Cannes Lions

Shrinkflation

ROMANCE, Paris / INTERMARCHE / 2024

Awards:

1 Shortlisted Cannes Lions
Case Film
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Overview

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Credits

Overview

Background

In the midst of an inflationary crisis, some major brands have decided to increase their prices while reducing the quantity of the product. This is called "Shrinkflation". Intermarché wanted to denounce this opaque practice and was committed to being completely transparent by explaining to consumers that this price increase was not the result of the retailer trying to boost its revenue. The purpose of these ads was to put an end to this unfair practice and to protect the purchasing power of our customers.

Idea

To denounce Shrinkflation, we needed to speak directly to the consumer. To ensure that it was noticed, we placed our ads where our customers were most likely to see them: in the aisles of our stores. And if people like Intermarché, it's because we address them directly, honestly, without beating around the bush, as if they were someone in our inner circle. By directly confronting the brands in this manner, we wanted to engage the consumer, inform them, and perhaps even make them laugh along the way.

Strategy

The challenge for Intermarché was to maintain a relationship of trust with the consumer by conveying that the price increases were not their doing, but rather the result of brands resorting to Shrinkflation. The message to convey was clear: "Inflation doesn't justify all price surges." And the most effective way to directly communicate with the consumer remains through in-store signage. Therefore, we provided all our stores with small posters that were free to stick on the shelves.

Execution

Originally, our posters were not intended to leave the confines of the store. The phenomenon gained momentum when Olivier Dauvers, a journalist specializing in retail, posted one of our ads on his social media platforms, praising the initiative. Following this, everyone started talking about it. Our ads were featured on the news on TF1, Europe's largest private channel. Thierry Cotillard, president of Intermarché, was a guest on Yann Barthes' show, Quotidien, the most watched talkshow in France, to explain the situation between the retailer and major brands. On social media, various outlets such as Creapills, Culturepub, CB News, and BFM TV shared our posters. Our campaign did not stop at the French border, as newspapers in England and Spain also covered it.

Outcome

The impact of the campaign for Intermarché is enormous. Firstly, sales of Intermarché brands (manufactured by the retailer) have increased by 5.3%. Consumers are increasingly turning to these types of brands, with products of comparable quality to national brands but at half the price. Our posters have made their way onto television sets and social media platforms, reaching as far as Spain. We were the first to address the issue of Shrinkflation, and we helped expedite the submission of a bill aimed at compelling brands to prominently display content reduction on their packaging. Other retailers have followed suit, such as Carrefour and Aldi. All of this was achieved with €0 in media investment, as these ads were printed and displayed by the stores themselves.

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