Intermarche: Inglorious Fruits and Vegetables
Intermarche Aims to 'Rehabilitate' Imperfect Produce
Published on May 20, 2014
Editor's Pick
Ugly fruits and vegetables finally get their own chance to shine in this campaign by Intermarche, France's third biggest supermarket chain. It's designed to "rehabilitate" imperfect or mis-shapen fresh produce and discourage wastage, mindful of the 300m tones of fruit and vegetables wasted each year and the European Union's designation of 2104 as the European Year against Food Waste. The campaign, by Marcel Paris, includes TV ads, including one about an "Ugly Carrot," and this one featuring a strangely deformed Clementine who's reassured, in a charming voiceover, that her imperfections are "actually quite cute." Print executions feature items such as the "Hideous Orange" and the "Failed Lemon", beautifully photographed.
Intermarche also ran an in-store campaign in which the ugly fruits and veg (which it acquired from growers who would normally throw it away) are made into products such as Inglorious Vegetables Soups and Inglorious Fruit Juices. The products were also given their own supermarket aisles, their own labelling and their own separate listing on the till receipt. Marcel reports that the campaign resulted in a 60% increase in traffic to Intermarche's fruits and vegetabes section and a 24% uplift in overall store traffic.
Rate this Ad
You must be registered to rate this ad.
Please Login or Register Now
About
Credits
- Date
- May 20, 2014
- Agency:
- Marcel
- Chief Creative Director:
- Anne de Maupeou
- Client:
- Intermarche
- Creative Director:
- Julien Benmoussa
- Copywriter:
- Julien Benmoussa
- Copywriter:
- Gaëtan du Peloux
- Copywriter:
- Youri Guerrassimov
- Art Direction:
- Youri Guerrassimov
- Art Direction:
- Gaëtan du Peloux
- Art Direction:
- Anaïs Boileau
- Copywriter Film:
- Sergio Alonso
- Art Director Film:
- Sebastian Piacentini
- Production Company:
- InDaProd
- Director:
- Cédric Dubourg
- Editor:
- Yacine Saadi
- Sound Producer:
- Clémens Hourrière
- Sound Producer:
- Boris Jeanne
- Sound Production:
- Prodigious
- Print Production:
- Prodigious
- Producer:
- Justine Beaussart
- Photographer:
- Patrice de Villiers
- Retouching:
- L'Asile Paris
- Global Print Manager:
- Jean Luc Chirio
- Art Buyer:
- Soone Riboud
Need a credit fix? Contact the Creativity Editors