Tomatoes and tears--a widower painstakingly recreates his love's recipe in Intermarche's bittersweet tale

The French grocer continues its romantically-themed campaign with spot celebrating 50th anniversary

Published On
Mar 25, 2019

Editor's Pick

French supermarket Intermarche is celebrating its 50th anniversary with a touching new spot continuing its series of love story-themed ads via aptly-named agency Romance.

Having chronicled young love between a customer and store employee the first film back in 2017, the campaign, which uses emotion to illustrate how we can eat more healthily, now tells the story of an older man, a widower mourning the recent loss of his wife. We watch the story unfold as he chances upon an old recipe box, and decides to make a dish with her secret recipe for tomato sauce--surely a healthier option than the miserable ham sandwiches he's resorted to since her death.

His attempts, multiple times, to buy, cook and taste the ingredients are documented by director Katia Lewkowicz via Grand Bazar,  to the sounds of Cole Porter's  "C'est Magnifique," covered by French singer Benjamin Biolay. The ad also sensitively captures his evolving grieving process as he tries to move on with his life while still holding on to the memories, spending time with his grandchildren and playing in a band. 

The ad is running on French TV and in cinemas. It'll likely make you shed a tear--at the same time, you get a chance to check out the beautifully displayed produce on offer at Intermarche.  




Mar 25, 2019
Client :
Agency :
Strategic and Operational Marketing Manager :
Vincent Bronsard
Brand and Communication Manager :
Camille Sassi
Brand and Communication Director :
Vincent Fievre
Advertising Manager :
Augustin de Vulpian
Advertising Director :
Lucie Ducos
President :
Christophe Lichtenstein
Creative Director and Copywriter :
Alexandre Herve
Copywriter and AD :
Julien Rézette
Associate Director :
Marie-Laure Dangeon
Account Manager :
Thibault Loué
TV Prod :
Emilie Talpaert
Post-Producer :
Valérie Raguenel
Production :
Grand Bazar
Director :
Katia Lewkowicz
Chief Operator :
Laurent Tangy
Editor :
Thierry Hoss
Stylist :
Sonia Philouze
Head Decorator :
Clement Price-Thomas
Producer :
Juliette Desmarescaux
Director of Photography :
Hugo Merival
Production Coordinator :
Léa Villain-Barachet
Sound Production :

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