There are so many Christmas stories, and very many share themes. The Christmas tear-jerker is a classic, and it usually involves a cute kid.
But French agency, Romance, has given Intermarche a Christmas tear-jerker whose plot no one else has thought of. And a Christmas message that’s very different to those of its hundreds of siblings.
When a little boy meets a store Santa, he begins to stress that the bringer of gifts, who has been fat and jolly since Coca-Cola said he is, won’t fit down his chimney.
And that gives Intermarche a wonderful opportunity to show off its fresh produce. The boy and his sister begin preparing healthy foods for Santa, so he can slim down.
The spot, which was directed by Katia Lewkowitz, is underscored by Henri Salvador’s well-known French song, J’ai tant reve [I’ve dreamt so much] and is running on TV in France and online.
https://youtu.be/RQ_sT0oc9Sw
“After watching the finished film, I couldn’t help saying to myself ‘that’s it, we’ve staked out our territory’,” stated Christophe Lichtenstein, chief executive officer of Romance.
“ln 2017, with lntermarche, we laid out the brand’s strategic and creative foundations. We’re lucky to be able to build a brand as powerful as this and to be a part of the eat better crusade along the way.”
Vincent Bronsard, strategic and operational marketing, lntermarché, added, “The transformation of lntermarché’s marketing and communication is putting us on the path of becoming the emotional leader of the market. More than anything else, these choices are bearing fruit, store traffic has gone up 0.5 points. Our ambition with this film is to take the ‘eat better’ crusade even further, and to continue our progression.”
Credits:
Agency: Romance
Executive Creative Director: Alexander Hervé
Creatives: Frederick Lung & Philippe Pinel
Account management: Christophe Lichtenstein, Marie-Laure Dangeon & Estelle Littaye
Strategic Planner: Romain Roux
TV Producers: Sophie Megrous & Sylvie Dumas
Production company: Carnibird
Director: Katia Lewkowicz
Sound Production: THE
Client: Intermarche
Client approval: Caroline Peuchoultres, Vincent Bronsard, Vincent Fievre, Véronique Legueult & Sandrine Bousque
