Title | THE SPREAD CHEESE |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
E03. Print & Publishing |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Production
|
MIKROS IMAGE Paris, FRANCE
|
Production 2
|
THE Paris, FRANCE
|
Credits
Christophe Lichtenstein |
Romance |
CEO |
Alexandre Hervé |
Romance |
Executive Creative Director |
Yvan Hiot |
Romance |
Creative Director |
Adrien Plouard |
Romance |
Creative Director |
Clémentine Guillopé |
Romance |
Art Director |
Marie-Laure Dangeon |
Romance |
Associate Director |
Emilie Frank |
Romance |
Associate Director |
Sarah Holgado |
Romance |
Account Manager |
Antoine Groun |
Romance |
Account Manager |
François Coquerel |
- |
Photographer |
Pia Schneider |
Romance |
Print Producer |
Anne-Marie Gaultier |
Intermarché |
Marketing et Communication Director |
Vincent Bronsard |
Intermarché |
trategic and Operational Marketing Manager |
Camille Sassi |
Intermarché |
Brand and Communication Manager |
Vincent Fièvre |
Intermarché |
Brand and Communication Director |
Emilie Place |
Intermarché |
Advertising managers |
Augustin De Vulpian |
Intermarché |
Advertising Manager |
Laurence Carboneill |
Intermarché |
Advertising project manager |
Cultural / Context information for the jury
In 2019, to celebrate its 50th anniversary, Intermarché wanted to go beyond classic anniversary promotions usually practiced in the category and connect with its customers on a more in-depth emotional level. The brand made French consumers travel back in time by bringing back in-store their favourite iconic products from the 70s, such as the Goldorak Amora mustard or the Grenadine Teisseire syrup, and all the happy memories and comfort that go with it. In a world evolving at break-neck speed, the brand made the choice to pause time for one week and bring people back in “the good old days”.
Specific to this ad:
Tartare is a cheese known for its taste made of herbs. Herbs also refer to the smoking trend that spread in French households in the 70s.
Translation. Provide a full English translation of any text.
In 1969, all living rooms had a distinctly herbal smell.
It’s Saturday night. Your parents’ friends have come over. All six crammed into a tiny Citroën 2CV. You quickly shut yourself in your room to reread your favourite comics (in 1969, we were still children at eleven years old). After racing through three stories, you start to feel hungry. The adults certainly seem to be having a great time when you come out of your room. You notice a grassy smell in the living room and your mum is smiling a bit more than usual. But at least there’s still some Tartare cheese spread and crackers left on the coffee table…
Today, the same packet of Tartare and the memories it brings back are only €1.54 at Intermarché.
To celebrate our 50th anniversary, iconic products from the past are now back in-store.
Intermarché
Tell the jury about the copywriting.
We’ve created a large set of print ads, each ad being specific to one of the iconic vintage products that are back in-store for Intermarché’s 50th anniversary.
Each product comes with its own universe and cultural references. The copy has been meticulously written in a particular narrative style to tell a very specific story and memory linked to the product, that every single French person can identify with. Moreover, each copy is deeply rooted in French iconic cultural references from the 70s that French consumers can connect with, from the Citroën “deudeuche” family car to the iconic “booms” parties where teenagers share their first dance while drinking fluo syrup.
As a result, the copywriting strongly elicits emotion, filled with nostalgia, comfort and happiness, amongst all generations of consumers. A smart way to show that Intermarché has a lot more to share than just products or promotions with its customers.