In May 2026, actor Kad Merad surprised audiences by becoming the face of a new campaign for the Grand Frais chain. Typically very reserved when it comes to commercial deals, the performer agreed to lend his image to a quirky concept in which he plays himself, desperately trying to shop incognito under a variety of disguises, from a cowboy to the most improbable outfits. But behind this Grand Frais advertising contract, the tale isn’t simply a façade. The actor is actually a regular shopper at the brand’s stores in his everyday life. Beyond the film sets, he negotiates between his professional projects and his supermarket runs. Far from hiding this habit, Kad Merad fully embraces his loyalty to the brand’s shelves, a spontaneous attachment that greatly facilitated his buy-in to the saga’s script.
Kad Merad reacts to his Grand Frais ad: “I’m asking for a good, hefty rib of beef!” And his pal Benoît Poelvoorde is there to stir things up 😂 pic.twitter.com/GhDFtBIqVS
— FilmsActu.com (@FilmsActu) November 9, 2026
A Regular Customer Amid the Aisles
This closeness between the ad’s fiction and everyday life yields some truly entertaining moments. In an interview with FilmsActu.com, alongside his friend Benoît Poelvoorde, the actor spoke frankly about the experience and about how customers he encounters in the store react to spotting him.
The actor explained that his presence in the fresh foods aisle constantly amuses other shoppers. “But I shop at Grand Frais, and people find it amusing to see me shopping as myself”, Kad Merad told FilmsActu.com, confirming that his daily life directly mirrors the campaign’s premise.
A Warm Reception from the Karla Miller
The spring campaign relies precisely on this playful boundary between his fame and the simplicity of his purchases. By embodying a customer willing to go to great lengths to order his ribeye or to hunt down his favorite products without triggering a scene, the actor left a lasting impression with his self-deprecating humor.
This popularity with shoppers genuinely pleases the star. Despite frequent interruptions in stores or parking lots, the overall outcome of this collaboration remains notably warm for the performer. “It’s both a campaign that left its mark and a campaign that is still very friendly; people talk about it only in a positive way,” Kad Merad concluded. Between his status as a film star and his habits as a shopper, the actor continues to wander the aisles with the same natural ease.
