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Intermarché Je t'aime Trop Turns Back-to-School Into a Love Story
Intermarché's "Je t'aime Trop" is a 2018 French retail film created by agency Romance that uses a child's belief in the growth-giving power of soup to reframe the supermarket's loyalty card as an expression of parental love, launched during the back-to-school period in August of that year.
The film arrived in France on 26 August 2018, timed precisely to one of the highest-spending moments in the French family calendar. Rather than promoting the loyalty card through price mechanics or product demonstration, Romance constructed a narrative in which a parent's quiet devotion — made visible through nightly soup rituals — carries the full emotional weight of the promotional message. The loyalty card becomes incidental to the story and all the more persuasive for it. This is the creative logic that had come to define Intermarché's "Mieux Manger" platform, which translates roughly as helping the French eat a little better every day.
In France, where grocery retail is a fiercely competitive sector, Intermarché occupied a 14.4% market share as of the four weeks ending 19 March 2018, according to data cited by ESM Magazine, trailing category leaders Leclerc at 21.1% and Carrefour at 20.7%. Within that context, brand differentiation through emotional storytelling represented a deliberate strategic choice. "Je t'aime Trop" is the continuation of a creative lineage begun with the 2017 film "L'Amour," which introduced character-led narratives and French popular-song soundtracks as the signature devices of the platform. The campaign comprises a single film asset and is categorised within the Retail Services industry. Clapboard rates it 63 out of 100.
Intermarché operates in one of Europe's most concentrated grocery markets. France's food-and-grocery retail sector generated approximately 263.0 billion euros in sales in 2018, according to GlobalData, with the five largest retailers accounting for roughly 40% of that volume, also per GlobalData. Within that landscape, price-led communication is table stakes: Leclerc has long anchored its positioning on low-price leadership, and Carrefour competes aggressively across hypermarket and convenience formats. Intermarché's decision — developed with Romance — to invest in emotionally resonant narrative film rather than promotional mechanics is therefore a calculated act of differentiation.
The strategic insight animating "Je t'aime Trop" is deceptively simple. As reported by CB News journalist Amelle Nebia ahead of the film's release on 24 August 2018, the campaign centres on the widespread childhood belief that eating soup makes children grow taller. This folk conviction is the kind of intimate, culturally specific family truth that a national supermarket is uniquely positioned to own. Romance transforms it into the emotional engine of the loyalty card message: the parent who feeds their child soup every night is not merely following a routine but performing an act of love made possible by the Intermarché card.
This approach sits within Intermarché's broader "Aider les Français à manger un peu mieux tous les jours" platform, which the brand and Romance had already demonstrated could produce measurable market effects. That platform won Gold in the Distribution category at Effie France 2018, received the Special Prize for Impact of Creative Work at Effie France 2018, and earned the Grand Effie France 2018, as recorded by Effie France and reported by sources including effie.org and cbnews.fr. The 2018 back-to-school timing for "Je t'aime Trop" extended that platform logic into a high-purchase-intent window in the French retail calendar.
Director Rudi Rosenberg helmed "Je t'aime Trop" for production company Insurrection, as documented by packshotmag.com and cbnews.fr. Rosenberg's approach to the film prioritises observational restraint over sentimentality: the emotional charge accumulates through small, repeated domestic gestures rather than dramatic confrontation, a discipline consistent with Intermarché's established narrative register.
The creative team at Romance was led by executive creative director Alexandre Hervé, with copywriters Philippe Pinel and Virgile Lassalle and art director Vincent Boursaud shaping the script and visual language, per cbnews.fr. TV producer Emilie Talpaert oversaw production, while director of photography Damien Morisot — credited by packshotmag.com — gave the film its warm, interior quality. Post-production was handled by Mikros MPC, with head of post Fabrice Damolini, VFX post-producers Christophe Huchet and Pascal Giroux, and VFX supervisor Stéphane Pivron all contributing to the final image, as noted by packshotmag.com. Sound production was managed by THE, as reported by cbnews.fr.
