What’s in a name? Well, the agency called Romance tells the most enchanting love-infused stories. Three of them in a year for Intermarché. Each surprising, quirky and different from the one before. All three full of heart.
Last year, Romance created L’Amour L’Amour, the story of a young man who teaches himself to cook healthy food to impress the Intermarché cashier who serves him, and J’ai tant rêvé (I dreamed so much), about a little boy who makes healthy food for Santa because he is frightened that the portly old man won’t be able to come down his chimney. Both of these campaigns supported the grocery chain’s Eat Better movement.
This year’s campaigns begin with Maman, la plus belle du monde (Mum, the most beautiful in the world), the story of a young boy who goes about doling out Chabrior cookies, boasting to everyone that his mother made them. Chabrior is Intermarché’s own cookie line…but it turns out that his mum works for the brand. The aim of the campaign is to promote Intermarché’s own brands and highlight the fact that it is the only French grocery chain to produce over 2,000 different products in its own 62 factories in France.
“Intermarché is the 3rd largest French distributor. It’s also the 5th largest food producer group thanks to its brands, each of which has a story. We wanted to use this film to tell people that don’t shop at Intermarché about them, as they symbolise the chain’s modernity and appeal,” explained Christophe Lichtenstein, president of Romance.
Like the previous two films, which were underscored by carefully selected music – Mouloudji’s L’Amour L’Amour and Henri Salvador’s J’ai tant rêvé – Maman, la plus belle du monde by Luis Mariano, directed by Rudi Rosenberg (Insurrection), underlines the emotion of this new one.
“Our challenge was to give the brands the same emotional discourse as that of the store. Each of these brands belongs in the communication landscape we’ve been building over the last year and a half, they reinforce the perception of the proximity and quality that Intermarché offers,” added Alexandre Hervé, creative director at Romance.
Credits:
Agency: Romance
President: Christophe Lichtenstein
Creative Director: Alexandre Hervé
Copywriter: Damien Veillet
Art Director: Vincent Boursaud
Strategy Director: Romain Roux
Associate Director: Marie-Laure Dangeon
Account Manager: Estelle Littaye
TV Producer: Sophie Mégrous
Post-Producer: Jérôme Deplatière
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 Fièvre
External Communications Manager: Véronique Legueult
Advertising Director: Augustin de Vulpian
Advertising Manager: Camille Sassi
External Communications Manager: Sandrine Bousquet
Where Romance’s emotive Intermarché stories began:
Romance: Intermarche goes back to classic storytelling. Nails that too
Romance & Intermarche: And now for something delightfully different for Christmas
