Campaign details

Advertiser: Carrefour
Brand: Carrefour
Agency: Marcel Paris
Country: France


This case study shows how in changing the law, the Black Supermarket changed Carrefour. It shows how Carrefour, one of the biggest worldwide retailers, used its leadership power to change an unfair law that destroyed 90% of our agricultural biodiversity during the 20th century. A political change that triggered a fundamental transformation of the brand's image, restored public confidence in the brand, made it the favorite retail brand in France, and accelerated the transformation of its international corporate strategy.

  • Objective #1  political: Changing the law to overturn the destruction of our agricultural biodiversity.