Intermarche: Weird Fruits & Vegetables

Credits & Description:

IDEA
To fight against food waste, Intermarché, the 3rd largest supermarkets chain in France, decided to sell (30% cheaper) the non-calibrated and imperfect fruits and vegetables: âthe inglorious fruits and vegetablesâ.
IMPLEMENTATION
Intermarché launched a massive global campaign to rehabilitate and glorify them, with print, billboards, TV, radio, PR, and Intermarchéâs catalogues and social media platforms. The stores were rebranded âingloriousâ, from floor to ceiling, and finally, for people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetables soups and inglorious fruit juices.
RESULTS
This initiative is a complete success because itâs a win-win-win campaign : consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. The following figures are there to prove it.
Category: Food
URL: http://itm.marcelww.com/inglorious/
Client: Intermarche
Agency: Marcel, Paris
Production: Elysian Fields
Country: France
Chief Creative Officer: Erik Vervroegen
Chief Creative Officer: Anne de Maupeou
Executive Creative Director: Dimitri Guerassimov
Art Director: Anais Boileau
Creative Director/ writer: Julien Benmoussa
Producer: Justine Beaussart
Production company: Elysian Fields
Copywriter / Art Director: Gaëtan du Peloux
Copywriter / Art Director: Youri Guerassimov
Account Director: Blandine Mercier
Photographer: Patrice de Villiers
Retoucher: L’Asile Paris
Account manager: Lou de Keyzer
Advertiser Supervisors : Patricia Chatelain / Sylvie Colé / Mathieu Delcourt / Myrtille Massoubre
Project Manager : Noëlla Neffati
Strategic Planning : Guillaume Le Gorrec / Leoda Esteve
Global print Manager : Jean-Luc Chirio