Renault and Maison Kayser celebrate French heritage with a baguette giveaway

French automaker Renault partnered with artisanal bakery chain Maison Kayser for a week-long celebration of national pride in November 2025.

The "oui oui baguette by Renault" campaign offered owners of the Renault 5 E-Tech electric vehicle a free daily baguette at any Maison Kayser location across France. Customers simply scanned a QR code from their My Renault app to claim their complimentary bread — an offer that played directly into the electric car's quirky built-in feature: a handwoven wicker bread holder.

The partnership culminated on November 29th with a drive-through pop-up in central Paris, where Renault 5 owners could collect their baguettes without leaving their vehicles. Bakery founder Eric Kayser and French comedian Eric Judor both made appearances at the event. The collaboration brought together two products emblematic of French craftsmanship — Renault's domestically manufactured electric vehicle and Maison Kayser's artisanal bread made from French wheat — while adopting the playful oui oui baguette internet meme as its rallying cry.

TREND BITE
With import tariffs reshaping global trade and economic nationalism on the rise, companies are finding creative ways to champion local production. Renault and Maison Kayser's lighthearted celebration of French manufacturing demonstrates how brands can lean into national pride without resorting to heavy-handed patriotism.

By anchoring the campaign in a genuinely French vehicle detail (the wicker baguette holder) and embracing internet culture's affectionate mockery of French stereotypes, the partnership managed to feel both proudly local and self-aware. As protectionist policies continue to influence purchasing decisions, expect more brands to highlight domestic credentials — ideally with a similar dose of humor to keep the message from feeling like propaganda.