Editor's Note
This editor’s note highlights the key facts and market implications behind “Darty Concepteur Cuisine Launches TV and Digital”, with emphasis on sourcing, product fit, fabrication, logistics, or buyer impact.
Darty Concepteur Cuisine is running a new TV and digital campaign in partnership with Beko until November 16, created by the agency Le Nouveau Bélier. This fifth installment of an advertising saga launched in 2022 features a family comedy illustrating Darty's expertise in custom kitchens and promoting two Beko appliances. The campaign is accompanied by in-store and online activations, as well as a rebate offer on several Beko built-in products.
Since November 1st and until November 16th, "Darty Concepteur Cuisine", the retail brand of the Fnac Darty group, has been running a TV and digital campaign in partnership with major appliance manufacturer Beko.
With its agency Le Nouveau Bélier, Darty Concepteur Cuisine reaches a new stage of a saga initiated in 2022 and unveils its fifth film, "Belle-mère" (Mother-in-Law), directed by Alban Coret. Several emblematic characters from the saga, with their strong personalities and distinctive humor, are at the heart of this new mini-comedy.
As part of the partnership with the appliance brand Beko, this commercial reaffirms Darty's position as an "expert in custom kitchens", touts the press release dedicated to this campaign, while highlighting "its unique know-how and the diversity of its appliance offering".
“This time,” explain the communications team from the agency Le Nouveau Bélier, “the comedy takes place behind the scenes of a family meal, at the heart of a kitchen that is as elegant as it is modern. The film features a self-assured mother-in-law, always quick to give advice, who finds herself caught in her own game when she discovers that she has… copied her son-in-law’s kitchen! This leads to a delightful exchange, where teasing and pride intertwine, in an atmosphere that is both complicit and authentic.”
And they conclude: "Faithful to the spirit of the saga, this new comedy highlights the conviviality and personality of Darty kitchens, enhanced by Beko appliances, symbols of reliability and daily performance."
This new film highlights two Beko appliances: a "Split&Cook" double-cooking oven and an induction hob with an integrated hood.
This campaign, broadcast on major television channels, is complemented by activations on social media, in retail media, and in-store, accompanied by an exclusive rebate offer: up to €500 refunded for the purchase of several Beko built-in products, from 11/01/2025 to 12/01/2025.
Source: Read the original article | Published: November 10, 2025