Analysis: Intermarché delivers most effective French ad ever
December 15, 2025
The new Christmas advert from Intermarché, the French supermarket chain, has achieved an ‘exceptional’ 5.0 Stars with leading creative effectiveness platform System1 – the highest score for a French advert since testing began.
System1’s Star Rating measures an advert’s long-term brand-building potential based on the audience’s emotional response, with a score of 5.0 or above considered ‘exceptional’. The average score for French television is 2.4 Stars.
The creative tells the story of a lonely wolf who turns vegetarian to win the friendship of the other woodland animals. The creative combines storytelling, comedy, and characterisation to evoke happiness in its audience.
Jon Evans, Chief Customer Officer at System1, commented: “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. 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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