Game on: 6 playful ideas to engage with the upcoming Olympic Games

1. SPARK SPORTY VIBES

2. MAKE IT A GAME

3. SUPPORT YOUR LOCAL HEROES

4. CREATE STOPPING POWER

5. TAKE ON THE CITY

6. CAPITALIZE ON FRENCH CLASSICS

Let's start with a legal note. There are many rules regarding what’s allowed related to commercial expressions around the Olympic Games. The trademarks, slogans, and symbols of the Olympic and Paralympic Games may only be used under very strict conditions by the official sponsors of the Games or national teams. Commercial use by individuals and companies is not allowed. Olympic committees strictly ensure that these rules are not violated. 

What that means is that you cannot just sell a macaron with the Olympic rings printed on it, use the Olympic Games logo on your packaging, or promote a limited edition of your product as 'Olympic…' on social media.

The following are not allowed*:

• Using symbols and images that include the Olympic rings.

• Using symbols and images with Olympic associations, such as the mascots, the Olympic flame, and the Olympic venues.

• Using Olympic terms in your texts, such as Olympic Games, Summer and Winter Games, Olympic, Olympic champion, Olympiad, Paris 2024

• Using the Olympic motto: “Faster, Higher, Stronger - Together” / “Citius-Altius-Fortius”

• Using hashtags with these words

*For a complete overview of what is and is not allowed, check the official website.

Don’t feel discouraged after seeing that list, there are still plentiful opportunities for your business to ride the Olympics wave. You just need to be thoughtful and creative. 

Here are 6 tips to join the game:

Take some time for a mind experiment to explore ways to give your existing offering an Olympic twist. Imagine which items already spark a sporty association, albeit in size, form or color. Think of matching colors for instance. Can you create a red velvet cake to resemble the pattern of an Olympic athletics oval, by changing the layering or the icing on top? Or can you create a carrot cake, with icing to form the court lines to resemble a gravel tennis court?

Exploit the group phase

During the European Football Championship, a Dutch baker came up with ‘group phase-pastries’ for when the Dutch national team was playing. For every game in the group phase, the baker created limited-edition square cakes that were all outfitted with a special chocolate decoration on top that showed a possible score. For every match, there were 24 different varieties on sale, each with its own unique score prediction. The cakes would sell out for every single match. The customer that bought the cake with the winning score, could return to the shop, showing the chocolate decoration as proof, and receive a prize. 

If there is an athlete from your town, city or region competing in the games, make sure to show some love for your local hero. Depending on the type of sport that he or she is competing in, you can develop an athlete-themed specialty product. However, be thoughtful about using a sportsman’s image or name in your promotions, as this is also strictly bound to rules.

Make your display Instagrammable

Around festive days, such as Christmas, Easter or Valentine’s Day, bakers worldwide go all the way in decorating their displays and shop windows. But there is also an opportunity to create stopping power with the Olympic theme. Why not transform your windowsill, shop window or facade into an Olympic oval, gymnasium or swimming pool. Once customers cross the threshold of your store, make sure to follow up on the theme for more impact. Make it colorful, dynamic and Instagrammable to make it the talk of the town. Add moving elements, like miniature athletes swinging back and forth, to enhance the excitement, especially for children.

From staples to regional specialties

What better time is there to temporarily expand your product range with some unexpected French classics on your menu? Turn to typical French evergreens or embrace some regional specialties during the Olympics. In each category – bread, viennoiserie, patisserie, cookies, sandwiches – there is an immense diversity of delicious options to explore. 

For the athletes eating in the Olympic Village, renowned French chef Amandine Chaignot, created a recipe that combines the iconic croissant with typical French flavors and ingredients such as artichoke puree, poached egg, a bit of truffle and cheese. How French can you go?

Want to develop your own creation with a French twist? Get inspired by these iconic dishes: 

Paris is the city of love and the city of fashion! Did you know fashion and food are colliding ever more in luxury culinary experiences? Find out more on this fashionable, high-end trend >