| Title | THE BISCUITS |
| Brand | INTERMARCHÉ |
| Product/Service | INTERMARCHÉ |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
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, the 3rd French food retailer, 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 carried out an industrial prowess hand-in-hand with manufacturers by bringing back in-store French consumers’ favourite iconic products in their 70s packaging as well as 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”.
We’ve created a large set of print ads. Each ad tells in a particular narrative style a very specific story and memory linked to the product that every single French person can identify with. Moreover, each ad is rooted in French cultural references from the 70s that French consumers can connect with.
Translation. Provide a full English translation of any text.
Grandma’s sewing box. But with biscuits inside.
It’s summer. Grandpa packs the inflatable boat that came free with a tank of petrol and sits behind the wheel. With jelly shoes on your feet and fishing nets in your hands, you and your brother are bursting with excitement in the back seat. The instant you arrive, you jump into the cold sea. In a few years, you’ll be shocking Auntie Barbara with your monokini, but for the moment you’re making the most of being the biggest by dunking your little brother. When you’ve jumped through about a million waves, Grandpa calls you over for a snack. With blue lips and chattering teeth, you wrap yourself up in a towel. Grandma pulls a box of biscuits from her beach basket. She only buys them when you come to visit…
Today, that box of Galettes St Michel and the memories it brings back are only €2.75 at Intermarché.
To celebrate our 50th anniversary, iconic products from the past are now back in-store.
Intermarché