Intermarche's "Unloved Wolf" Delivers Most Effective French Advert Ever

Dec. 15, 2025

French supermarket chain Intermarché’s new Christmas creative has achieved an exceptional 5.0 Stars with leading creative effectiveness platform System1 – the highest score for a French advert since testing began.  

System1’s Star Rating measures an advert’s long-term brand-building potential based on the audience’s emotional response, with a score of 5.0 or above considered “exceptional”. The average score for French television is 2.4 Stars.  

The creative, which tells the story of a lonely wolf who turns vegetarian to win the friendship of the other woodland animals, is the first French advert to score a 5-Star result with System1. The creative combines storytelling, comedy, and characterisation to evoke happiness in its audience.  

Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, said:

"The success of Intermarché’s latest festive ad is a masterful testament to the brand-building power of storytelling. What opens as a typical Christmas creative, with enticing food imagery and family celebrations, is cleverly transformed into a unique and heartwarming narrative. While many supermarket brands use festive ads as an opportunity to boost short-term sales, Intermarché has gone a step further, creating a memorable commercial that will help drive sales and positive brand sentiment long beyond the holiday season."