Intermarche: The Freshest Orange Juice Brand

Credits & Description:

Advertiser: INTERMARCHÉ
Agency: MARCEL
Geo: France
Chief Creative Officer: Anne de Maupeou(Marcel)
Sound Producer: Clémens Hourriere(Prodigious)
Copywriters: Damien Lebreuilly (Marcel)
Executive Creative Director: Fabien Teichner(Marcel)
Head of Strategic Planning: Guillaume Le Gorrec(Marcel)
Copywriters: Jonathan Wawer(Marcel)
Post Production: Marie Absolom(-)
Account Manager: Matthieu Morteau(Marcel)
PR: Mélanie Colléou(Marcel)
Director: Nicolas Blusson(Kuest Prod)
Photographer: Patrice de Villiers(-)
Producers (Print): Patrice Druet(Prodigious)
Advertiser supervisors: Patricia Chatelain (Intermarché)
Art Directors: Pierre Delort (Marcel)
Advertiser supervisors: Sylvie Cole (Intermarché)
Art Directors: Ali Qamari (Marcel)
Project Manager: Barbara Cruchet(Marcel)
Associate Director: Blandine Mercier(Marcel)
Co-CEOs: Charles Georges-Picot(Marcel)
Executive Creative Director: Dimitri Guerassimov (Marcel)
Art Directors: Guillaume Delattre(Marcel)
Creative Director: Julien Benmoussa(Marcel)
Strategic Planning: Leoda Esteve(Marcel)
Advertiser supervisors: Marie Dos Santos(Intermarché)
Advertiser supervisors: Mathieu Delcourt (Intermarché)
Co-CEOs: Pascal Nessim (Marcel)
Producers (Print): Patrick Andriot (Prodigious)
Retouching: Sophie Lawes(Stanley’s)
Brief Explanation
The campaign was developed by Intermarché, the 3rd French retailer, to conquer a specific target (urban target, see below) that needed tangible proof of the freshness of Intermarché’s goods. That is why we launched the campaign directly in store, with a symbolic product that fits their mobile consumption habits (freshly squeezed orange juice without additives) with a store animation to push them to discover the freshness of our products.
Creative Execution
Intermarché created the freshest fresh orange juice brand ever created. A brand whose name is in itself a proof of its freshness. The juice brand whose name is the exact minute the juice was made.
In April, the campaign was implemented in Issy-les-Moulineaux (Paris) Intermarché express for three days long. The brand has its own aisle in the store, specific packaging on the bottles, point of sale advertising, flyers, posters, localized press and outdoor as well as digital films. All the elements of the campaign were launched at the same time.
Results
The results were outstanding. “The Freshest orange juice brand” was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of oranges. Our fresh orange juice sales multiplied by 4600 % per store and global in store traffic increased by 25% overall.
The media liked the freshness of the idea: 50 million media impressions were generated in the first day of the launch, and the #LeJusLePlusFrais (#TheFreshestJuiceEver) has spread quickly on the web.
As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all our stores.