The charming town of Le Mêle-sur-Sarthe, Normandy, is in crisis. Dairy and livestock prices have plummeted due to a flood of imports, and farmers are threatened with foreclosure. Mayor Georges Balbuzard (the irrepressible François Cluzet, beloved from The Intouchables & The Country Doctor) does his best to fight and raise awareness of their plight, but the situation isnt deemed newsworthy for national media. Things seem hopeless until the day famous American photographer Newman (Toby Jones) passes through the village, inadvertently discovering the perfect backdrop for his next shoot. Balbuzard sees a rare opportunity, and sets about convincing the townsfolk the farmers, the butcher, the pharmacist, some 200 in all to participate. But, theres a catch.