Over recent years, Carrefour invested heavily in improving the quality and sustainability of its distributor brands. These efforts were widely communicated under the “Act for Food” platform and succeeded in generating consumer recognition and rational legitimacy. However, when it came to indulgence or emotional reassurance, shoppers still favored national brands, viewing them as inherently superior. Carrefour’s own products were often perceived as merely functional—affordable and acceptable, but not desirable. This perception limited the ability of Carrefour brands to become true alternatives in consumers’ everyday choices.
To make Méo the obvious choice for coffee lovers across France. When people think of quality, responsible, and affordable coffee, Méo should come to mind—instantly.
How a century-old brand found new momentum—without losing its soul.
We led a bold repositioning that strengthened Méo’s identity while amplifying its presence:
A strong new brand signature: “Méo, le café qu’il me faut !” (Méo, the coffee I need!)
The strategy of the obvious: If you want great coffee that’s ethical and fairly priced, Méo is the answer. Simple.
A nationwide media blitz:
Social media & influencer marketing with engaging content on Facebook, Instagram, and TikTok—boosted by paid campaigns and a network of coffee-loving influencers.
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Our data-backed strategy propelled Méo into the Top 10 coffee brands in France, particularly in the booming whole-bean segment—where the brand now attracts 2 out of 3 French whole-bean coffee buyers (Kantar, Dec 2024).
By blending tradition with a smart, high-impact strategy, Méo isn’t just growing—it’s becoming the go-to name in accessible, responsible and high-quality coffee.
