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Category
Consumer - Newspaper / Full Page or Spread - Campaign
Annual ID
PO16005B
About the Work
Intermarché created the freshest fresh orange juice brand ever created : a brand whose name is in itself a proof of its freshness, whose name is the exact minute the juice was made. In April, the campaign was implemented in Issy-les-Moulineaux (Paris) Intermarché express new store for three days long. The brand has its own aisle in the store, specific packaging on the bottles, point of sale advertising, flyers, posters, localized press and outdoor as well as digital films. It was an immediate success. Our fresh orange juice sales multiplied by 4600 % per store and global in store traffic increased by 25% overall. The media liked it too: 50 million media impressions were generated in the first day of the launch, and the #LeJusLePlusFrais (#TheFreshestJuiceEver) has spread quickly on the web. As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all stores.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Marcel / Paris
Design Firm
Stanley's (Retouching) / Paris
Production Company
Prodigious (Print) / Paris
Art Director
Ali Qamari
Pierre Delort
Guillaume Delattre
Chief Creative Officer
Anne de Maupeou (Creative Chairman)
Dimitri Guerassimov
Fabien Teichner
Creative Director
Julien Benmoussa
Designer
Sophie Lawes
Photographer
Patrice de Villiers
Producer
Patrick Andriot
Patrice Druet
Marie Absolom (Post Producer)
Blandine Mercier (Associate Director)
Matthieu Morteau (Account Manager)
Pascal Nessim (CEO)
Charles Georges-Picot (CEO)
Barbara Cruchet (Project Manager)
Paul Marty (Project Manager Assistant)
Guillaume Le Gorrec (Head of Strategic Planning)
Leoda Esteve (Strategic Planner)
Mélanie Colléou (PR)
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