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 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 (<35 yo, singles, young parents) don’t have the habit to buy their fresh juices in supermarkets. That’s why Intermarché 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 at a very competitive price.
Campaign Success
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. But a brand that is 50% cheaper than other orange squeezed juice brands in average (1,50 euros the 500ml)
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The « Freshest orange juice brand » campaign aimed to prove that Intermarché, the 3rd french retailer, has the freshest and healthiest orange juices (freshly squeezed orange juice without additives) at the best price. The ultimate proof was the consumer receipt when he bought our freshly squeezed orange juice : 1,50 euros the 500ml only (50% cheaper in average than the market).