Paris, 6 October 2026 – The coffee aisle. A shopper hesitates between two packs. Three seconds later, one of the brands speaks to them, right through the store’s speakers. This scene is now possible thanks to the partnership between SoundCast and Rupella Media, the advertising sales house of E.Leclerc la Radio. The solution is live in the 33 E.Leclerc hypermarkets belonging to SCADIF (the retailer’s regional purchasing cooperative for the Paris region), and brands can book their first campaigns starting today. E.Leclerc is widely recognised as France’s No. 1 grocery retailer.
In-store audio, bought like digital advertising. The two partners play complementary roles. Rupella Media brings a brand-new advertising space: the radio played across its hypermarkets. SoundCast, the audio advertising specialist, provides the platform to sell it and opens it up to its network of advertisers. Brands book their spots directly or programmatically, and pay based on actual store footfall at the time of broadcast.
The right message at the right moment. National brands and local players alike can now activate four levers at the point of sale: launching a new product, supporting a promotion, highlighting a seasonal offer (back-to-school, summer, holidays…) or driving shoppers to a specific aisle. They choose which stores and on which days their ads run.
A first for French retail media. According to SRI’s 35th Observatoire de l’e-pub (SRI is France’s digital advertising trade body), retail media grew by 13% in 2025 to reach €1.38 billion, driven mainly by search on retailers’ e-commerce sites. With E.Leclerc la Radio, SoundCast and Rupella Media are bringing it right into the store, a first in France. Already live with Boulanger (a leading French electronics retailer) and a pharmacy network, SoundCast is accelerating the rollout of in-store audio: new retailers will join the scheme very soon.
Patrice Sguerzi, CEO of SoundCast: “TV, radio, digital, out-of-home: all these media build desire upstream. In-store audio acts at the very moment the shopper decides, basket in hand, in front of the shelf. With Rupella Media and E.Leclerc hypermarkets, we are making this last metre as buyable as any other digital channel: programmatically or directly, based on audiences actually measured in store.”
Geoffray Thibault, owner of E.Leclerc Houilles and head of commercial communications at E.Leclerc SCADIF: “At a time when our suppliers struggle to make their brands heard on saturated media, in-store audio is becoming a major lever to reach our customers as close as possible to the act of purchase. E.Leclerc is proud to be a pioneer by bringing programmatic campaigns right above the products on the shelves.”
After the Paris region, E.Leclerc la Radio aims to expand to the retailer’s 15 other regional purchasing cooperatives.
ABOUT SOUNDCAST
SoundCast is the global digital audio platform connecting premium publishers with the world’s leading brands across podcasts, streaming radio, webradio, and beyond. Based in Paris, with offices in London and New York, SoundCast operates a programmatic audio marketplace (SSP-AdServer), a curation solution and a podcast distribution platform.
ABOUT RUPELLA MEDIA
Rupella Media is the advertising sales house of E.Leclerc la Radio, the in-store audio network broadcast in E.Leclerc hypermarkets across the Paris region. It was co-founded by Julian Langlet (technology and sales and Eddy Lipson (editorial and relations with the E.Leclerc movement). Its online bidding platform modernises the sale of point-ofsale audio advertising, built on transparency, autonomy and accessibility.
