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

“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.

The company, listed on the London Stock Exchange, has in recent days called the court commissioners to “call several Intermarche stores to discredit this display,” sector expert Olivier Dovers reported earlier on Thursday on his site “Le Consumer Web.”

“We condemn the practice of contraction”

Barter of arms occurs when supermarkets negotiate with their agro-industrial suppliers the terms of mass sale (purchase price, shelf space, promotional calendar, etc.) of the products sold in the supermarket. Coincidentally, a summary hearing by the Commercial Court was scheduled for January 31, the last day of these commercial negotiations, according to Intermarche.

“We condemn the practice of compression For several weeks now, before the start of the current negotiations,” commented Intermarche, which said it hoped that “this kind of campaign will allow the manufacturers concerned to show more transparency and moderation.” A few months ago, Intermarche already announced that the producer of Petit Marseilles soap ” “Fed” or criticized frozen products Findson for throwing “the cold shoulder” and price requests deemed unreasonable.

HB with AFP