ARCHIVEHow INTERFEL Made Fresh Fruit and Vegetables Feel Like Pure Pleasure
INTERFEL's "Jamais trop" campaign is a 2022 French advertising initiative that reframes fresh fruit and vegetables as an unlimited, guilt-free pleasure, anchored by the signature line "Les fruits et légumes frais, c'est jamais trop" and launched nationally on 13 April 2022 across television, digital, and out-of-home channels.
INTERFEL is the inter-professional organisation for fresh fruit and vegetables in France. As the body representing an entire sector, its communications carry an unusual dual mandate: to grow category demand while reflecting the full diversity of produce available to French consumers. The "Jamais trop" platform, created by agency LGM&co, meets that mandate by abandoning the cautionary, nutritional register that has long characterised food category advertising and replacing it with a tone of generous indulgence. The campaign's central proposition is disarmingly simple: there is no such thing as too much when it comes to fresh fruit and vegetables, either in quantity or in variety.
In France, the campaign launched with a coordinated burst across media. Television distribution began on 13 April 2022, with a special placement on Quotidien on TMC that included three five-second teasers followed by a 30-second reveal film, as reported by interfel.com. The full media plan extended across national out-of-home formats and digital video, making "Jamais trop" one of the more structurally ambitious category-promotion campaigns in the French food and drink sector that year. The campaign's new slogan was simultaneously adopted across all of INTERFEL's owned channels, establishing it as a long-term platform rather than a single seasonal push. According to interfel.com, the platform continued through 2024 and 2025, confirming that 2022 marked a genuine strategic inflection point for the organisation rather than a one-off executional refresh.
ARCHIVEINTERFEL identified a creative gap that most food category advertising leaves unfilled. The dominant tone in dietary communications in France, as in most markets, tilts toward moderation, health claims, and nutritional guidance — language that positions eating well as an act of discipline rather than desire. "Jamais trop" inverts this entirely by treating fresh fruit and vegetables not as a corrective to poor choices but as an inherently pleasurable, endlessly varied category that needs no justification.
The strategic insight driving LGM&co's approach is that diversity itself is the category's most underleveraged selling point. Fresh produce encompasses an extraordinary range of tastes, textures, colours, and forms, and that variety maps directly onto contemporary French consumer values around inclusivity and personal expression. The campaign positions fruits and vegetables as the natural star products of the moment precisely because they require no compromise: they suit every diet, every preference, and every palate. This is category promotion that speaks to culture rather than to compliance.
The competitive context in France is relevant here. Organisations such as Dole Food Company and Fresh Del Monte operate as major global fresh-produce entities, but INTERFEL's role is distinct: it promotes the entire French fresh-produce category rather than a proprietary brand. That structural position demands communications that expand total category desirability rather than winning share from a named rival, and "Jamais trop" is precisely calibrated to that objective. According to interfel.com, the 2022 campaign introduced a new creative direction that prioritised pleasure and inclusivity as its organising principles, a departure significant enough to anchor a multi-year platform.
Director Charlotte Abramow shapes the film's visual identity. Working with production company Big Productions, Abramow constructs a 30-second journey through a colourful world populated by characters whose appearances and personalities mirror the produce surrounding them: never too hairy, never too round, never too mature. The casting and art direction celebrate physical diversity with the same generous spirit the campaign applies to the produce category itself, and the result is a film that feels more like a fashion editorial than a grocery advertisement.
The soundtrack choice is central to the campaign's tonal proposition. LGM&co selected Depeche Mode's 1981 single "Just Can't Get Enough" as the campaign's musical backbone, a track whose lyrics map with playful precision onto the "never too much" theme while carrying an immediate, cross-generational cultural charge in France. The song's energy shifts the film away from the earnest register of nutritional advertising and into something closer to pop celebration, reinforcing the idea that fresh produce is a source of uninhibited pleasure rather than virtuous restraint.
Creative direction was led by Nicolas Gandrillon, with artistic direction credited to Timothée Dumas and Delio Verna-Levieux, as documented by packshotmag.com and lareclame.fr. Agency production was managed by Florian Simon, according to the same sources. On the advertiser side, Lise Jacob, Sophie Pedrosa, and Loïs Caborderie served as client contacts, while Justine Martineau and Maëlle Gruillot represented the agency team, per lareclame.fr. Media planning and buying was handled by Monolith Partners, with social media activation managed by Brainsonic, as noted by jai-un-pote-dans-la.com. The depth of the production team reflects the scale of ambition INTERFEL and LGM&co brought to a campaign that was always designed to operate across multiple channels simultaneously.
"Jamais trop" generated independently verified performance data across reach, press, and industry recognition. According to interfel.com, the national out-of-home and digital distribution reached 80 million contacts across France. The "Jamais trop Branchés" activation — an extension of the core campaign — generated more than 190 press mentions, per interfel.com. These figures position the campaign among the higher-reach category-promotion efforts in the French food and drink sector in 2022.
Industry recognition followed the campaign's media performance. INTERFEL won Gold in the Communication Strategy section, Brand category, at the Grand Prix TOP/COM in 2022, as reported by interfel.com. The organisation also won Best Advertising Campaign at the 21st edition of the Trophées de la Communication on 25 November 2022, as documented by cbnews.fr. Two major French industry awards in a single year for a single campaign is a result that places "Jamais trop" in a small cohort of genuinely decorated food category communications from that period.
Structurally, the campaign's effectiveness rests on three interlocking decisions: a tonal inversion that made the category feel desirable rather than dutiful, a media plan built for scale from launch day, and a creative execution distinctive enough to generate earned media beyond paid placements. The Clapboard Score for "Jamais trop" is 69 out of 100, reflecting a campaign that executes its strategic brief with clarity and craft, earns its awards credibly, and establishes a durable platform — while leaving some headroom in long-term measurability of category behaviour change.
"Jamais trop" is a 2022 French advertising campaign created by LGM&co for INTERFEL, the inter-professional organisation for fresh fruit and vegetables in France. It launched nationally on 13 April 2022 with the signature "Les fruits et légumes frais, c'est jamais trop," positioning fresh produce as a source of unlimited, guilt-free pleasure rather than a dietary obligation.
Charlotte Abramow directed the 30-second Jamais trop film for INTERFEL. Working with production company Big Productions, Abramow created a visually diverse, character-driven world in which the physical variety of fresh fruit and vegetables mirrors the diversity of the people consuming them, set to Depeche Mode's 1981 hit "Just Can't Get Enough."
LGM&co selected "Just Can't Get Enough" because its lyrics align directly with the "never too much" campaign theme. The track's cross-generational cultural familiarity in France also shifts the film's register away from nutritional messaging and toward pop celebration, reinforcing INTERFEL's strategic decision to frame fresh produce as pleasure rather than prescription.
INTERFEL's Jamais trop campaign won two major French industry awards in 2022. It took Gold in the Communication Strategy, Brand category at the Grand Prix TOP/COM, according to interfel.com, and won Best Advertising Campaign at the 21st edition of the Trophées de la Communication on 25 November 2022, as reported by cbnews.fr.
The national out-of-home and digital distribution of Jamais trop reached 80 million contacts across France, according to interfel.com. The campaign also generated more than 190 press mentions through the Jamais trop Branchés activation, per interfel.com, confirming significant earned media performance alongside the paid distribution footprint.
INTERFEL's Jamais trop campaign holds a Clapboard Score of 69 out of 100. The score reflects strong strategic clarity, credible award recognition, and effective multi-channel execution across France, while acknowledging limited publicly available data on long-term measurable impact on fresh fruit and vegetable consumption behaviour.
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