Following the continued expansion of the Partenaire Intermarché network in Lebanon, Athos launched a nationwide outdoor advertising campaign aimed at increasing awareness and recognition of Intermarché brands among Lebanese consumers.
The campaign marked a new phase in Athos’ strategy, focused on bringing the Intermarché brand portfolio closer to consumers and strengthening the visibility of the Partenaire Intermarché concept across Lebanon.
Putting Intermarché Brands in the Spotlight
The outdoor campaign, which ran across key locations in Lebanon, placed Intermarché’s exclusive brands at the center of its communication.
Under the message “Une marque Intermarché”, individual brands and product categories were highlighted, supported by the statement “En exclusivité dans tous les magasins Partenaire Intermarché.”
The campaign aimed to help consumers identify brands such as Labell, Apta, Chabrior and others as part of the Intermarché portfolio, which spans food, household products, personal care and everyday essentials.
The outdoor visuals featured simple, product-focused designs, creating a direct connection between each featured brand, Intermarché and the Partenaire Intermarché stores where these products are exclusively available in Lebanon.
The Partenaire Intermarché Network in Lebanon
The Partenaire Intermarché network in Lebanon brings together four established Lebanese retailers:
- Metro Market Partenaire Intermarché
- Promarché Partenaire Intermarché
- Hachem Superstore Partenaire Intermarché
- Khoury Shopping Center Partenaire Intermarché
Each Partenaire operates under the common Partenaire Intermarché store identity and design standards provided by Intermarché, while incorporating selected elements of its own established identity. This creates a consistent and recognizable shopping environment while allowing each retailer to retain its local identity and connection with its customers.
Through this model, the Partenaires share access to Intermarché’s exclusive brand portfolio and retail expertise while continuing to build on their individual presence and established customer relationships in the Lebanese market.
Extending the Campaign In-Store
To complement the nationwide outdoor campaign, Athos worked with its Partenaires to reinforce the initiative at the point of sale.
The initiative encouraged in-store activities such as dedicated Intermarché displays in prime locations, enhanced shelf visibility through point-of-sale materials, product tastings, sampling activities and other customer engagement initiatives.
By combining outdoor communication with in-store activation, the campaign aimed to create a natural link between brand awareness and the shopping experience, encouraging consumers to discover and experience Intermarché brands at their nearest Partenaire Intermarché store.
Building for the Long Term
The campaign reflected Athos’ long-term approach to strengthening the Partenaire Intermarché concept in the Lebanese market by combining a common and recognizable retail identity with the established presence and local knowledge of its Partenaires.
Following the expansion of the network, this initiative placed the products themselves in the spotlight, with the objective of making the wide range of Intermarché brands increasingly familiar to Lebanese consumers.
Through nationwide communication and collaboration with its Partenaires, Athos reinforced its commitment to building a stronger connection between Intermarché brands and consumers across Lebanon.