Each year, we throw over 300 million tons of fruits and vegetables away worldwide. Why? Mainly because of their aspect (57%). As the European Union made 2014 the European year against food waste, Intermarché the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviours.
How? Intermarché launched “ the inglorious fruits and vegetables”, a global campaign (film, print, billboards, radio, in-store, PR, social media) to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon... The idea was to show people that, though they might by ugly looking, there are as good as any others, but 30% cheaper. Therefore, buying them is not only good for the customers wallets but for the entire planet. With this operation, massively covered by national medias, Intermarché once again demonstrates its company motto "united against expensive life" and opens the road for other supermarket chains.
Success of the Campaign
Our new kind of fruits & vegetables were an immediate success because everybody wins: consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. Intermarché sold 1.2 tons average per store during the first 2 days and many of them had been sold out before the planned replenishment. The in-store traffic increased by 24% overall and the entire fruits and vegetables section benefited from the campaign as the sales grew by 10%. With over 20 print articles, 75 web articles, 3 300 tweets, 3 600 re-tweets, and mentions on national television, the campaign reached over 13 million people in France! This campaign accelerated the change within Intermarché as the offer is to be implemented nationally, and amongst competition, as Intermarché’s two main competitors are now thinking about to launch a similar offer.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Intermarché made every effort to celebrate these “inglorious fruits and vegetables” the way they deserve to be celebrated. First, the Intermarché stores were rebranded “inglorious” through parking posters, window stickers, shelves stickers, outdoor canvas and crates. This was relayed through the Intermarché catalogues and social media platforms.
Then, it was time for the massive 360 local and national media campaign: print, billboards, TV, radio and social media. In the same time, to make sure journalists and influencers talked about this unique new offer, Intermarché sent to over 60 of them a personalized “gourmet” basket of inglorious fruits and vegetables including a special tote bag, recipes for ugly fruits juices and ugly vegetables soups and everything about the global campaign.
Finally, on the launching day, they got their own aisle in stores, their own labelling, and their own spots on the sale receipt. For people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetables soups and inglorious fruit juices.