# Intermarché commercial and advertising controversy > Live situation record from CLSTR: https://clstr.news/situations/intermarch-commercial-and-advertising-controversy > Updated: 2026-10-07T11:04:29.000Z. Sources: 4. Developments: 2. The French supermarket chain Intermarché is navigating commercial shifts alongside public debate regarding its marketing strategies. The retailer initiated a major price reduction campaign, investing over 100 million euros to lower costs on up to 5,000 products by as much as 15%. This effort includes a promotion of 100,000 fuel gift cards via its mobile application to address inflation concerns. Parallel to these pricing measures, Intermarché’s advertising has drawn scrutiny. One campaign featuring the slogan ‘On s’en fout, on s’en fout pas’ faced criticism from those labeling it “conservative propaganda,” leading to social media boycott calls. Additionally, a vintage-style campaign for the ‘Terroirs’ range, titled ‘Ces dimanches-là,’ has sparked debate over its portrayal of French identity. While the company intended to evoke nostalgia for regional culinary traditions through a 1970s and 1980s cinematic aesthetic, some critics have characterized the imagery as a “politically charged representation of a bygone era.” ## Timeline ### 2026-10-07: Intermarché launches vintage-style campaign for Terroirs range Intermarché’s new ‘Terroirs’ ad campaign, featuring a nostalgic 1970s-80s French family setting, has sparked debate over its vintage aesthetic and cultural representation. 2 sources. https://clstr.news/cluster/intermarch-launches-vintage-style-campaign-for-terroirs-range ### 2026-10-07: Intermarché launches price cuts amid advertising controversy Intermarché is launching a 100 million euro price reduction campaign in France while simultaneously facing backlash over an advertising campaign accused of being politically charged. 2 sources. https://clstr.news/cluster/intermarch-launches-price-cuts-amid-advertising-controversy --- Cite as: Intermarché commercial and advertising controversy. CLSTR, https://clstr.news/situations/intermarch-commercial-and-advertising-controversy