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.