Multiplied by 4600%, The Freshest Orange Juice Branding the Time

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French supermarket chain #Intermarchè  went further in method with the launch new line of freshly squeezed orange juices that are branded using the precise time at which they were squeezed.

What makes this campaign interesting is that the supermarket do not simply label its orange juice with the time it was bottled, but went further by branding the time itself. Magnifique packaging shows self-contradictory statement which makes this campaign  noteworthy; strong brands are supposed to be consistent.

The Orange Juices, which are being sold for €1.50 a bottle and marketed as Le Jus Plus Frais  are produced and labelled in store.

The brand offers consumers a product that is both good and at the best price,” the group commented on its blog.

Mr. Food: Here is the Video

https://v.qq.com/txp/iframe/player.html?vid=q016257c6fe&width=500&height=375&auto=0

Creative: Instead of selling fresh orange juice under single brand name, Intermarché  branding the exact time that the juice was squeezed, it means customers can buy a bottle of ‘10:45’ or ‘13:37’. The labels on the bottles play on heritage branding : ‘Its recipe has been jealously guarded and often copied but never equalled since 15.32’ or ‘A unique juice whose freshness has been appreciated since 9.45.’

The branding concept created by Paris based agency #Marcel who took the credit for the previous multi-award winning Inglorious Fruits and Vegetables campaign, which sought to emphasise the retailer’s quality credentials by recognising the value of misshapen or ‘ugly’ fresh produce.

Mr. Food: see what's in the label. All I know is "9:45"

Source: www.linkedin.com/pulse

Published by Baris Gencel, Baris Gencel Creative Director of Branded Content | Two Swords Samurai

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