra-engaged fans. Unlike traditional brands that need to win over an audience, Mister V, Amixem, and Tibo Inshape already have a potential customer base ready to turn the act of purchasing into a gesture of support or complicity. It is no longer the product that makes the brand, but the personality that embodies it.
In the case of Mister V and its Delamama pizzas, launched at Carrefour and Leclerc, the launch relied on a storytelling campaign worthy of a Netflix series, with the creation of a fictional character and an announcement video that has garnered nearly 10 million views. Result: several million pizzas sold, a turnover of 1.4 million euros in three months, and a direct entry into the ranking of the best consumer product launches.
Mass distribution, the new playground for influencers
If mass distribution agrees to play the game, it is because it finds a source of growth and modernity. Historic brands see in these collaborations an opportunity to rejuvenate their image, attract a young and connected clientele, and generate in-store traffic thanks to the Fomo (Fear of missing out) effect. The success of Ciao Kombucha, Squeezie's drink, is the perfect illustration: the brand generated nearly €800,000 in sales in one month, but it is still very difficult to find in stores.
For YouTubers, mass distribution offers unparalleled visibility and a massive distribution capacity, far superior to that of e-commerce or specialist stores. Each launch turns into a media event. The product becomes an extension of the creator's universe, a storytelling medium and a pretext for interacting with the community.
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