Eurobest

The most beautiful mum in the world

ROMANCE, Paris / INTERMARCHE / 2018

Film

Overview

Entries

Credits

Overview

Background

This ad is part of the grocery chain's effort to help people eat a little better everyday.

After having moved audiences with « L’amour l’amour » and “J’ai tant rêvé”, our challenge was to promote Intermarché’s in-house brands with the same emotional discourse as that of the store. Indeed, each of these brands belongs in the communication landscape we’ve been building over the last year and a half, they reinforce the perception of the proximity and quality that Intermarché offers.

Idea

They say kids always tell the truth, but can we really believe them when it comes to cookies?

Maman, La Plus Belle Du Monde (The Most Beautiful Mum in the World) is the story of a little boy who doles out cookies to friends, claiming they're homemade treats baked by his mom... when in fact they're Chabrior, Intermarché's own line of biscuits.

Strategy

When it comes to food, nothing tastes as good as homemade: because when you cook for the ones you love, you put more butter, more chocolate chips and well… more love.

Outcome

The film was seen 8,5 million times on Facebook and Twitter with an engagement rate of 2% (twice the average). More important, the global feeling was 89% positive on Facebook and 98% positive on Twitter, unbelievable in the land of haters!

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