Systeme U
First ATL campaign for national supermarket chain, Super U.
I've led the creative for 3 years on System U.
Everyone in France knows the radio jingle, when you're on vacation in France you'll go to Super U shops because they're just there, but at the end of the day, the U chain is just like any old supermarket. Almost... this franchisee owned chain has a couple of unique features. Each store is allowed to sell it's own selection of regional products for the local population (if it's an area where Brits have holiday homes, most likely you'll find more Marmite, Marmalade and McVities than anywhere else).
Basically, they go a little further than an ordinary supermarket would bother to go. Customer centric above all...
At U, we know you, and that's how we gave fresh meaning to the "New retailers" concept J.M.Dru (of BDDP & TBWA fame) had created for U in the early 90's. We created the "U-commerce" concept, a new approach to mass retail, with real client knowledge at the heart.
A simple claim, a new approach and a new visual identity to really underline the difference; short low cost TV spots, as close as possible to the real concerns of real people, a corporate campaign that puts people before prices,
and new editorial guidelines for weekly catalogues that design special offers around customers, not the other way round. That's U commerce.
