Controversial ad campaign launched

Intermarché has launched a new advertising campaign for its "Terroirs" product line, which has sparked debate and controversy. The ad features a family meal that evokes 1970s French bourgeois life, including traditional dishes like roast pork, Dauphinois gratin, and a cheese platter.

Inspiration from French cinema

The ad draws inspiration from the 1974 film Vincent, François, Paul… et les autres by Claude Sautet and uses music from Dernier domicile connu (1970) by François de Roubaix. This nostalgic aesthetic has become a central element of the campaign's visual and auditory identity.

Criticism over idealized France

The ad has faced criticism for its portrayal of a bygone era, with some arguing it promotes a monolithic version of French identity. The setting—a long Sunday meal with bourgeois elements—has been interpreted by some as subtly political, with YouTube commenters expressing nostalgia for a "real France" and criticizing multiculturalism.

Focus on dining over agriculture

Critics argue that the ad highlights traditional French gastronomy but fails to showcase the agricultural landscapes or the people who cultivate them. The campaign focuses more on the act of dining rather than the production of food, leading to accusations that it prioritizes image over supporting real agricultural practices.

Political implications questioned

Some analysts, including Pascal Praud and Gilbert Collard, have suggested the ad may contain a subtle political message aligned with right-wing ideologies. Intermarché has denied these claims, stating the ad aims to evoke emotion rather than make political statements.

Lobbying against food policy

Intermarché has also been involved in lobbying against a proposed law that would provide a basket of 100 healthy foods at cost price in supermarkets. This measure was rejected by the center, right, and far-right in the Senate, raising questions about the company's stance on food accessibility and agricultural challenges in France.