Media Dietetics
Intermarche × Netto × Zenith × Cutz
An environmental impact at the scale of
the Groupement Les Mousquetaires
What began as an experiment has become an industrial standard applied to more than 1 billion impressions.
Optimized videos
473
100% of VOL production
Intermarché & Netto over 3 years
Weight reduction
88%
average across video assets
With no compromise on perceived visual quality (AI)
Data saved
14,7
≈ 1.4 M hours of HD streaming
≈ 195 years of non-stop HD streaming avoided
CO2 avoided
753T
≈ the annual absorption of a 30,000-tree forest
From experiment to industrial standard: the birth of
"Media Dietetics"
The Groupement Mousquetaires 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 Groupement introduced « Media Dietetics »: eliminating « digital calories », invisible pixels and metadata, without altering the emotion.
4,4 % de l’empreinte carbone nationale, autant que les poids lourds (ADEME-Arcep 2022)
Context
In France, digital technology emits 29.5 million tonnes of CO₂ equivalent per year, 80% of which is linked to video.
Drawing on its unique Producer & Retailer model, the Groupement Mousquetaires chose to transpose its fight for « product quality » to advertising data. Driven by a joint reflection with its media agency Zenith, the Groupement Mousquetaires no longer simply « tests » eco-design, it industrializes it.
Problem
Moving beyond one-off « Test & Learn »
- The impact of scale: at the scale of a billion impressions, every superfluous kilobyte becomes a source of massive pollution.
The inefficiency of silos: isolated or one-off CSR initiatives are not enough to achieve a meaningful decarbonization trajectory.
The creative dilemma: the fear that reducing file size would degrade the visual quality and emotional impact of the campaigns.
The objective: industrializing frugality
Standardizing governance
Turning carbon reduction into a contractual, systematic standard through Cutz technology, natively integrated into Zenith’s workflow.
Reconciling Creativity and CSR
Proving that high creative standards can be reconciled with a massive reduction in carbon footprint. No longer having to choose between emotion and frugality.
Sustaining performance
Ensuring the full preservation of media performance (Viewability, VTR) and user experience. Frugality as a lever for industrial efficiency.
The technology
A frugal algorithm on a « green by design » platform
Eliminating « Digital Calories »: systematic removal of unnecessary metadata, redundant pixels, and layers of data invisible to the human eye.
AI quality control (VMAF > 95): every video certified by algorithmic audit. The emotion of the major films (« Le Loup, » « Gabriel »…) preserved, minus the weight.
Omnipresence: a standard applied across all media touchpoints, for both Intermarché and Netto.
The frugality standard
A « standard governance » to certify frugality
The industrialization of « Producing Better »
Framework, mechanisms and execution
The innovation lies not only in the algorithm, but in the contract. Driven by a joint reflection with its media agency Zenith, the Groupement Mousquetaires turned CSR intent into an operational obligation. Frugality is not a passive default, but an active protocol integrated into the media agency’s workflow through Cutz technology.
The validation gateway
Each video asset (Master) is submitted to the Cutz platform for transformation. The agency then downloads exclusively the « Eco-Responsible » certified versions for publishing.
Zero waste at the source
This process ensures that no « heavy » (unoptimized) asset can enter the distribution chain, guaranteeing fully controlled, 100% compliance.
Proof through performance: CSR in the service of attention
Frugality is not a sacrifice in performance, it is an optimization of access to emotion.
Upholding standards
The Intermarché and Netto campaigns maintain their high media standards. The reduction in weight guarantees optimal visibility: the ad is seen immediately, even under poor connection conditions.
Loading ×10 faster
Loading time divided by 10 in 4G/ADSL areas, ensuring that the Intermarché or Netto message reaches its target instantly, where other ads stall under their own weight.
Universality of the model
Effectiveness validated across the entire mix, from premium brand sagas to high-frequency promotional formats.
- Emotion (quality preserved)
- Ecology (massive CO₂ reduction)
- Economy (optimization of resources and attention)
The Groupement Mousquetaires doesn’t follow tomorrow’s standards — it sets them today.
The "Digital-Score"
Media Dietetics as a new creative paradigm
From Nutri-Score to Digital-Score: one and the same revolution
The Groupement Mousquetaires transformed consumption by hunting down the unnecessary in its products (sugar, additives) to improve their Nutri-Score. With Zenith and Cutz, this philosophy is transposed to advertising data.
« Media Dietetics » means « cooking » the images to remove the « digital calories », those invisible pixels and metadata that weigh campaigns down without feeding the emotion. The Digital-Score becomes the natural extension of food transparency, from the shelves all the way to the screens.
Frugality as a cross-cutting standard
Innovation is not a luxury reserved for prestige « showcase » films. Driven by Zenith, the Groupement established this standard across its entire media mix. This protocol applies with the same rigor to Intermarché’s major brand sagas (« Le Loup, » « Gabriel ») as to Netto’s weekly promotional videos. Ecological performance becomes a new, universal professional reflex, ensuring CSR consistency across every touchpoint.
Technology as a catalyst for emotion
Digital frugality is no longer a constraint, it offers a purer ground for creativity. By radically lightening advertising assets, we ensure smooth delivery and instant loading. This optimization respects the user’s attention and fully preserves the emotional impact of the films, thanks to certified visual quality (VMAF > 95).
A winning industrial triptych
We don’t sell video compression. We guarantee Intermarché and Netto that they can feed the French with digital messages that don’t weigh on the planet.
Results: the impact of the "Industrial Hummingbird"
When frugality becomes a driver of media performance (2023–2025)
Timeline
From experiment to industrialization, 3 years of progressive rollout
From a pilot initiative to an industrial standard applied across the entire media mix of the Groupement Mousquetaires.
2023
Launch
Launch of the joint Intermarché × Zenith reflection. First tests of Cutz technology on Intermarché’s assets.
2024
Standardization
Extension to Netto.
Introduction of the « Frugality Gateway »: 100% of assets pass through Cutz. Governance standard established.
2025
Industrialization
Full-scale operational model. 1 billion+ impressions. 753 t CO₂ avoided. Standard validated across all audience touchpoints.
A « Tech-Ethicist » stance: we are not service providers — we are the guarantors of advertising that respects both attention 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.
Testez Cutz sur vos prochaines productions.
