INTERMARCHÉ
Inglorious fruits and vegetables
A GLORIOUS FIGHT AGAINST FOOD WASTE
To fight against food waste, Intermarché, the 3rd largest supermarket chain in France, decided to sell (30% cheaper) non-calibrated and imperfect fruits and vegetables. For people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetable soups and inglorious fruit juices.
To promote this new line of products, we launched a massive global campaign to celebrate their "inner beauty". We used TV, print, billboards, radio, PR, POS, Intermarché catalogs, and social media platforms. Finally, we used tasting as the ultimate tool by distributing inglorious vegetable soups and juices in stores.
Agency: MARCEL / Role: CW - concept & execution of films and calendar
As part of the campaign, we developed TV spots giving pep talks to our Inglorious Fruits and Vegetables.
The French TV channel CANAL+ picked up on the campaign and even made a parody of it featuring the French president in their show "Les Guignols".
