Inglorious fruits & vegetables by Intermarché


To fight against food waste, Intermarché, the 3rd largest supermarkets chain in France, decided to sell (30% cheaper) the non-calibrated and imperfect fruits and vegetables: “the inglorious fruits and vegetables”.


Intermarché launched a massive global campaign to rehabilitate and glorify them, with print, billboards, TV, radio, PR, and Intermarché’s catalogues and social media platforms. The stores were rebranded “inglorious”, from floor to ceiling, and finally, for people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetables soups and inglorious fruit juices.


This initiative is a complete success because it’s a win-win-win campaign : consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. The following figures are there to prove it.


people reached by the campaign after one month.


increase of mentions of Intermarché on social networks during the first week.


most shared article in the history of LSA (N°1 professional French retailer magazine)

1.2 TONS

average sale per store during the first 2 days


overall store traffic


Five of our main competitors launched a similar offer.


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