Title	THE FRESHEST ORANGE JUICE BRAND
Brand	INTERMARCHÉ
Product/Service	INTERMARCHÉ
Category	F03. Logo Design
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 Cole/Mathieu Delcourt/Marie Dos Santos	Intermarché	Advertiser Supervisors
Pascal Nessim/Charles Georges-picot	Marcel	Ceos
Anne De Maupeou	Marcel	Creative Chairman
Dimitri Guerassimov/Fabien Teichner	Marcel	Chief Creative Officers
Julien Benmoussa	Marcel	Creative Director
Damien Lebreuilly/Jonathan Wawer	Marcel	Copywriters
Ali Qamari/Pierre Delort/Guillaume Delattre	Marcel	Art Directors
Blandine Mercier	Marcel	Associate Director
Matthieu Morteau	Marcel	Account Manager
Barbara Cruchet/Paul Marty	Marcel	Project Managers
Guillaume Le Gorrec	Marcel	Head Of Strategic Planning
Leoda Esteve	Marcel	Strategic Planner
Mélanie Colléou	Marcel	Pr
Patrick Andriot/Patrice Druet	Prodigious	Print Producers
Patrice De Villiers	-	Photographer
Sophie Lawes	Stanley's	Retouching
Marie Absolom	-	Print Post Production

Brief Explanation

Intermarché, the 3rd French retailer, is progressively setting up “express” stores in urban cities (50 stores in 2015, 200 stores in 2018). But the target of these small and urban stores doesn’t know Intermarché, and we have to prove them that Intermarché Express has good, fresh and qualitative products that fit their consumption habits. That is why “The Freshest orange juice brand” campaign targeted these urban consumers: <35 yo, singles, young parents, a target with a very mobile consumption, always on-the-go, a target that is always looking for healthy and fresh food.

The Brief

Each day, 550 million litres are sold everyday in the world (Half in Europe). And consumers are particularly fond of fresh juices. The problem is that Intermarché’s urban target don’t have the habit to buy their fresh juices in supermarkets. That’s why we launched the campaign “The freshest orange juice brand”, to prove to this target that a chain of supermarkets could provide the freshest and the best orange juice ever.

How the final design was conceived

But the competition around orange juice consumption is fierce and every brand is claiming its juice to be the best. But one thing is sure : no orange juice is better and healthier than the freshly squeezed one. And what could prove the freshness of an Intermarché fresh orange juice better than the exact hour and minute the juice was made ? Intermarché created the freshest fresh orange juice brand ever created. A brand whose name is in itself a proof of its freshness. The juice brand whose name is the exact minute the juice was made. All the fresh orange juices we sold were made in store. Following the trafic in store, we squeezed orange juice each minute on demand. To prove the freshness of our juice, we stuck on each bottle an exclusive label designed with the minute of the squeezing. In backstage, we used a specific machine which allowed us to print and stick the label on demand. After the squeezing and bottling, the bottles were directly exposed in store to get sold. This way, each bottle was unique with its « new brand name ».

Indication of how successful the outcome was in the market

The results were outstanding. “The Freshest orange juice brand” was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of oranges. Our fresh orange juice sales multiplied by 4600 % per store and global in store traffic increased by 25% overall. The media liked the freshness of the idea: 50 million media impressions were generated in the first day of the launch, and the #LeJusLePlusFrais (#TheFreshestJuiceEver) has spread quickly on the web. As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all our stores.