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  • HonorSilver
  • Advertising
  • SectionPoster / Billboard for Advertising
  • CategoryOutdoor
  • Title8:36
  • ClientIntermarché
  • AgencyMarcel
  • CountryFrance
  • Creative ChairmanAnne de Maupeou
  • Chief Creative OfficerDimitri Guerassimov, Fabien Teichner
  • Creative DirectorJulien Benmoussa
  • Art DirectorAli Qamari, Pierre Delort, Guillaume Delattre
  • CopywriterDamien Lebreuilly, Jonathan Wawer
  • ChairmanPascal Nessim & Charles Georges-Picot (Co-CEOs)
  • PhotographerPatrice de Villiers
  • RetoucherSophie Lawes at Stanley’s
  • Production CompanyProdigious
  • ProducerPatrick Andriot, Patrice Druet at Prodigious, Marie Absolom (Post Production)
  • Project ManagerBarbara Cruchet, Paul Marty, Mélanie Colléou (PR Manager)
  • Account DirectorBlandine Mercier (Associate Director), Matthieu Morteau (Account Manager), Guillaume Le Gorrec (Head of Strategic Planning), Leoda Esteve (Strategic Planner)

8:36

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.