Carrefour reinforces its commitment to the food transition with the second stage of “Act for Food”

Jane Anderson
Jane Anderson
Niña pequeña comiendo

The supermarket chain Carrefour launched the program in 2018 Act for Food, a commitment to promote the food transition and bring it closer to consumers. After six years, the company has relaunched its mission and established a new series of objectives with which to democratize access to a healthier and more responsible eating.

The first stage focused on safety and transparency of production

As Carrefour explains in a statement, the first part of its plan focused on safety and transparency, by promoting organic products, improving cultivation and traceability of products. Now, focus on the taste and the price, with the intention, as he points out, of better responding to customer expectations.

Thus, he points out that the company’s work in the new stage of Act for Food will focus on the nutritional quality, origin, seasonality and sustainability of the products. The second part of the program will be structured around six priorities:

  • Be most affordable organic brand from the market
  • Be the white label with the best quality-price ratio of the market, which combines flavor, accessibility and healthy products
  • Offer fresh, good and responsible products thanks to the Carrefour Quality Line
  • Prioritize the local production in each country
  • Have the vegetable offer widest and most accessible on the market
  • Toast greater transparency on the origin and composition of the products

It should be noted that the “Act for Food” initiative received the Grand Prix in the category Creative Business Transformation at the Cannes Lions 2021 festival. The supermarket chain debuted the category, which since that year has valued how creative transformation can be achieved through the heart of the business, generating impact and better results for customers.

To communicate the evolution of Act for Food, a campaign has been launched, worked on by the advertising agency Publicis Conseil. In it, the evolution of the program’s claim stands out, which goes from “We all have the right to the best” to “We all have the right to the best, at the best price.”

The message is materialized in a video piece that addresses the importance of food in the lives of consumersthroughout all its growth stages, and highlights the role that flavor plays. It also places food as the basis of culture and tradition.

The campaign was launched on October 6, and will be activated in France, Spain, Italy, Belgium, Poland and Romania. It will have activations on television, with specific pieces for certain product lines; as well as on social networks, digital media, outdoor advertising, and Carrefour points of sale and catalogues.

Technical sheet

  • Advertiser: Carrefour
    • Group Marketing Management: Caroline Dassié, Jean-Stéphane Ardoin, Mathieu Delcourt, Charlotte Moronval, Audrey Leclerc
    • Marketing Director France: Nicolas Gobert, Marie-Esther Mathonnat, Beryl Fleur, Zeineb Zarrad, Mélanie Herzog Mertah, Charlotte Lefebvre de Saint Germain
  • Agency: Publicis Conseil
    • CEO/CCO: Marco Venturelli
    • ECD: Fabrice Delacourt
    • Film editor: Montassar Chlaika
    • Artistic director: Mélissa Delage
    • Print editor: Thibaut Froment.
    • Artistic directors print: Jean-Baptiste Blandin, Paul Levasseur, Cécilia Da Silva.
    • Strategic planning: Christophe Defaye, Marie Nossereau, Odile Ienne, Zoé Perchirin, Sarah Quintero Mateus
    • Associate Director: Ingrid Kagialis
    • Commercial team: Charlotte Guillabert, Pauline Carpentier, Aurélia Suzialuk, Lynda Allou-Rabeau, Charlotte Bachelery, Marion Putcrabey, Margaux Bosque, Mila Marin
    • Digital creativity: Julie Troubat.
    • Traffic: Géraldine Delhomme
    • Agency producer: Anne Boucher
    • Production manager: Nathalie Bousquet
  • Producer: Supermint
    • Producer: Frederika Mathivet
    • Director: Ismaël Ten Heuvel
    • DOP: Paloma Pineda
    • Production Director: Karine D’Hont
    • Executive production: Deux8
    • Executive producer: Delphine Dewitt
    • Post-production: Prodigious
    • Post-Production Manager: Céline Genty
    • Post-producer: Hugo Roux
    • Prod-Son: Martin Sumeire
    • Grader: Lydia Lopez
    • Editing: Ella Dixon
  • print
    • Photographer: Charles Mamarot
    • Edition: La Souris
  • Social Media: Content Factory
    • Social media producers: Thierry Haddad, Frederic Debenest, Paul-Hugo-Voisin
  • Music
    • Edition: Williamo the collective – admin by Songtrust / Les Editions du Tigre
    • Composition: will hyde