For over 10 years, Intermarché has been committed to introducing French children to the flavors and benefits of fruits and vegetables. A long term and constant effort that is part of a much larger brand mission that aims at making French people “eat better”. And yet, the brand never made any reference to the program it in any kind of communication.

Fighting against Leclerc, Liddl, Carrefour … in a never-ending argument around price and quality, Intermarché decided to make the promotion of this commitment to adopt a different approach towards consumers: a more emotional approach that goes beyond the promotional speech.

The Right Vegetables is a two-times activation: a fake “bad buzz” that eventually turns into a “good buzz” for consumers.

But to make the buzz as bad as it can be, our major concern was to make our mistakes in the promotional campaign credible for random people. The less they would see the advertising campaign coming, the more spontaneous and natural their reaction would be.

The reveal film – the “good buzz” part - was shot exactly the same way: the children didn’t even know what they were coming for and none of their behavior is prepared or rehearsed.

This whole spontaneity prevents the campaign from a moralizing tone one can easily fall into when talking of a society issue such as children’s diet.