Intermarché ends the Photomaton project with the iconic wolf

Intermarché, famous for its innovative marketing initiatives, recently decided to abandon its Photomaton project involving the wolf from its advertising campaign. This turnaround results from concerns about the use of artificial intelligence, a choice that elicits as much disappointment as understanding among its customers. Discover why this decision was made and what the brand plans to do to meet the expectations of its fans.

The 3 key points not to miss

• Intermarché cancels the Photomaton project due to the use of artificial intelligence, deemed inconsistent with their previous message.
• The advertisement featuring the wolf went viral, prompting the creation of plush toys that will be donated to charitable organizations.
• Scams and counterfeit wolf plush toys have already started circulating, alerting consumers.

Review of the unloved wolf advertisement

Unveiled on December 6, 2025, Intermarché’s advertisement featuring a touching wolf quickly captured the public’s attention. Its rapid popularity spread well beyond French borders, creating unexpected demand for derivative products.

This campaign was widely appreciated for its authentic approach, without resorting to artificial intelligence, and was designed by Illogic Studios, a renowned animation company based in Montpellier. This choice was praised at a time when the use of AI is becoming widespread in the industry.

A controversial Photomaton project

In response to the enthusiasm generated by the wolf, Intermarché had considered installing Photomaton booths in its stores, allowing customers to take pictures with the animal. This concept, developed in collaboration with Me Group, incorporated elements of artificial intelligence enabling digital interactions with the wolf.

However, this initiative was quickly criticized for its inconsistency with the initial message of the advertising campaign, leading the brand to cancel the project. Intermarché sought to clarify its position by affirming its commitment to coherent and transparent communication.

Plush toys for a noble cause

To ease the disappointment of the fans of the unloved wolf, Intermarché announced the creation of plush toys in its likeness. These toys will be distributed to associations working for hospitalized children, adding a charitable dimension to the initiative.

However, the production of these plush toys in France and Europe requires time, and they will only be available in 2026. Despite this, Intermarché warns against counterfeits and scams that have already started circulating.

Intermarché: a journey marked by innovation

Founded in 1969, Intermarché is a French brand of the Les Mousquetaires group, known for its bold marketing strategies and commitments to social causes. Over the years, the company has distinguished itself by its ability to innovate while remaining true to its values.

With a strong presence in France and several European countries, Intermarché continues to play a central role in the retail landscape, constantly seeking to balance consumer expectations with responsible and sustainable practices.

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