A Widower Finds Solace in an Old Recipe, With Help From a French Grocer

Intermarche’s graceful look at remembering the dead through food

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Food is one of the most powerful ways we connect with loved ones—so it can be especially complicated when a loved one is gone.

A poignant new three-minute ad from French grocer Intermarche—celebrating its 50th anniversary—and agency Romance explores that dynamic, focusing on an elderly man who’s recently lost his wife. There’s still plenty of cause for joy in his life—music, sailing, a daughter’s wedding, a rich community of family and friends—but his partner’s absence is still deeply felt.

That

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