Intermarche: REALLY TASTY PRICES

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: INTERMARCHÉ

Product/Service: SUPERMARKET

Agency: PUBLICIS CONSEIL

Date of First Appearance: Mar 19 2010 12:00AM

Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE

Chief Creative Officer: Olivier Altmann (Publicis Conseil)

Creative Director/Project Manager: Veronique Sels (Publicis Conseil)

Art Directors: Alexandra Offe/Reza Behnam (Publicis Conseil)

Copywriter: Veronique Sels/Sergio Alonso (Publicis Conseil)

General Manager: Jean-Patrick Chiquiar (Publicis Conseil)

Account Manager: Patrick Benveniste (Publicis Conseil)

Account Executive: Emmanuelle Henry (Publicis Conseil)

Communications Director: Katell Jumel (Intermarché)

Media placement: Promotional Operation - Intermarche Shop In Issy-Les-Moulineaux - 19 To 24 march 2010



Results and Effectiveness

Directly connected with people’s day-to-day preoccupations, the spontaneously generated buzz around the campaign through client’s word-of-mouth, resulted in an important interest for the brand as well as for the shop.

What are the results at the cash register?
+ 11% shop attendance.
+ 21% sales volume at the butcher’s counter.
+ 17% sales volume in the fruit & vegetables aisle.
+ 14% sales volume in the cereals aisle.
+ 19% value volume at the cashier during the communication period.

Intermarché plans to extend the P.O. to 18 other Intermarché shops.



Creative Execution

The idea: Really Tasty Prices! A totally new shape of promotion: the first prices and receipts, printed with edible ink on edible paper, which can be eaten risk-free. The recipe? Corn and sugar: really tasty indeed… Fun for children. Easier to swallow for their parents.



Insights, Strategy & the Idea

The economic recession has made life more and more difficult. At a time when large retailers are spending millions in the battle to say “I’m the cheapest!”, a local supermarket (Intermarché) asked us: "How can we stand out without spending a fortune? How can we make people know that we are really the cheapest on a number of essential products like cereals, potatoes, apples, pork chops? How do we create a campaign that doesn’t leave customers with the impression that we’re throwing their money away?"