THE SPREAD CHEESE

TitleTHE SPREAD CHEESE
BrandINTERMARCHÉ
Category E03. Print & Publishing
Product/ServiceINTERMARCHÉ
Entrant ROMANCE Paris, FRANCE
Idea Creation ROMANCE Paris, FRANCE
Production MIKROS IMAGE Paris, FRANCE
Production 2 THE Paris, FRANCE
Credits
Name Company Position
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.