Intermarche Proves Its Fresh Orange Juice is the Freshest
Laura McQuarrie — July 2, 2015 — Lifestyle
References: intermarche & creativecriminals
Claims of peak freshness are commonly found on the front of juice bottles, but French supermarket Intermarché sought to set its fresh orange juice apart.
The grocery store chain did this by creating the "freshest fresh orange juice brand," by using labels that detail exactly when the oranges were pressed and bottled in-store. To make sure that the freshest orange juice bottles flew off the shelves first, the store only pressed new oranges for juice when there was a demand.
Timestamped labels can usually be found on freshly prepared items in a store such as sushi, meat and cheese, but this branding campaign amplifies this element. As well as assuring shoppers that they will be supplied with a drink that's just been made, at the same time, these efforts lightly poke fun at other competitors who claim to have the freshest orange juice around.
The grocery store chain did this by creating the "freshest fresh orange juice brand," by using labels that detail exactly when the oranges were pressed and bottled in-store. To make sure that the freshest orange juice bottles flew off the shelves first, the store only pressed new oranges for juice when there was a demand.
Timestamped labels can usually be found on freshly prepared items in a store such as sushi, meat and cheese, but this branding campaign amplifies this element. As well as assuring shoppers that they will be supplied with a drink that's just been made, at the same time, these efforts lightly poke fun at other competitors who claim to have the freshest orange juice around.
Trend Themes
1. Timestamped Labels - Implementing timestamped labels on products to showcase the freshness of the product.
2. In-store Freshness - Highlighting the ability to freshly prepare products in-store as a competitive advantage.
3. Transparency in Labeling - Increasing transparency in labeling by providing detailed information on when products were prepared or made.
Industry Implications
1. Grocery Retail - Grocery stores can differentiate themselves by highlighting the ability to prepare and label their products as being the freshest.
2. Food and Beverage - Companies within the food and beverage industry can increase transparency in labeling to showcase the freshness of their products.
3. Packaging - Packaging companies can offer new solutions for timestamped labeling to meet the increasing demand for transparency in labeling.
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