| Title | THE MUSTARD |
| 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 anniversary promotions usually practiced in the category and connect with its customers on a more in-depth emotional level. The brand carried out a prowess hand-in-hand with manufacturers by bringing back in-store French consumers’ favourite iconic products in their 70s packaging, such as the Goldorak Amora mustard or the Grenadine Teisseire syrup, and hence all the happy memories that go with it. In a world evolving at break-neck speed, the brand made the choice to pause time and make people travel back in time in their “good old days”.
Specific to this ad:
A madeleine isn’t only a small French sweet cake, it also refers to a well-known French expression. A Proust’s Madeleine is an expression used to describe smells, tastes, sounds or any sensations reminding people of their childhood and bringing back memories from a long time ago.
Translation. Provide a full English translation of any text.
Proust’s Madeleine tastes even better with mustard.
It’s Sunday. You’re seven years old and you’ve spent the morning in your pyjamas watching cartoons on TV. Your favourite superhero from outer space saves the world. As usual. At 12 o’clock, your parents take you to Grandma’s house. She helps you undo all those zips and buttons and layers. The wallpaper is a pattern of geometric shapes in shades of orange and brown. Grandma has made your favourite lunch: sausages and homemade chips. She puts the jar of mustard by your plate. She bought it specially for you: it has your superhero on it…
Today, that jar of Amora mustard and the memories it brings back are only €1.33 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.