No one likes ugly foods. We usually gravitate towards the prettiest produce — so those with quirky shapes and mild blemishes either don’t make it to the shelves, or end up getting left behind in supermarkets. This was the main driving force behind Intermarché’s “Inglorious Fruits and Vegetables” campaign in 2014, which was aimed at combating food waste by promoting the consumption of imperfect produce that would otherwise be discarded due to superficial flaws.
The campaign was widely well-received, with each Intermarché store selling about an average of 1.2 tons of reject produce per day in the first two days. With the help of Sphere’s Ad Benchmarking app, we use predictive AI to delve into the supermarket chain’s remarkable success and to dissect how the commercial performs against other ads in the industry.
A Visual Feast
Creative Execution and Industry Fit
Intermarché’s commercial was both creatively executed and a good fit with industry, but still managed to differentiate itself from other supermarket ads. Frames with striking visuals displayed the charm of deformed produce by challenging traditional beauty standards of fruits and vegetables — and even gave them names like “A Grotesque Apple’’ and “The Ridiculous Potato”. 2014 was also the European Year Against Food Waste, which also meant that the message was aligned with the supermarket industry’s drive for sustainable practices.
Relatable content is crucial to the success of an ad, since viewers tend to remember and respond favorably to commercials that resonate well with them. The ad resonates with viewers and motivates them to participate by featuring everyday people sampling the produce, purchasing the products, and wholeheartedly supporting the campaign’s cause.
Rebel with a Cause
The main archetype detected in the ad was the Rebel, which further emphasizes its defiance of the conventionally celebrated “picture-perfect” product. In doing so, it positions itself as a trailblazer of sorts as it evokes curiosity, admiration, and urges viewers to question their preconceived perceptions of the product that they buy.
Through Ad Benchmarking’s insightful analysis, we found that Intermarché’s commercial is not just a feast for the eyes; it’s a powerful combination of bold creativity and lasting relatability. This campaign showcases the power of advertising to shape perceptions and drive change.