Carrefour: Black Supermarket

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

Campaign details

Advertiser: CarrefourBrand: CarrefourAgency: Marcel ParisCountry: France

Objectives

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands