Carrefour, together with Publicis Conseil, has launched a new global campaign aimed at relaunching its “Act For Food” program. This program, first introduced in 2018, focuses on making healthier, more responsible food choices available to everyone. The updated campaign highlights Carrefour’s renewed commitment to the food transition, placing itself at the center of today’s ecological and societal challenges.
Act For Food – First Act (2018): A Successful Start
When Carrefour launched the first part of its Act For Food initiative in 2018, it was responding to the growing consumer demand for safer, more transparent food options. By making strong commitments alongside producers, Carrefour aimed to:
- Make organic products more accessible to the general public.
- Improve the recipes of Carrefour-branded products by reducing the use of pesticides and controversial substances.
- Enhance product traceability, allowing consumers to know where their food comes from.
With these steps, Carrefour positioned itself as a leader in the global food transition movement. By democratizing organic food and setting new standards for quality and transparency, the retailer sought to ensure that these benefits were available to as many people as possible.
Act For Food – Second Act (2024): Focus on Taste and Price
In 2024, Carrefour is taking the Act For Food program to the next level, with a renewed focus on taste and price. These two factors are at the forefront of what customers are looking for, and Carrefour is making it clear that there will be no successful food transition without them. The new direction emphasizes:
- Taste: Improving the taste of products to meet customer expectations.
- Price: Offering high-quality food at affordable prices, ensuring that healthy options are within reach for everyone.
Carrefour’s approach will also focus on nutritional quality, the origin of products, seasonality, and sustainability, all while ensuring that customers do not have to compromise on taste or price.
Six Key Commitments for 2024
The second act of Act For Food is based on six key priorities:
- The Most Affordable Organic Brand: Carrefour aims to offer the most affordable organic products on the market.
- Best Quality-Price Ratio: Carrefour will provide its private label products at the best quality-price ratio, ensuring they are tasty, accessible, and healthy.
- Fresh and Responsible Products: Through the Carrefour Quality Line, the company promises fresh, good, and responsible products.
- Local Production Focus: Each country will prioritize locally produced food to support local farmers and reduce environmental impact.
- Largest Plant-Based Offering: Carrefour is expanding its plant-based product range, making it the largest and most accessible on the market.
- Increased Transparency: The company will offer more transparency about the origin and composition of its products, helping consumers make informed choices.
New Brand Signature
As part of the relaunch, Carrefour has updated its brand slogan. The original, “We’re all entitled to the best,” has been evolved to “We’re all entitled to the best, at the best price.” This reflects Carrefour’s commitment to making the best food products available to everyone at affordable prices.
International Campaign Rollout
Carrefour’s new Act For Food campaign will be rolled out in six countries: France, Spain, Italy, Belgium, Poland, and Romania. The campaign aims to connect emotionally with consumers by placing taste and the Carrefour brand at the center of their everyday lives.
The campaign will include:
- Manifesto formats: A mix of one-minute and 30-second TV and online video formats will introduce the focus on taste.
- Shorter formats: 15 and 20-second videos will highlight specific product categories, including organic food, the Carrefour Quality Line, and local products.
- Wide Reach: The campaign will also include a large digital ecosystem, social media, outdoor advertising (such as in train stations and on large banners in the Paris area), in-store marketing, and Carrefour catalogues.
The official launch took place on Sunday, October 6th, and is expected to strengthen Carrefour’s position as a leader in making healthier, more responsible food accessible to everyone.