Carrefour Act For Food: Making Healthy Food Accessible & Tasty | Clapboard Ad Archive

Relaunching its global program, Act For Food

Description

In October 2024, Carrefour, in partnership with Publicis Conseil, launched an integrated global campaign to relaunch its Act For Food program across six European countries: France, Spain, Italy, Belgium, Poland, and Romania. This relaunch reinforces Carrefour's leadership in the food transition by emphasizing access to healthier and more responsible food for all, addressing pressing ecological and societal challenges. Building on the success of the original Act For Food initiative launched in 2018, which focused on democratizing organic products, improving product recipes by reducing harmful substances, and enhancing product traceability, the new chapter centers taste and affordability as key pillars of the food transition. Carrefour recognizes that lasting change requires meeting consumer expectations for taste, freshness, and price, and Act For Food’s updated commitments reflect this by promoting nutritional quality, product origin, seasonality, sustainability, and transparency. The campaign underscores six priorities including becoming the most affordable organic brand, offering the best quality-price private label products, prioritizing local production, expanding plant-based options, and increasing openness about product composition. The brand signature evolves from “We’re all entitled to the best” to “We’re all entitled to the best, at the best price,” signaling a clear focus on accessibility without compromising quality. This emotionally resonant campaign brings taste to the forefront, using a blend of one-minute and 30-second manifesto formats on TV and online video, supported by concise 15- and 20-second spots highlighting tangible proofs such as Carrefour’s organic and quality labels and local sourcing. The media mix includes social media, digital platforms, extensive outdoor advertising including high-impact event formats in key urban locations, in-store point-of-sale materials, and Carrefour catalogs, creating a cohesive and powerful ecosystem designed to connect with consumers and embed Carrefour authentically in their daily food choices.

Credits

Client

Carrefour

Agency

Publicis Conseil

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Campaign Proposition

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