At a time when artificial intelligence is playing an increasingly significant role in content creation, and where debates around identity and consumption patterns are multiplying, Intermarché's Christmas advertisement stands out as a particularly interesting communication object to analyse. Through the story of a wolf who decides to become vegetarian in order to better integrate into animal society, the brand offers much more than just a simple end-of-year tale: it is part of a coherent brand strategy built over the long term.
But what is the real message of this advertisement? Is Intermarché trying to promote a dietary transition, or is it something else? To answer these questions, it is essential to place this campaign within the overall evolution of the brand's communication.
A Christmas tale serving a universal message
The advertisement opens with a Christmas meal, during which a little boy receives a wolf as a gift. Scared of this animal, he is reassured by a story told by an adult: that of the first wolf who had no friends. The viewer then follows the journey of this solitary wolf, seeking to be accepted by the other animals in the forest.
To achieve this, the wolf makes a personal choice: to learn to cook fruits and vegetables, and thus offer a vegetarian dish at the Christmas meal. The narration emphasises learning, the time spent in the kitchen, and the pleasure of preparing a meal for others. Vegetarianism is not presented as an injunction, but as an individual decision serving social connection.
Intermarché facing its competitors: the choice of emotion
Historically, large retail has often highlighted the argument of price. Brands like Leclerc or Lidl have built their communication around a very rational discourse, focused on purchasing power. Intermarché, without ever denying the importance of attractive prices, has gradually made a different choice: sharing emotion.
If we observe the brand's campaigns between 2015 and 2017, a clear evolution can be seen. In 2015, the advertisements feature 'competitors' and highlight products designed according to customer needs. The message is then pragmatic, centred on proximity and listening, with little emotional charge.
In 2016, a new turning point occurs with a marked emphasis on producers and product quality. The brand begins to tell stories, while remaining rooted in values of transparency and authenticity.
2017: the emergence of a true brand platform
The year 2017 marks a key moment in Intermarché's communication. The brand clearly asserts an ideology: to help consumers eat better, cook better, and enjoy it. The advertisement 'Love, Love' is a founding example. It tells the story of a young adult who decides to improve their diet out of love, thus transforming their daily life.
From there, Intermarché multiplies long formats, often akin to short films, with durations of up to three minutes. We find varied stories: a child learning to love soup, a colleague who cooks every evening for others, an elderly person rediscovering cooking as a way to revive memories, or a child concerned about Santa Claus's well-being.
In all these stories, the common denominator is clear: cooking as a vector of pleasure, sharing, and social connection.
A strong coherence in the 'Christmas Tale' advertisement
The Christmas advertisement featuring the wolf fits perfectly into this continuity. It showcases the pillars of Intermarché's brand platform:
the time dedicated to cooking,
the passing down of knowledge,
the pleasure of good food,
and emotion as a narrative driver.
Contrary to some interpretations, the message is not about abandoning meat or imposing a dietary norm. It is primarily a story about learning, adapting, and the joy of cooking for others. The wolf's dietary change is a narrative device, not an ideological end.
An advertisement that marks its time
If this advertisement has generated so much discussion, it is also because it recalls the great British Christmas campaigns, known for their spectacular and emotionally charged animated films. In a context where many creations rely on artificial intelligence, the choice of a human animation studio reinforces the sincerity and emotional quality of the message.
As with many brand advertisements, the goal is not to sell a specific product, but to associate strong values with a brand. Here, everything relies on execution, storytelling, and the ability to evoke the right emotion.
Conclusion: a successful advertisement, true to the DNA of Intermarché
Intermarché's Christmas advertisement is part of a communication strategy built over several years. It takes up the codes that have made the brand successful: simple, human, emotional stories that are deeply rooted in everyday life.
It reminds us that eating well is not just about what we put on our plates, but also about the pleasure of cooking, sharing, and taking time. In this sense, this campaign is perfectly aligned with the brand's DNA and with contemporary consumer expectations.
It is a controlled, coherent, and sincere advertisement, which once again demonstrates that emotion remains one of the most powerful levers of brand communication.