Over the past 15 years, French food retailers have entered a fierce price war, leveraging agressive promotions and heavy discounting. Simultaneously, more and more French consumers were trending towards healthier eating and were turning to new kinds of retailers. As a result, Intermarché, the third largest food retailer in France, faced struggles, failed to entice consumers and lost a lot of households between 2014 and 2017. It became priority for Intermarché to revamp its brand image in order to make French people fall in love with Intermarché all over again. In order to win back customers and address their need for high quality, we launched « L’Amour, L’Amour », the food retailing industry’s very first emotional campaign. A 3-minute film that brings to life the new ambition of the brand – help people eat a little healthier every day, through a love story between a customer and a cashier. The campaign « L’Amour, L’Amour » made Intermarché be at the centre of conversations in the category. The campaign generated millions of organic views on social media channels. Furthermore, the soundtrack of the campaign (L’amour, l’amour, l’amour from Mouloudji) relived its glory days and entered the Spotify and iTunes top trends.
