“I loved Knorr”, “Magnum meant big”… a campaign handed over to Intermarche as offensive.

Advertisement – Wanted to condemn supermarket food giant Unilever’s practice of “shrinking” some of its brands.

“I loved Knorr”, “Before Magnum it meant big” or even a carte d’or ice cream that “doesn’t go behind the spoon”… Agri-food and food products Hygiene Unilever (brands) giants Knorr, Amora, X or Carte d’Or) has filed a summons against Intermarche for deeming the poster campaign offensive. “We received a surprising subpoena from Unilever,” responded a third French food distributor, confirming L’Informé’s information.

Intermarche, noting that the approach is “from a timetable point of view, part of the domestic row of business negotiations”, saying it “can imagine that this is a very clumsy attempt at destabilization”.

Advertising slogans

Unilever is fighting a communications campaign by Mousquetaires/Intermarché, which hijacked advertising slogans associated with some of the brands in its portfolio to criticize cases of “redflation” or “shrinkage” when asking for excessively high prices or reducing product quantities. For unchanged or higher price.

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