REALLY TASTY PRICES by Publicis Conseil Paris for Intermarche

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REALLY TASTY PRICES

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Industry Supermarkets
Media Promo & PR, Case study
Market France
Agency Publicis Conseil Paris
Copywriter Veronique Sels, Sergio Alonso Anastasia Garraza
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: INTERMARCHÉ
Product/Service: SUPERMARKET
Agency: PUBLICIS CONSEIL
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Director/Project Manager: Veronique Sels (Publicis Conseil)
Art Directors: Alexandra Offe/Reza Behnam (Publicis Conseil)
Copywriter: Veronique Sels/Sergio Alonso (Publicis Conseil)
General Manager: Jean-Patrick Chiquiar (Publicis Conseil)
Account Manager: Patrick Benveniste (Publicis Conseil)
Account Executive: Emmanuelle Henry (Publicis Conseil)
Communications Director: Katell Jumel (Intermarché)
Media placement: Promotional Operation - Intermarche Shop In Issy-Les-Moulineaux - 19 To 24 march 2010

Results and Effectiveness
Directly connected with people’s day-to-day preoccupations, the spontaneously generated buzz around the campaign through client’s word-of-mouth, resulted in an important interest for the brand as well as for the shop. What are the results at the cash register? + 11% shop attendance. + 21% sales volume at the butcher’s counter. + 17% sales volume in the fruit & vegetables aisle. + 14% sales volume in the cereals aisle. + 19% value volume at the cashier during the communication period. Intermarché plans to extend the P.O. to 18 other Intermarché shops.

Creative Execution
The idea: Really Tasty Prices! A totally new shape of promotion: the first prices and receipts, printed with edible ink on edible paper, which can be eaten risk-free. The recipe? Corn and sugar: really tasty indeed… Fun for children. Easier to swallow for their parents.

Insights, Strategy & the Idea
The economic recession has made life more and more difficult. At a time when large retailers are spending millions in the battle to say “I’m the cheapest!”, a local supermarket (Intermarché) asked us: "How can we stand out without spending a fortune? How can we make people know that we are really the cheapest on a number of essential products like cereals, potatoes, apples, pork chops? How do we create a campaign that doesn’t leave customers with the impression that we’re throwing their money away?"