M&M’S launches “Détour de France” for its Tour de France debut

M&M’S is marking its first year as an official supplier to the Tour de France and Tour de France Femmes avec Zwift with a new “Détour de France” activation in France. The campaign is built around a new OpinionWay study showing many French consumers embrace scenic detours, food breaks and the Tour’s summer ritual.

Why it matters: - M&M’S is using its Tour de France debut to connect the brand with French summer travel habits and the race’s broad cultural reach. - The activation targets fans who follow the Tour but may not be on the route, turning the sponsorship into a more local and experiential campaign. - The study suggests a strong consumer fit: many French travelers already see detours, food stops and the journey itself as part of the experience.

What happened: - M&M’S launched “Le Détour de France” to mark its first year as Fournisseur Officiel du Tour de France and the Tour de France Femmes avec Zwift. - The campaign is inspired by an OpinionWay study on French travel habits and summer detours. - M&M’S brought the activation to three cities outside the official route: Lyon, Strasbourg and Nantes. - The brand used a M&M’S-themed vehicle to create an on-the-ground experience for fans. - The activation included Loic Bruni and creators Félix Détour, Lapany, Ton pote Gillian and Just Riadh. - A social media contest let selected participants win an exclusive visit.

The details: - The study found 23% of French respondents like taking unexpected detours. - 82% said they have taken a deliberate detour for a snack or food break. - Three respondents out of five choose the longer route. - Bretagne ranked first among the regions respondents would drive extra hours to visit, at 17%. - Auvergne-Rhône-Alpes followed at 14%, and Provence-Alpes-Côte d’Azur came next at 13%. - Among Bretons, 46% said they would choose their own region as a detour destination. - Adults ages 18-24 stood out in the study: 91% said they have left their route to eat, and 23% said they do so often. - Among respondents age 50 and older, 81% said they had done the same. - The Tour remains a major summer event in France, with 45% of French respondents saying they will follow the race in some way. - Of those followers, 42% will watch on television. - Another 18% will track the race on social media. - 12% plan to cheer from the roadside. - 57% of respondents who cannot attend in person said they would like to see the caravan publicité detour to their town. - The study linked common travel styles with Tour-style rider profiles: Le Coureur de peloton (28%), L’Échappé (25%), Le Grimpeur (24%) and La Lanterne rouge (22%). - The survey covered 2,237 French adults age 18 and older from June 17 to June 24, 2026.

Between the lines: - The campaign frames M&M’S as a brand for spontaneous, shared moments rather than a traditional sports sponsor. - The travel study gives the company a cultural hook that fits the Tour’s route-based identity and the French summer mindset. - The choice of off-route cities extends the sponsorship beyond the race itself and into direct consumer engagement.

What's next: - M&M’S is positioning the “Détour de France” as a summer activation tied to the Tour’s visibility and fan interest. - The brand is likely to keep using the Tour platform to amplify its message around surprise, travel and shared experiences. - The campaign’s reach will depend on how fans respond to the off-route events and social contest format.

The bottom line: - M&M’S is turning a first-year Tour de France sponsorship into a consumer-facing roadshow built around a simple insight: French travelers like the detour as much as the destination.