Intermarché Launches Santa Diet Ad to Promote Healthy Living during the Holidays
FRANCE - While jolly Saint Nick’s Christmas gifts aren’t thinning out, it looks like he might be. French grocery store Intermarché released a holiday advertisement titled “I’ve Dreamt So Much,” which might go beyond the traditional grocery-paying, older audience by addressing a younger audience and inviting them into the produce aisle for some fun. In the ad commercial, a little boy is taken to sit atop Santa’s lap like so many other little boys and girls have done before; this time, however, Santa is in for a few surprises of his own after making the little boy’s acquaintance.
"The transformation of lntermarché’s marketing and communication is putting us on the path of becoming the 'emotional leader' of the market," said Vincent Bronsard, the brand’s Strategic and Operational Marketing Head, according to Adweek. "More than anything else, these choices are bearing fruit... store traffic has gone up 0.5 points. Our ambition with this film is to take the 'Eat better' crusade even further, and to continue our progression."
As the ad goes on, consumers frequently get a glance of the little boy and his sister leaving their local Intermarché with diet on the brain—not for themselves, but for Santa! He has to fit down their chimney somehow, doesn’t he? Their grocery trips’ plunder is produce-filled and health-conscious, as they continue to visit Santa with their healthy and produce-packed meal suggestions—they even go so far as to leave an artichoke to accompany the staple glass of milk left as Santa’s snack.
All this to say, “We all have a good reason to eat better every day.” Well, so goes the Intermarché story, stamped with perfection as the little boy and girl hug with holiday cheer amongst the Christmas presents Santa was able to deliver—thanks to their dietary suggestions.
Looking for some holiday marketing inspiration? Enjoy Intermarché ingenious ad below for healthier eating during the holiday season that will attract jolly consumers both big and small.
The French grocery store's "I've Dreamt So Long" is the brainchild of Romance agency, whose Executive Creative Director is Alexandre Hervé. The child’s found affinity for healthier eating is in the same vein as the brand’s “L’Amour L’Amour” advertisement, another commercial directed by Romance agency, which was released earlier this year. In it, a young man is after a grocery store cashier’s heart, only to fall in love with the entirety of his grocery experience—cooking and all! The advertisement is signed off with the same quote at the end, procuring its signature healthy eating message that addresses the heartstrings attached to the gut.
How will holiday-specific marketing advertisements like "I've Dreamt So Much" that are being rolled out during this heartwarming and group gathering-filled time of year affect sales in our industry? AndNowUKnow will continue to report.
