New Intermarché campaign from Romance ticks both boxes

French supermarket Intermarché has led the market by being the first to introduce – or promote – ugly vegetables and the like and now it’s tackling the thorny issue of persuading kids to eat healthy food. Plugging its loyalty card in the back to school period in a new campaign by Romance.

Deftly done; hard to promote good causes while still conveying a strong marketing message but Romance does it here with intelligence and style.

MAA creative scale: 9.

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