French Grocer’s New Spot Offers Helpful Tip for US Marketers: It’s Time to Move On

Coronavirus messages had their time and place, but consumers are focusing on the future

a guest knocking ona door
Intermarché's spot shows a series of doors, the last one with something people haven't seen in a while: a visitor. Romance Agency

Last week, the grocery chain Intermarché released a new ad via agency Romance. You won’t be seeing much of it stateside, since the company’s supermarkets are all in France. But its artful 60 seconds spotlight an approach that American brands might want to consider as they continue to tweak their Covid-era messaging: Keep it simple and start looking ahead.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.