Jamais trop - INTERFEL fresh fruit and vegetables | Clapboard Ad Archive

Interfel’s 2022 campaign Jamais trop for fresh fruit and vegetables marks a confident evolution in the food and drink category, fusing brand proposition and public health messaging with a creatively liberated lens. Conceived by LGM&co, the campaign centers on the new evergreen slogan Never too much… fresh fruit and vegetables, which stretches across all the organization’s platforms and takes form as a playful, high-color film set to Depeche Mode’s Just Can’t Get Enough. Eschewing the cautionary, restrained tone typical of dietary guidance, the campaign instead revels in abundance and inclusivity, celebrating the sheer diversity, visual appeal, and universal suitability of fresh produce in ways that overtly reflect the pluralism of contemporary French society. The film transports audiences into a whimsical, kaleidoscopic world where the differences and eccentricities of fruits, vegetables, and people merge—never too round, never too mature, never too quirky—using clever visual metaphors that signal indulgence without guilt or limits. This vibrant escapism, underscored by the campaign’s relaxed, almost cheeky tone and infectious soundtrack, situates fresh produce as sources of boundless pleasure and self-expression rather than nutritional obligation. In line with what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit, the creative approach exaggerates the sensory and emotional rewards of eating fresh fruits and vegetables through stylized, exaggerated imagery, focusing not on explicit product function but on the delight and positivity they represent. By presenting fruits and vegetables as the natural protagonists of modern life—accessible to all tastes, lifestyles, and diets—Interfel and LGM&co sidestep traditional food industry tropes of scarcity, restriction, and uniformity, instead positioning the category as a space for unlimited creativity and individual enjoyment. The campaign’s resonance is evidenced not only by its cultural fluency and sharp visual construction but by its reach, generating over 2.5 million views and embedding the #Jamaistrop call-to-action in the everyday lexicon of French consumers. Clapboard rates this 69/100. This work matters because it signals how even legacy food category organizations can reframe health and consumption narratives with genuine cultural vibrancy when they lean into universal codes of pleasure and inclusion over clinical persuasion.