Intermarché (France)

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Selected advertising for Les Mousequetaires

Intermarché is France's third-largest supermarket chain, one of several retail brands under the overall banner of Les Mousquetaires (or "The Musketeers"), a cooperative of independent store owners who run their own outlets under shared national brands, with manufacturing and buying managed centrally. Intermarche operates several store formats from hypermarkets to convenience stores. Other chains within the group include hard discounter Netto, DIY chain Bricomarché, Roady auto maintenance & repair shops and family restaurant chain Poivre Rouge. The group was created in 1969 as a breakaway from the E Leclerc cooperative by store manager Jean-Pierre Le Roch. Along with 75 other Leclerc stores he established a new group, originally known as EX until it adopted the Intermarché name in 1973. The chain operates mainly in France, with around 1,850 stores nationally, although it also has a presence in Portugal, Poland and Belgium. It is also a founding member of what is now the Alidis buying partnership, alongside Spanish retail group Eroski, Edeka of Germany, CONAD of Italy, Coop Switzerland and Belgium's Colruyt. Combined revenues for Les Mousquetaires in 2015 were €40.1bn. Jean-Pierre Meunier is chairman of Les Mousquetaires; with Thierry Cotillard as chairman of Intermarché. Pascal Ferrier is president of central coordination business ITM Entreprises. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 10th February 2017


Recent stories from Adbrands Weekly Update:

Adbrands Social Media 27th Mar 2017: "Maman, la plus Belle du Monde". Here's the latest wonderfully warm-hearted tale from French hotshop Romance for supermarket chain Intermarché. The store's own-label range of Chabrior biscuits are so good they taste like mummy made them. Well, actually, this little boy is telling the truth. As with previous campaigns for Intermarché (and Atol opticians last week), Romance conjures up just the right blend of sentiment and story-telling to deliver a film that is sweet without being saccharine. 

Adbrands Weekly Update 30th Nov 2017: Ads of the Week: "I've Dreamed So Much". There are definitely more Christmas ads this year. Literally everyone is doing them in 2017, and they're still coming thick and fast, whereas last year, the seasonal spots were all done with by mid-November. French agency Romance delivers another stand-out spot for local supermarket chain Intermarché. You'll remember its non-seasonal predecessor, in which a teenager teaches himself how to cook great food from fresh ingredients to impress one of the store's checkout girls. In a similarly healthy vein, this Christmas spot's young hero sets out to put the local store Santa on a diet to make sure he can fit down the chimney on Christmas Eve. Again, it's scripted and directed with the lightest of touches, and benefits from a fine cast, especially our young hero and his slightly older sister. Lovely.

Adbrands Weekly Update 16th Mar 2017: Ads of the Week: "L'Amour L'Amour". With sincere apologies to William Shakespeare, it's food itself that is the food of love, not music. This lovely new campaign for French supermarket Intermarché is from Omnicom's aptly named satellite Romance, and traces the gradual blossoming of a young guy's passion for great food as he tries to impress a pretty young cashier. As the final frames explain, Intermarche's purpose in life is to help its customers eat a little better each day. So dump the packaged and processed junk and pick fresh instead. 


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