The film's most distinctive creative element is its soundtrack. Romance selected "Je t'aime trop," a 1961 song performed by Les Chaussettes Noires and associated with Eddy Mitchell, as the campaign's musical spine, per danstapub.com and actusmediasandco.com. The choice is not incidental. In France, Les Chaussettes Noires occupy a specific register of cultural memory — youthful, optimistic, rooted in the early years of French rock and roll. Placing that sound within a contemporary family scene creates a subtle generational bridge: the love the parent feels for the child echoes the feeling the song itself encodes. It also reinforces the campaign's positioning as distinctly, specifically French — a quality that separates Intermarché's creative work from internationally templated retail advertising in the French market.
No verified performance data for "Je t'aime Trop" specifically is publicly available in terms of loyalty card sign-ups, film view counts, or sales uplift directly attributable to this campaign. However, YouGov's advertising-tracking analysis found positive audience reception for the film among French consumers, as noted by actusmediasandco.com, indicating that the emotional register of the work connected with its intended audience in France.
The structural case for the campaign's effectiveness rests on three observable foundations. First, the creative platform to which it belongs — Intermarché's "Mieux Manger" strategy — had already demonstrated commercial impact, winning the Grand Effie France 2018 as recognised by effie.org, a prize awarded specifically for campaigns that prove measurable business results. Second, the back-to-school timing in France aligns the film's loyalty card mechanic with a moment of peak consumer expenditure and heightened receptivity to family-oriented messaging. Third, the cultural specificity of the execution — the soup myth, the Les Chaussettes Noires soundtrack, the quietly domestic visual grammar — produces the kind of branded distinctiveness that sustains recall beyond the immediate campaign window.
Intermarché's market share reached 14.8% by December 2018, up from 14.4% earlier that year, according to ESM Magazine, a modest but directionally consistent gain made during the period in which the "Mieux Manger" platform, including "Je t'aime Trop," was active. Clapboard rates this campaign 63 out of 100, reflecting strong creative craft and cultural grounding offset by the single-asset scope and the absence of publicly documented performance metrics.
"Je t'aime Trop" is a 2018 French retail film created by Romance for Intermarché. Launched on 26 August 2018 during the back-to-school period, it promotes the supermarket's loyalty card through a family narrative built around the childhood belief that eating soup makes children grow taller, using a 1961 Les Chaussettes Noires song as its soundtrack.
Romance created "Je t'aime Trop" for Intermarché. The Paris-based agency developed the campaign under executive creative director Alexandre Hervé, with copywriters Philippe Pinel and Virgile Lassalle and art director Vincent Boursaud, as part of Intermarché's ongoing "Mieux Manger" brand platform, per cbnews.fr and packshotmag.com.
Rudi Rosenberg directed "Je t'aime Trop" for Intermarché. He worked with production company Insurrection and director of photography Damien Morisot. Post-production was completed by Mikros MPC, as documented by packshotmag.com and cbnews.fr. The film debuted in France in August 2018.
The film uses "Je t'aime trop," a 1961 song performed by Les Chaussettes Noires and associated with Eddy Mitchell, as reported by danstapub.com. Romance selected the track for its cultural resonance in France, where the song carries associations of youthful optimism that mirror the campaign's emotional narrative about parental love.
Intermarché won the Grand Effie France 2018, Gold in the Distribution category, and the Special Prize for Impact of Creative Work at Effie France 2018, as recorded by effie.org. These honours recognised the broader "Mieux Manger" platform, of which "Je t'aime Trop" formed a part, for measurable business and creative effectiveness in France.
"Je t'aime Trop" continues Intermarché's post-2017 "Mieux Manger" platform, which uses emotionally driven everyday family stories centred on food and French music. It follows the 2017 film "L'Amour," which established character-led narratives and popular-song soundtracks as the platform's signature devices, per actusmediasandco.com and danstapub.com. Both films were created by Romance.
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