Romance and Intermarché have built a history of irresistibly emotive films that work “to help French people eat a little better every day”. This time, their story exists in the context of the current inflation. 46% of French people believe that they can no longer live decently according to the results of the latest Bonial x Opinion Way purchasing power barometer unveiled this month.
It’s the story of Pierrot, a gruff dockworker with a soft heart who likes to cook for himself and his wife, with whom he prepares his weekly lunch dishes. His colleagues, on the other hand, have taken the easy way out: pizzas, burgers, sandwiches. But one of them is stealing Pierrot’s lunch every day. Pierrot solves the problem with generosity and caring.
As always in Romance’s films for Intermarché, music is a key character in the story and gives the film its name. In the new film, Ça s’éclaircit devant by young artist, Mathieu Des Longchamps, underscores the story.
“It was a challenge to tell a positive, light-hearted story in a context that has never been so hard for French people, who are forced to count and pick what and when they eat. The casting is very accurate and conveys the emotion of this solidarity. I find this film powerful because of the humanity it radiates. It is also a world that we are not used to seeing on advertising screens,” stated Alexandre Hervé, creative director, Romance.
“Being able to make fish, meat, fruit and vegetables accessible when the French need them most is Intermarché’s fight, and that’s what being a producer and retailer is all about. We immediately loved this story when Romance approached us with it, because it succeeds in bringing a subject close to the problems of precariousness and purchasing power with a lot of joy and tenderness,” added Perrine Vignon, brand and communication member.
63% of working French people are looking to reduce or better control their lunch budget. To achieve this, 58% of them have chosen to cook meals at home to take to work. And 16% sometimes skip meals. 71% have brought their home-cooked food to work in the last 12 months. The main reasons are: 74% do it because it costs less, 45% because it tastes better and 42% because it’s healthier, according to YouGov’s The cost of living observatory.
The campaign film is being broadcast in France April in a 2 minute and 60-second version. The recipes from Pierrot’s lunch box will be available on social networks, in shops and on Intermarché’s website.
Credits
Client: Intermarché
CEO: Christophe Chineau
Strategic and Operational Marketing Manager: Camille Sassi
Brand and Communication Director: Anne Guivarc’h
Brand and Communication Manager: Perrine Vignon
Project Manager: Céline Guérin
Agency: Romance
CEO: Christophe Lichtenstein
Executive Creative Director & Copywriter: Alexandre Hervé
Copywriter: Camélia Relier Baccouche
Art Director: Lucas Fockenoy
Director Strategic Planning: Jérôme Lavillat
Strategic Planner: Johanna Tannous
Associate Director: Marie-Laure Dangeon
Account Manager: Meryl Conrad
TV Producer: Emilie Talpaert
Assistant Producer: Mahé Parisse
Production Company: Grand Bazar
Director: Katia Lewkowicz
DOP: Laurent Tangy
Stylis : Sonia Philouze
Producer: Juliette Desmarescaux
Executive Producer: Hugo Mérival
Editor: Thierry Hoss
Post-Production: The Mill
Post-production Supervisor: Laura Roddier
Grade: Arthur Paux
Sound Production: Schmooze
