Intermarché: Inglorious fruits and vegetables

This case study describes how French food retailer Intermarche set out to combat food waste in the fruit and vegetable aisle in 2014, the European year of food waste.

Intermarché: Inglorious fruits and vegetables

Marcel

What were the objectives for the creative work?

Our first objective was to change French consumers behavior towards un-calibrated fruits and vegetables. We wanted to show them that their first instinct, which is to take the nicest fruits and vegetables, was not justified: because ugly ones are as tasteful. Our KPIs were both the in-store traffic and getting consumers feedbacks during the test period to see if it was positive enough to rollout the campaign nationally.

Our second objective was perceptual.It was important to show that modern retail brands can innovate and...

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