Title | THE SPREAD CHEESE |
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.
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