Intermarche and Romance Toast Unchanging Family Sundays in a 1970s-Style Film
Updated: 6 days ago
TL;DR: Intermarche and agency Romance have launched 'Ces dimanches-la', a nostalgia-steeped film promoting the retailer's French-origin 'Terroirs' range.
A Sunday that never changes
Intermarche and agency Romance have launched a campaign for Terroirs, the retailer's French-origin, local-quality private-label line introduced in March 2025, according to CB News and Creapills. The hero film, 'Ces dimanches-la' ('Those Sundays'), is directed by Katia Lewkowicz through production house Grand Bazar.
The film evokes 1970s France and the warmth of a family lunch in the style of director Claude Sautet, landing on the line: 'There are things that change, others don't. And that's just as well.' The soundtrack borrows Francois de Roubaix's score from 'Dernier domicile connu', and the campaign runs in 85, 45 and 30-second cuts plus press and social, with media by Zenith.
Provenance dressed as memory
French grocers are leaning hard on nostalgia and local origin to justify quality and price while shoppers stay cost-conscious. Rather than shout about discounts, Intermarche wraps its private label in emotional provenance storytelling, positioning Terroirs as part of an unchanging, reassuring ritual.
It is a deliberate repositioning of own-brand away from the usual price-first pitch and toward something closer to heritage and belonging.
Marketing Minute's read
Emotion-first provenance works because memory is persuasive in a way a percentage never is. But a feeling is fragile if the facts behind it do not hold. A beautiful film buys attention; only real sourcing keeps the trust it earns.
What retailers should do
Pair origin ranges with high-craft films that make shoppers feel the story, but back the nostalgia with concrete, checkable sourcing proof. The emotional hook brings people in; the evidence is what stops a sceptical consumer dismissing it as mere marketing gloss.
Quick FAQ
What is Intermarche's Terroirs range?
Terroirs is Intermarche's French-origin, local-quality private-label line, launched in March 2025 and now promoted with the nostalgic film 'Ces dimanches-la'.
Who made the Intermarche 'Ces dimanches-la' film?
The film was created by agency Romance and directed by Katia Lewkowicz through production house Grand Bazar, with media handled by Zenith.
Selling provenance works best when you make people feel the memory, not just read the label. A Sunday lunch that looks like 1975 does more for a local-origin range than any percentage on a pack. The catch is that emotion buys attention, but only verifiable sourcing keeps the trust it wins. - Daniel Nikolla, Founder of Merx Marketing
Wrap origin ranges in craft and feeling, but always back the nostalgia with sourcing proof that a sceptical shopper can actually check.
Does a nostalgic film make you trust a supermarket's own-brand more, or do you still want the sourcing facts?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, Creapills.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
