M&M'S Joins Tour de France with Mobile Spectacle from Alsace

The campaign kicks off at the Mars manufacturing hub in Haguenau, Alsace, a site that has anchored the brand’s European production for over five decades. This facility, which exports approximately 70% of its massive annual output to 40 countries, serves as the engine behind the brand's presence at the race. With an output of 50 billion candies per year, the plant provides the scale necessary to support the brand's engagement with the millions of fans who line the cycling route.

Victoria Abramova, President and CEO of Mars Wrigley France, frames the collaboration as a strategic alignment of shared values, emphasizing joy and connection. The "Caravan of Fun" features a narrative-driven experience where spectators track the spokescandies as they hunt for the character Yellow, who is hidden among the crowds. Beyond the interactive storytelling, the brand plans to distribute thousands of sample packs and host meet-and-greets throughout the duration of both the men’s and women’s races.