A Renewed Dedication to Make Meals Transition Accessible to Everybody

October 14, 2024

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Carrefour is relaunching its world program, Act For Meals, reinforcing its management within the meals transition for all.

This program goals to offer everybody entry to the advantages of more healthy and extra accountable meals, putting Carrefour on the coronary heart of in the present day’s ecological and societal challenges.

Carrefour

Act For Meals – Act 1: A hit began in 2018

Launched in 2018 to deal with the rising shopper demand for security and transparency, the Act For Meals’s 1st Act positioned Carrefour because the chief in meals transition.

With stable commitments co-developed with producers, Carrefour aimed to democratise natural merchandise, enhance Carrefour product recipes (by decreasing pesticides and controversial substances), and improve product traceability. In doing so, Carrefour has formed the agri-food business requirements whereas making certain that every of its initiatives is accessible to as many individuals as attainable.

Act 2: 2024, Carrefour brings style on the centre of meals transition

In 2024, Carrefour is giving a brand new enhance to Act For Meals with a brand new act that locations style and value on the centre of its strategy. A brand new route that higher meets buyer expectations focuses on style and freshness at low costs.

As a result of the model is satisfied that meals transition is not going to happen with out these two axes, this new act emphasises Carrefour’s work on dietary high quality, origin, seasonality, and product sustainability.

Six key commitments to make the meals transition accessible

Act For Meals’s 2nd Act will probably be articulated round 6 priorities:

Essentially the most reasonably priced natural model in the marketplace
The personal label with one of the best quality-price ratio in the marketplace, combining style, accessibility, and wholesome merchandise
Contemporary, good, and accountable merchandise due to the Carrefour High quality Line
An area manufacturing prioritisation for every nation
The biggest and most accessible plant-based provide in the marketplace
An elevated transparency about product origin and composition

An evolving model signature to accompany the brand new chapter of the meals transition

Past reaffirming its mission to advertise the meals transition, this second chapter goals to stress its accessibility.

Thus, Carrefour is profiting from the Act For Meals relaunch to evolve its signature from “We’re all entitled to one of the best” to “We’re all entitled to one of the best, at one of the best value.”

unnamed 5_0 | World Branding Forum — Picture supply Carrefour

A world marketing campaign to help the relaunch of Act For Meals

For this relaunch, Carrefour, along with its accomplice Publicis Conseil, has created a global marketing campaign that will probably be deployed in six nations: France, Spain, Italy, Belgium, Poland, and Romania.

An emotional marketing campaign near customers, putting style and the model on the coronary heart of their every day lives. Together with manifesto codecs of 1 minute and 30 seconds, these purpose to ascertain the territory of style on TV and OLV. Quick codecs of 15 and 20 seconds specializing in concrete proofs (natural (BIO), Carrefour High quality Line, Carrefour Label, and native) will complement the marketing campaign.

A complete ecosystem may also help it, together with social media, digital, and outside promoting (OOH, together with occasion codecs resembling practice station coverings and huge banners within the Parisian periphery), in-store POS, and Carrefour catalogues. This marketing campaign formally launched on Sunday, October sixth.