Romance's New Film "Maman, la Plus Belle du Monde" Promotes Intermarché's Own Brands

Mar. 26, 2018

They say kids always tell the truth, but can we really believe them when it comes to cookies? That’s the idea behind this film, about a boy who proudly offers Chabrior cookies to everyone he happens upon… bragging about how his mom baked them.

But what’s he hiding?

Last year, Intermarché launched its Eat Better movement with the love story “L’Amour L’Amour”. One year on, with its new film “Maman, la plus belle du monde” (Mama, the most beautiful in the world), Intermarché aims to highlight its unique status as both producer and distributor with the same emotion seen in its previous work.  

This time, the grocery chain, which is the only French distributor to produce over 2,000 products in its own factories, is pushing its own brands, specifically, its line of cookies, Chabrior.

Like with their last two films, which featured the music of Mouloudji (“l’Amour l’Amour”) and Henri Salvador (“J’ai tant rêvé”), Intermarché and its agency Romance carefully selected “Maman, la plus belle du monde” by Luis Mariano, to reinforce the emotion of the film, which was directed by Rudi Rosenberg (Insurrection).

Vincent Bronsard, Operational and Strategic Marketing Manager, Intermarché, said:

“Our “Producers and Distributors” model is unique. We’re the only ones who make our brand products in our 62 production houses in France.”

 

Christophe Lichtenstein, President, Romance, added:

“Intermarché is the 3^rd largest French distributor. It’s also the 5^th largest agroalimentaire group thanks to its brands, each of which has a story. We wanted to use this film to tell people that don’t shop at Intermarché about them, as they symbolize the chain’s modernity and attractivity.”

 

Alexandre Hervé, Creative Director, Romance, said:

“Our challenge was to give the brands the same emotional discourse as that of the store. 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.”