Title	INGLORIOUS FRUITS AND VEGETABLES
Brand	INTERMARCHÉ
Product/Service	INTERMARCHÉ
Category	A09. LAUNCH OR RE-LAUNCH
Entrant Company	MARCEL Paris, FRANCE
Advertising Agency	MARCEL Paris, FRANCE
Media Agency	ZENITHOPTIMEDIA Paris, FRANCE
Production Company	PRODIGIOUS Paris, FRANCE

Name	Company	Position
Patricia Chatelain/Sylvie Colé/Mathieu Delcourt/Myrtille Massoubre	Intermarché	Advertiser Supervisors
Erik Vervroegen	Publicis Worldwide	Chief Creative Officer
Anne De Maupeou	Marcel	Chief Creative Officer
Dimitri Guerassimov	Marcel	Executive Creative Director
Julien Benmoussa	Marcel	Creative Director
Julien Benmoussa/Gaëtan Du Peloux/Youri Guerassimov	Marcel	Copywriters
Youri Guerassimov/Gaëtan Du Peloux/Anaïs Boileau	Marcel	Art Directors
Blandine Mercier/Lou De Keyzer/Noëlla Neffati	Marcel
Guillaume Le Gorrec/Leoda Esteve	Marcel	Strategic Planning
	Prodigious/Indaprod	Production Companies
Jean Luc Chirio/Soone Riboud	Publicis	Global Print Manager/Art Buyer
Justine Beaussart	Prodigious	Producer
Patrice De Villiers		Photographer
	L'asile Paris	Retouching
Cédric Dubourg/Fabien Dubois		Directors
Mikael Arslanyan	Prodigious	Editor

The Campaign

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 towards the non-calibrated fruits and vegetables. How? By showing them that though they might by ugly looking, there are as good as any others. Intermarché launched “ the inglorious fruits and vegetables”, a campaign 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 their wallets but for the entire planet. To make sure journalists and influencers talked about this unique new offer, Intermarché sent each one of them a personalized “gourmet” basket of inglorious fruits and vegetables including a special tote bag, recipes for inglorious fruits and vegetables soups and juices and everything about the global campaign. Once in store, journalists and influencers could even try these famous ugly fruit juices and ugly vegetable soups. With massive PR fallout in French medias, Intermarché once again demonstrates its company motto "united against expensive life" and opens the road for other supermarket chains

The Brief

As the European Union made 2014 the European year against food waste, Intermarché the 3rd largest supermarkets chain in France, decided to try to raise awareness about food waste amongst journalists and influencers.

Results

The PR fallouts were overwhelming. 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! On top of this, the success in-store was also immediate. . 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% during the operation 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. The inglorious fruits and vegetable: a glorious fight against food waste.

Execution

Intermarché launched “the inglorious fruits and vegetables”. A PR campaign to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon... For the very first time, a supermarket chain decided to change the way the system works. Intermarché bought from its growers the products they usually throw away, and sold them in stores just like any others, only 30% cheaper. 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. Once in store, journalists and influencers could even try these famous ugly fruit juices and ugly vegetable soups.

The Situation

Each year, we throw over 300 millions tons of fruits and vegetables away worldwide. Why? Mainly because of their aspect (57%). Fruits and vegetables that are non-calibrated or imperfects are getting thrown away by producers and shunned by consumers.

The Strategy

The idea was to demonstrate that though these imperfect fruits and vegetables might by ugly looking, there are as good as any others.