Intermarché is the retail store with the strongest local network in France (one supermarket every 17km) and the largest Facebook community (over 1 million fans). It is in our DNA to fight for what matters to our consumers. So when we saw, on our Facebook pages, that fans were complaining about how hard the 'back to school' period was for them financially, we knew we had to do something.

We strongly believed that our campaign had to be local first and then, if it was a success, spread out nationwide. This is why we started with a local PR event. We decided to go back to the roots of commerce: the barter.

On the local store of Peronne, we launched the first Intermarché Barter Day. A unique day during which anyone could come and exchange things they no longer had use for. It wasn’t only stands and tables; we put together many activities for families to enjoy, in the spirit of a village fair.

We promoted this event locally via a tactical PR campaign: local newspapers, flyers, posters, localised banners, a web film and a local radio ad. And, for those who couldn’t attend, we created a Facebook application to help parents from the same region to exchange things they didn’t need anymore.

The results:

- 4 000 items were exchanged

- 2 500 visitors (out of a 8 000 inhabitants town)

- Massive PR fallouts

But, most importantly, Intermarché was so excited that they decided to roll out the idea to the entire country.

The Barter Day infrastructures were specially constructed on an Intermarché parking lot. It wasn't only stands and tables, but we put together many activities for families to enjoy, in the spirit of a village fair. All of this for free of course (or for the price of a barter).

The campaign: the event was promoted in local newspapers, with flyers, posters, localised banners, a film and a radio ad. For those who couldn't attend, a Facebook application was launched to help parents from the same region to exchange things they didn't need anymore.

The results:

- 4 000 items were exchanged

- 2 500 visitors (out of a 8 000 inhabitants town)

- PR Fallouts were so big, Intermarché decided to roll out the idea to the entire country.