Intermarche rewrote supermarket marketing with its Inglorious Fruits & Vegetables campaign in 2014. This year, it is promoting its fresh produce in a very different way. With a heart-tugging love story.

The world will never tire of boy meets girl stories and (the aptly named) French ad agency, Romance, has used that universal lure flawlessly in its 2017 Intermarche campaign, Intermarche L’amour.

The three-minute film, directed by Katia Lewkowicz, is told entirely without words. Instead Marcel Mouloudji’s song,  L’amour l’amour l’amour,” adds the emotional “icing” to a superbly crafted story. Even the essential product range shots are woven in so well, they actually enhance the plot.

And the story is such a pleasure to watch. A young man, doing the grocery shopping with his flatmates, is struck by the cashier. He notices that she disapproves of their junk food purchases and begins to add fresh food on every shopping visit. To use the food, he teaches himself to cook. And his first attempts are endearingly awful. Of course – this being a classic French romantic film – boy gets girl, and the pair scooter off into the sunset.

Intermarche adds the observation, We all have a good reason to eat better every day.

Is this the most interesting, memorable – and compelling – supermarket ad you’ve ever watched?

Credits:

Agency: Romance
Chief executive officer & co-founder : Christophe Lichtenstein
Executive creative director & copywriter : Alexandre Hervé
Strategic director : Romain Roux
Creative team: Vincent Boursaud, Julien Bon & Gautier Fage
Agency Management : Marie-Laure Dangeon & Estelle Littaye
TV producer : Sophie Mégrous
Post production : Jérôme Deplatière

Production company: Carnibird

Director : Katia Lewkowicz

Sound Production : THE