Quick Summary
- 1The commune of Pavilly, located near Rouen, is actively seeking financial support from the retailer Intermarché to fund the restoration of a local chapel.
- 2The estimated cost for the renovation project is 2.4 million euros.
- 3To strengthen their request, local officials are highlighting a specific medieval legend involving a 'green wolf.' This historical narrative is being positioned as a precursor to Intermarché's current marketing iconography, specifically the 'vegetarian wolf.' By drawing this parallel between the ancient local folklore and the company's modern branding, Pavilly hopes to secure the necessary funding for the significant restoration work.
- 4The strategy relies on connecting the retailer's contemporary identity with the region's cultural heritage.
Quick Summary
The commune of Pavilly, situated near Rouen, has initiated a request for financial assistance from the retailer Intermarché. The funds are intended to support the restoration of a local chapel, a project with a total estimated cost of 2.4 million euros.
In an effort to appeal to the company, local authorities are referencing a specific medieval legend. This folklore features a 'green wolf,' which they suggest serves as a historical ancestor to Intermarché's current marketing symbol, the 'vegetarian wolf.' The commune is leveraging this connection to justify the request for sponsorship.
Historical Connection to Modern Branding
The commune of Pavilly is utilizing a unique strategy to secure funding for a local heritage project. Officials are drawing a direct line between a regional medieval legend and the current branding of the retailer Intermarché. The legend in question centers on a 'green wolf,' a figure from local folklore that the commune identifies as a Norman ancestor to the company's modern mascot.
By highlighting this historical narrative, Pavilly aims to establish a meaningful link between the retailer's identity and the region's culture. The 'vegetarian wolf' used in Intermarché's advertising campaigns serves as the focal point of this comparison. The commune believes this shared symbolism creates a compelling reason for the retailer to invest in the area's heritage.
The Chapel Restoration Project
The primary objective of the financial request is the restoration of the Pavilly chapel. This is a significant undertaking, with the total cost of the renovation works estimated at 2.4 million euros. The project represents a major investment in preserving local history and architecture.
The commune is looking to the private sector to help bridge the funding gap for this substantial project. By targeting a specific company with a perceived connection to the site's history, Pavilly is attempting a creative approach to public-private partnership for heritage conservation.
Strategic Appeal for Funding
The request directed at Intermarché is more than a standard appeal for corporate sponsorship. It is a calculated move based on shared iconography. The commune of Pavilly is effectively arguing that the retailer has a vested interest in the preservation of a story that mirrors its own brand identity.
This approach highlights how local governments are increasingly thinking creatively about funding sources for cultural projects. By aligning a specific need—the 2.4 million euro chapel restoration—with a company's marketing assets, Pavilly hopes to present an irresistible opportunity for the retailer to support a community that celebrates its brand legacy.
Frequently Asked Questions
Pavilly is requesting funding for a chapel restoration project worth 2.4 million euros, citing a medieval 'green wolf' legend as a historical link to Intermarché's 'vegetarian wolf' branding.
The restoration project for the chapel in Pavilly is evaluated at 2.4 million euros.
