Title	THE FRESHEST ORANGE JUICE BRAND
Brand	INTERMARCHÉ
Product/Service	INTERMARCHÉ
Entrant Company	MARCEL Paris, FRANCE
Advertising Agency	MARCEL Paris, FRANCE
Media Agency	ZENITHOPTIMEDIA Paris, FRANCE
Production Company	PRODIGIOUS Paris, FRANCE
Production Company 2	KUEST PROD 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
Nicolas Blusson	Kuest Prod	Director
Clémens Hourriere	Prodigious	Sound Producer

Brief Explanation

Our target audience is always looking for the freshness of their food. As a retailer, our goal is always to provide the freshest goods for our clients. And what proves the freshness of a fresh orange juice better than the exact hour and minute the juice was made? That’s why Intermarché launched 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 time the juice was made. The juice brand whose name is the exact time the juice was made. But a brand that is 50% cheaper than other orange squeezed juice brands in average (1,50 euros the 500ml)

The Campaign

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 (<35 yo, singles, young parents) don’t have the habit to buy their fresh juices in supermarkets. Intermarché, the 3rd French retailer, launched a campaign to prove that a chain of supermarkets could provide the freshest and the best orange juice ever (freshly squeezed without additives). 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? That’s why 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.

Creative Execution

In April, the campaign was implemented in Issy-les-Moulineaux (Paris) Intermarché express new store for three days long. The brand has its own aisle in the store, specific packaging on the bottles, point of sale advertising, flyers, posters, localized press and outdoor as well as digital films. All the elements of the campaign were launched at the same time.

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.