TBWA\Paris gives birth to an idea for U Supermarkets

British supermarkets spend hundreds of millions, billions maybe if you count up all the airtime, annually on advertising and most of it, with a few notable exceptions at Christmas, is boring and predictable. Therefore, one might assume, mostly wasted.

We’ve just finished with Mother’s Day flowers and now it’s on to bloody Easter Egg hunts. It’s sales promotion not advertising.

Credit then to TBWA\Paris and client U Supermarkets for this effort; another spin on shopping responsibly (U is a farmers’ co-operative) set in a noisy post-natal ward to a mewling rendition of Edif Piaf’s La Vie en rose (the French anthem of optimism it seems).

At least someone has had an idea.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.