French agency, Romance, tells wonderful stories. The agency has worked out that children are irresistible (and a huge incentive for parents’ healthier shopping), and is very adept at marrying those qualities with relatable stories for supermarket chain, Intermarche’s, drive to get people to eat better.
Its new story, Je t’aime trop, encourages parents to persist with the job of getting children to eat vegetables. Watch how the agency does that:
The film is the spearhead of Romance’s campaign, Fidélité, for Intermache’s new loyalty card, which rewards customers with discounts for their purchases of fruits and vegetables. Underlining its superb storytelling is the song, Je t’aime trop, sung by Eddy Mitchell and Les Chaussettes Noires. Enhancing the film’s emotive appeal are the directorial decisions of Rudi Rosenberg and production values by Insurrection.
The new campaign features what Romance has made trademark features for Intermarché – a French song, a boatload of cuteness and tons of vegetables. However, while the campaign follows the recipe that has made Intermarché’s better eating drive such a success, Romance has refreshed the look, adopting a slightly lighter, more dynamic and playful tone.
“lntermarché’s battle to help people eat better every day remains a guiding compass and we continue to build the brand’s territory. But we also wanted to make the emotion of the film evolve by favouring a comedy and a more “rock” song in order to differentiate our position about fidelity,” stated Alexandre Hervé, executive creative director, Romance.
“We are digging a unique path, whether it is to enhance the quality of the offer, innovation, own brands or this time customer relationship. lntermarché has redefined the codes of the category, it is now our duty to keep a consistent message,” noted Christophe Lichtenstein, president, Romance.
Here are two earlier better eating films:
Romance & Intermarché: Fall in love with a little boy’s logic
Romance & Intermarche: And now for something delightfully different for Christmas
“Fruits and vegetables, as well as organic products, are important markers of Better Eating habits for customers. They are also products that people perceive as expensive! Hence it is our duty, as promoter of better eating, to make them more accessible by making them the spearhead of our new loyalty card,” explained Vincent Bronsard, marketing manager, lntermarché.
Credits:
Agency: Romance
President: Christophe Lichtenstein
Executive Creative Director: Alexandre Herve
Copywriters: Philippe Pinel & Virgile Lassalle
Art Director: Vincent Boursaud
Director of Strategy: Romain Roux
Associate Directors: Marie-Laure Dangeon & Emilie Franck
Account Director: Damien Carlhian
Executive Account Manager: Anne-Claire Le Moguedec
TV Producer: Emilie Talpaert
Production company: Insurrection
Director: Rudi Rosenberg
Sound production: THE
Client: Intermarché
Strategic and Operational Marketing Director: Caroline Puechoultres
Marketing Manager: Vincent Bronsard
Brand and Communications Director: Vincent Fievre
External Communications Manager: Veronique Legueult & Camille Sassi
Advertising Director: Augustin de Vulpian
Advertising Managers: Sandrine Bousquet & Mallorie Baluteau
