Media Dietetics
Intermarche × Netto × Zenith × Cutz
An environmental impact on the scale of the
Les Mousquetaires Group
What began as an experiment has become an industry standard applied to more than 1 billion prints.
Optimized videos
473
100% of VOL production
Intermarché & Netto over 3 years
Weight reduction
88%
video assets
Without compromising visual quality (AI)
Data saved
14,7
≈ 1.4 million hours of HD streaming
≈ 195 years of nonstop HD streaming avoided
CO2 avoided
753T
≈ the annual carbon absorption of a forest with 30,000 trees
From experimentation to industry standard: the birth of
“Diététique média”
The Mousquetaires Group eliminated
14,700,000 GB of “digital calories”
without sacrificing a single emotion
After removing unnecessary additives from its recipes to improve the Nutri-Score, the Group is introducing “Media Nutrition”: eliminating “digital calories” – pixels and invisible metadata – without affecting the emotional appeal.
4.4% of the national carbon footprint, as much as heavy-duty trucks (ADEME-Arcep 2022)
The context
In France, the digital sector emits 29.5 million metric tons of CO2 equivalent per year, 80% of which is attributable to video.
Building on its unique “Producer & Retailer” model, the Groupement Mousquetaires has chosen to extend its commitment to “product quality” to advertising data. Driven by a collaborative effort with its media agency, Zenith, the Groupement Mousquetaires is no longer content to simply “test” eco-design, it is now scaling it up.
The problem
Moving beyond one-off “Test & Learn”
- The impact of volume: on a scale of one billion impressions, even a single unnecessary kilobyte becomes a massive source of pollution.
- The Ineffectiveness of Silos: Isolated or One-Off CSR Initiatives Do Not Enable a Significant Decarbonization Pathway.
The creative dilemma: the fear that reducing the length of the campaigns will compromise their visual quality and emotional impact.
The goal: to industrialize frugality
Standardiser la gouvernance
Transformer la réduction carbone en une norme contractuelle et systématique via la technologie Cutz, intégrée nativement dans le workflow de Zenith.
Reconciling Creativity and CSR
To demonstrate that it is possible to reconcile high creative standards with a massive reduction in the carbon footprint. No longer having to choose between emotion and restraint.
Sustaining Performance
Ensure that media performance (viewability, VTR) and the user experience are fully maintained. Frugality as a driver of industrial efficiency.
The technology
A frugal algorithm on a “green by design” platform
Removal of “digital calories”: systematic elimination of unnecessary metadata, redundant pixels, and data layers invisible to the naked eye.
AI Quality Control (VMAF > 95): Every video is certified through algorithmic auditing. The emotional impact of great films (“Le Loup,” “Gabriel,” etc.) is preserved, without the bulk.
Widespread Presence: A standard applied across all media channels for both Intermarché and Netto.
The frugality standard
A “standard governance” to certify frugality
The industrialization of “Producing Better”
Framework, mechanisms and execution
Innovation lies not only in the algorithm, but in the contract. Driven by a collaborative effort with its media agency, Zenith, the Groupement Mousquetaires has transformed its CSR commitment into an operational requirement. Simplicity is not a passive process, but an active protocol integrated into the media agency’s workflow via Cutz technology.
The validation checkpoint
Each video asset (Master) is submitted to the Cutz platform for processing. The agency then downloads only the versions certified as “eco-friendly” for online publication.
Zero waste at the source
This process ensures that no “bloated” (unoptimized) assets can be introduced into the distribution chain, guaranteeing 100% controlled compliance.
Proof through performance: CSR in the service of attention
Simplicity does not mean sacrificing performance; it means optimizing access to emotion.
Maintaining standards
The Intermarché and Netto campaigns maintain their high media standards. The reduced file size ensures optimal visibility: the ad is seen immediately, even under poor connection conditions.
Loading ×10 faster
Loading times reduced by a factor of 10 in 4G/ADSL areas, ensuring that messages from Intermarché or Netto reach their target audience instantly, while other ads get bogged down by their own size.
Universality of the model
Proven effectiveness across the entire media mix, from premium brand campaigns to high-frequency promotional formats.
- Emotion (quality preserved)
- Ecology (massive CO2 reduction)
- Economy (optimization of resources and attention)
The Mousquetaires Group doesn’t just follow the standards of tomorrow, it sets them today.
The "Digital-Score"
Media nutrition as a new creative paradigm
From Nutri-Score to Digital-Score: the same revolution
The Mousquetaires Group has transformed consumer habits by eliminating unnecessary ingredients from its products (sugar, additives) to improve their Nutri-Score. With Zenith and Cutz, this philosophy is being applied to advertising data.
“Media Nutrition” involves “cooking” images to remove their “digital calories”, those invisible pixels and metadata that weigh down campaigns without fueling emotion. The Digital-score becomes the natural extension of food transparency, from store shelves to screens.
Frugality as a cross-cutting standard
Innovation is not a luxury reserved for high-profile “showcase” films. Under Zenith’s leadership, the Group has implemented this standard across its entire media mix. This protocol is applied with the same rigor to Intermarché’s major brand campaigns (“Le Loup,” “Gabriel”) as to Netto’s weekly promotional videos. Environmental performance is becoming a new, universal industry standard, ensuring CSR consistency across all touchpoints.
Technology as a catalyst for emotion
Digital frugality is no longer a constraint; it provides a purer canvas for creativity. By radically streamlining advertising assets, we ensure seamless playback and instant loading. This optimization respects the user’s attention and fully preserves the emotional impact of the videos thanks to certified visual quality (VMAF > 95).
A winning industrial trilogy
We don’t sell video compression. We guarantee Intermarché and Netto that they can provide food to the French people through digital messages that don’t burden the planet.
Results: the impact of the "Industrial Hummingbird"
When simplicity becomes a driver of media performance (2023–2025)
Timeline
From experimentation to industrialization, 3 years of phased rollout
From a pilot initiative to an industry standard applied across the entire media mix of the Groupement Mousquetaires.
2023
Launch
Launch of the Intermarché x Zenith collaborative initiative. Initial testing of Cutz technology on Intermarché assets.
2024
Standardization
Expansion to Netto.
Introduction of the “Frugality Chamber”: 100% of assets go through Cutz. Governance standard established.
2025
Industrialization
Full-scale operational model. Over 1 billion impressions. 753 metric tons of CO₂ avoided. Standard validated across all major audience platforms.
The “Tech-Ethicist” Approach: We are not service providers; we are the guardians of advertising that respects both the audience and the environment.
Reduce the weight of your videos, not their quality.
Cutz is the AI video encoding technology that makes your files lighter with no compromise on visual quality. Broadcast lighter, stream faster, and weigh less on your infrastructure and on the planet.
Test Cutz on your next productions.
Free trial.
20 videos or 30 min of encoding. Broadcast compliance verified, visual quality score, CSR data for your client reporting, no commitment.
