Title	THE FRESHEST ORANGE JUICE BRAND
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
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

The Campaign

Intermarché, the 3rd French retailer, launched a new campaign to conquer a new target: urban young people (<35 y.o). To prove them that Intermarché has the best and freshest product in it stores, we decided to hijack a symbolic product that fits their on-the-go consumption habits: freshly squeezed orange juice. Every day, 550 million of orange juices are sold all over the world (half in Europe). Orange juice’s consumers pay a lot attention to the product’s freshness. But urban targets don’t have the habit to buy this product in supermarket. That’s why, Intermarché launched «The freshest orange juice brand », the first orange juice brand that name is the exact minute the oranges were squeezed, to prove to this target that a supermarket chain can produce and distribute the freshest and the best orange juice ever. During three days, Intermarché distributed «The freshest orange juice brand » in Issy-Les-Moulineaux (Paris). The freshest and the healthiest orange juice (freshly squeezed orange juice without additives) but also at the best price (1,50 euros the 500ml), to confirm the company motto: « United against expensive life ». To make sure journalists and influencers talked about this new offer, Intermarché sent to each one a personalized orange juice. To prove them that our juice is the freshest ever we capitalized on their favorite playground: Twitter! We branded a freshly squeezed orange juice with the hour and minute of their last tweet. Every bottle was delivered with a press release which explained our approach.

The Brief

With this campaign, Intermarché wanted to address a new target with a very clear message: we are producing and commercialising our own products, that is why we facilitate, in our stores, the access to good and fresh products but always at the best price. «The freshest orange juice brand » became the proof of this brand promise. For Intermarché, this was the best angle to raise awareness about the freshness of their products amongst journalists and influencers.

Execution

To make sure journalists and influencers talked about this new offer, Intermarché sent to each one a personalized freshly squeezed orange juice. We branded a freshly squeezed orange juice with the hour and minute of their last tweet and printed it on the packaging. Every bottle was delivered with a press release that explained our approach.

The PR fallouts were excellent. With 50 print and web articles, 1000 tweets and 1500 re-tweets in three days, the “Freshest orange juice brand” campaign reached over 50 million people. 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. Fresh orange juice sales multiplied by 4600 % per store and global in store traffic increased by 25% overall. As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all our stores.

The Strategy

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. To raise awareness around the operation we developed a PR campaign among influencers and journalists.