Intermarché Christmas ad earns top System1 rating
French supermarket chain Intermarché has secured a 5.0 Star score from creative effectiveness platform System1 for its Christmas advertising campaign, marking the highest rating achieved by a French television advert since System1 began testing in the market.
System1’s Star Rating assesses long-term brand-building potential based on viewers’ emotional responses. A score of 5.0 Stars or higher is classified as exceptional, compared with an average score of 2.4 Stars for French television advertising.
Exceptional System1 score highlights brand impact
The campaign tells the story of a solitary wolf who adopts a vegetarian diet in order to befriend other woodland animals. It is the first French advert to reach the 5-Star threshold on the System1 scale. The narrative approach uses humour, storytelling and character development to generate feelings of happiness among viewers.
According to System1, these emotional responses are closely linked to long-term brand growth rather than short-term sales effects.
Storytelling approach differentiates festive advertising
Jon Evans, Chief Customer Officer, System1: "The success of Intermarché's latest festive ad is a masterful testament to the brand-building power of storytelling. What opens as a typical Christmas creative, with enticing food imagery and family celebrations, is cleverly transformed into a unique and heartwarming narrative."
Jon Evans: "While many supermarket brands use festive ads as an opportunity to boost short-term sales, Intermarché has gone a step further, creating a memorable commercial that will help drive sales and positive brand sentiment long beyond the holiday season."
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