Inglorious Fruit and Vegetables from Intermarché

French supermarket chain Intermarché has won the Non Traditional Grand Prix at the London International Awards for “Inglorious Fruits and Vegetables”, a campaign promoting produce usually rejected because of ugliness. Produce which had been discarded for purely cosmetic reasons was displayed in special aisles and sold at a 30 percent discount. Launched in 2013, the campaign stirred a national conversation about food waste. Ugly fruit and vegetables are now also available in soup and fruit juice form. Products were promoted with print, billboards, TV, radio, PR, and Intermarché’s catalogues and social media platforms. Intermarché stores were rebranded “inglorious”, with in-store advertising spread from floor to ceiling.

Intermarche Inglorious Fruit & Vegetables

Intermarche Failed Lemon - Inglorious Fruit and Vegetables

Intermarche Disfigured Eggplant - Inglorious Fruit and Vegetables

Intermarche Grotesque Apple - Inglorious Fruit and Vegetables

Intermarche Ridiculous Potato - Inglorious Fruit and Vegetables

Intermarche Ugly Carrot - Inglorious Fruit and Vegetables

Intermarche Store - Inglorious Fruit and Vegetables

Intermarche Store - Inglorious Fruit and Vegetables

Intermarche Pomme Moche - Inglorious Fruit and Vegetables

Intermarche Orange Juice - Inglorious Fruit and Vegetables

Intermarche Orange Juice - Inglorious Fruit and Vegetables

Three 55 second French language films tell the sad stories of La carotte démotivée (The Demotivated Carrot), La clémentine introvertie (The Introvert Clementine) and La pomme rejetée (The Rejected Apple).



Credits

The Inglorious Fruit and Vegetables campaign was developed at Marcel, Paris, by worldwide chief creative officer Erik Vervroegen (Publicis Worldwide), chief creative officer Anne de Maupeou, executive creative director/copywriter Dimitri Guerassimov, creative director/copywriter Julien Benmoussa, art director/copywriters Youri Guerassimov and Gaëtan du Peloux, art director Anaïs Boileau, creatives Sergio Alonso and Sebastian Piacentini (films), agency producer Justine Beaussart (print), digital producer/project manager Noëlla Neffati, art buyers Jean-Luc Chirio and Soone Riboud, strategic planners Guillaume Le Gorrec and Leoda Esteve, account supervisor Blandine Mercier, account manager Lou de Keyzer working with Intermarché marketing team Patricia Chatelain, Sylvie Colé, Mathieu Delcourt and Myrtille Massoubre.

Photographer was Patrice de Villiers. Retouching was done at L’Asile Paris.

Filming was shot by director Cédric Dubourg via Prodigious, Paris, with composer Julien Sens (Clementine), sound designers Clémens Hourrière and Boris Jeanne, editors Yacine Saadi and Mikael Arslanyan (case video).

Media was handled at Zenith Optimedia, Paris