Did you already wonder how much of a little pot actually ends up in a baby’s mouth? Actually not a lot. For 100% of a baby’s little pot, 20% end up on his cheek, 10% on the bib, 5% on mommy and 6% in the hair (and yes 49% in the baby’s mouth). Guess who gets exasperated? Parents obviously.

Intermarché pays tribute to those desperate mommies and daddies in a viral film. But this goes further than just a social media buzz.

The retail company changed its whole production process to create a brand new packaging: the « Emergency Helping pot », the free extra serving for those extra messy meals.

As opposed to other regular product activation, Intermarché took advantage of its status of producer and retailer to take this whole thing one step beyond.

We redesigned the packaging of Pommette to implement the narrative we developed in the film and the online & in-store experience.

More than just a promotional campaign, the « Emergency Helping » activation is an innovative way to re-think the relationship between a retail company brand and its consumers, from an identified insight to the product itself and then to a wider social media & TVC campaign.

Engagement

The film was seen 2.6 million times on social media with an engagement rate of 2% on Facebook (twice the average) and a completion rate of 47,5% (vs. 20% on average). The music of the film was the 4th most shazamed during the month of November.

Business

136.000 units (all that was produced) of the Emergency Helping Pot were sold in Intermarché stores (+280% compared to the initial product without the Emergency Helping Pot). The market share of Intermarché among families with babies increased by 0,8 points.