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


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...
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