Intermarché launches vintage-style campaign for Terroirs range

Intermarché has launched a new advertising campaign titled ‘Ces dimanches-là’ to promote its ‘Terroirs’ product range, which focuses on French regional expertise. The advertisement, directed by Katia Lewkowicz from the agency Romance, utilizes a vintage aesthetic reminiscent of 1970s and 1980s French cinema, specifically citing the style of Claude Sautet.

The clip depicts a multi-generational family gathering at a seaside house, featuring period-specific details such as a Peugeot 304 with yellow headlights, checkered tablecloths, and traditional attire. The soundtrack features ‘Dernier domicile connu’ by François de Roubaix.

The campaign has sparked debate regarding its portrayal of French identity. While the company aims to evoke nostalgia for French culinary traditions, some critics have characterized the imagery as a politically charged representation of a bygone era.