French supermarket chain Intermarchè has brought further innovation to the retail fresh produce department with the launch of a new line of freshly squeezed juices that are branded using the precise time at which they were squeezed.
The juices, which are being sold for €1.50 a bottle and marketed as #LeJusPlusFrais (#TheFreshestJuice), are produced and labelled in store.
“So, the brand offers consumers a product that is both good and at the best price,” the group commented on its blog.
The juice line was launched last week in a single Intermarchè store in the Paris suburb of Issy Les Moulineaux, but there are plans to extend the project to stores across France provided the results of this month’s test prove positive.
The inventive branding concept was dreamt up by Parisian agency Marcel and comes in the wake of another project delivered by the same group, Intermarchè’s much-publicised and 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.
Additional images courtesy of Pascal Nessim,Blandine Mercierand Marie Dos Santos.
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