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Intermarché
Inglorious Fruits and Vegetables

RAN IN: France

CLIENT
Intermarché

Patricia Chatelain, International Marketing Director
Sylvie Cole, Advertiser Supervisor
Mathieu Delcourt,Advertiser Supervisor

AGENCY
MARCEL *Lead Agency

Pascal Nessim, CEO
Anne de Maupeou, CCO
Dimitri Guerassimov, Executive Creative Director
Julien Benmoussa, Creative Director
Guillaume Le Gorrec, Strategic Planning
Blandine Mercier, Acct. Supervisor
Lou de Keyzer, Acct. Manager


Prodigious


SUMMARY

As the European Union made 2014 the European year against food waste, Intermarche, the 3rd largest supermarkets chain in France decided to rehabilitate the non calibrated and imperfect fruits and vegetables. Why? Because by doing so, everybody wins: consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarchincreased its business by selling a brand new line of products. Only one problem remains: how can we ensure customers actually buy these really ugly new products?

CASE STUDY

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CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Consumer Involvement/User Generated, Direct, Events, OOH, Packaging, PR, Print, Retail, Expereince, Sales Promotion, Partnership: Partnership with a foodtruck company Cantine California

Audience: Boomers (45+),Brand Influencers,Families,Men,New Audience,Women,Young Men (20-35),Young Women (20-35)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: Local,Regional,National

Language: English