Brief
Give media visibility to Intermarché’s own-brand products, and create a bond with influencers while reiterating the core theme of the retailer’s approach: “Producing Better” for “Eating Better”.
Client: Intermarché
DISCIPLINES:
Events
Influencers
public relations
Year: 2018
RESPONSE
In parallel to ongoing media-relations operations, M+A arranged an influencers event to present the chain’s complete own-brand offering and its programmes devoted to Producing Better and Eating Better: LA MAISON DU MIEUX (“the Better House”).
Focus #1
An original set design combining raw materials (timber, slate…) and abundant products to recreate the atmosphere of a well-stocked market! The Intermarché offering was divided onto two levels: on one level, the own brands; on the other, the retailer’s raw groceries, cooked by a chef.
Focus #2
All through the day, consumer journalists and influencers took turns discovering the products and meeting the people who make them. Each of the chain’s flagship programmes to promote Eating Better was presented by a speaker (heads of brand, category, Intermarché or AgroMousquetaires programmes), who replied individually to all questions from those present – rare interactions greatly appreciated by influencers.
Focus #3
A complete media kit – corporate press file and seven product factsheets (highlighting spring/summer innovations in each programme), all presented in a kraft pouch – invited readers to discover the secrets of Producing Better and Eating Better.
Results
150
MEDIA CLIPS TO DATE
92
INFLUENCERS MET DIRECTLY
430 K€
EAV (EQUIVALENT ADVERTISING VALUE)
1,22
CPM (COST PER MILLE)