Quick becomes the new main partner of the Angoulême Comic Strip Festival. The announcement, made at a press conference this Thursday morning at the National Maritime Museum in Paris, shocked many publishers, for whom fast food has difficulty rhyming with culture. The subject was on everyone's lips at midday.
And for good reason: everyone still has in mind the controversy surrounding the wild eco sponsored by Raja, in 2022. “All we have to do is take Total, next year and we’re good,” jokes an editor , which observes that this new private partnership did not prevent the organizers from increasing entry prices for both festival-goers and publishing houses this year.
Some still believe that after showing support for the agricultural world, during the 51e edition of the festival, in January 2024, Franck Bondoux is turning his jacket around today. The boss of 9th art + justifies his choice. Quick allows us to “reach an audience that is not necessarily an audience of readers”.
Packaging and trays in festival colors
“We know that reading is declining among young people. We have a role to play in such a context,” continues the director. Who adds wanting to “break a form of self” advocating “art with a capital A and culture with a capital C” to turn towards a “festive, interactive, participatory culture”.
“Quick is one of the last big brands left in the city center. »
For its part, Quick promises to deploy major resources to promote Angoulême in its 150 restaurants in France. Packaging and trays in the colors of the festival… and even a new star-shaped burger with a Wild West flavor to remind us of Lucky Luke.
During the festival, from January 30 to February 2, 2025, the brand will be present in the youth district, at the large Champ-de-Mars bubble and in rue Hergé, where it will hold a virtual reality stand to learn how to shoot again faster than Lucky Luke. An attraction which will then join the Spirou de Monteux park, in Vaucluse.
“With a Quick restaurant in the center of Angoulême, equipped with a fresco, this partnership was obvious,” says Frédéric Levacher, president of Quick.
“No one will be forced to eat burgers”
Head of a majority which advocates eating well and short circuits, Xavier Bonnefont, the mayor of Angoulême, sees no problem there. He recalls that Quick is “one of the last big brands that remained in the city center. » And Lucky Luke is even a nice nod to the former Lucky Luke Burgers on Place des Halles, he judges. “It will remind Angoumois residents of a certain age of good times. »
“It is important that the festival completes its offer of private partnerships,” adds Gérard Lefèvre, while recognizing that this new sponsor could be offensive. “There is never a perfect compromise. The festival ticks all the boxes in terms of eco-responsibility, gender equality, in its desire to reach all audiences…” Quick will shine in the city for four days. “Conversely, at Quick, Angoulême will shine throughout France. And no one will have to go eat burgers. »
