| Title | THE MUSTARD |
| 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.
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