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
Clémens Hourriere
Prodigious
Sound Producer
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.