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Carrefour is relaunching its global program, Act For Food, reinforcing its leadership in the food transition for all.
This program aims to provide everyone access to the benefits of healthier and more responsible food, placing Carrefour at the heart of today’s ecological and societal challenges.
Act For Food – Act 1: A success started in 2018
Launched in 2018 to address the growing consumer demand for safety and transparency, the Act For Food’s 1st Act positioned Carrefour as the leader in food transition.
With solid commitments co-developed with producers, Carrefour aimed to democratise organic products, improve Carrefour product recipes (by reducing pesticides and controversial substances), and enhance product traceability. In doing so, Carrefour has shaped the agri-food industry standards while ensuring that each of its initiatives is available to as many people as possible.
Act 2: 2024, Carrefour brings taste at the centre of food transition
In 2024, Carrefour is giving a new boost to Act For Food with a new act that places taste and price at the centre of its approach. A new direction that better meets customer expectations focuses on taste and freshness at low prices.
Because the brand is convinced that food transition will not occur without these two axes, this new act emphasises Carrefour’s work on nutritional quality, origin, seasonality, and product sustainability.
Six key commitments to make the food transition accessible
Act For Food’s 2nd Act will be articulated around 6 priorities:
- The most affordable organic brand on the market
- The private label with the best quality-price ratio on the market, combining taste, accessibility, and healthy products
- Fresh, good, and responsible products thanks to the Carrefour Quality Line
- A local production prioritisation for each country
- The largest and most accessible plant-based offer on the market
- An increased transparency about product origin and composition
An evolving brand signature to accompany the new chapter of the food transition
Beyond reaffirming its mission to promote the food transition, this second chapter aims to emphasise its accessibility.
Thus, Carrefour is taking advantage of the Act For Food relaunch to evolve its signature from “We’re all entitled to the best” to “We’re all entitled to the best, at the best price.”
A global campaign to support the relaunch of Act For Food
For this relaunch, Carrefour, together with its partner Publicis Conseil, has created an international campaign that will be deployed in six countries: France, Spain, Italy, Belgium, Poland, and Romania.
An emotional campaign close to consumers, placing taste and the brand at the heart of their daily lives. Including manifesto formats of one minute and 30 seconds, these aim to establish the territory of taste on TV and OLV. Short formats of 15 and 20 seconds focusing on concrete proofs (organic (BIO), Carrefour Quality Line, Carrefour Label, and local) will complement the campaign.
A comprehensive ecosystem will also support it, including social media, digital, and outdoor advertising (OOH, including event formats such as train station coverings and large banners in the Parisian periphery), in-store POS, and Carrefour catalogues. This campaign officially launched on Sunday, October 6th.
