Intermarché is progressively setting up “express” stores in urban cities (50 stores in 2015, 200 stores in 2018). But the target of these small and urban stores doesn’t know the brand and we have to prove them that Intermarché Express has good, fresh and qualitative products that fit their consumption habits. That is why “The Freshest orange juice brand” campaign targeted these urban consumers: <35 yo, singles, young parents, a target with a very mobile consumption, always on-the-go, a target that is always looking for healthy and fresh food.

The campaign was developed by Intermarché, the 3rd French retailer, to conquer a specific target (urban target, see below) that needed tangible proof of the freshness of Intermarché’s goods. That is why we launched the campaign directly in store, with a symbolic product that fits their mobile consumption habits (freshly squeezed orange juice without additives) with a store animation to push them to discover the freshness of our products.

The competition around orange juice consumption is fierce and every brand is claiming its juice to be the best. But one thing is sure: no orange juice is better and healthier than the freshly squeezed one. And what could prove the freshness of an Intermarché fresh orange juice better than the exact hour and minute the juice was made?

That’s why Intermarché created the freshest fresh orange juice brand ever created. A brand whose name is in itself a proof of its freshness. The juice brand whose name is the exact minute the juice was made.

In April, the campaign was implemented in Issy-les-Moulineaux (Paris) Intermarché express new store for three days long. The brand has its own aisle in the store, specific packaging on the bottles, point of sale advertising, flyers, posters, localized press and outdoor as well as digital films. All the elements of the campaign were launched at the same time.

The results were outstanding. “The Freshest orange juice brand” was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of oranges. Our fresh orange juice sales multiplied by 4600% per store and global in store traffic increased by 25% overall.

The media liked the freshness of the idea: 50 million media impressions were generated in the first day of the launch, and the #LeJusLePlusFrais (#TheFreshestJuiceEver) has spread quickly on the web.

As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all our stores.

Each day, 550 million litres are sold everyday in the world (Half in Europe). And consumers are particularly fond of fresh juices. The problem is that Intermarché’s urban target (<35 yo, singles, young parents) don’t have the habit to buy their fresh juices in supermarkets. That’s why Intermarché launched the campaign “The freshest orange juice brand”, to prove to this target that a chain of supermarkets could provide the freshest and the best orange juice ever.