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CARREFOUR

CARREFOUR
Home | Our works | Carrefour: From Rational Trust to Real Taste
Case study
CARREFOUR

As one of France’s leading retail groups, Carrefour had successfully built credibility for its own-brand products by emphasizing nutritional quality, environmental responsibility and affordability through its “Act for Food” initiative. However, despite rational trust, these products struggled to compete with national brands in terms of emotional appeal. The challenge was to reposition Carrefour brands as first-choice options—not fallback ones.

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Industry
Retail
Business line
Creative performance
Practice
Performance Marketing
Context

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.

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Our Ambition

We set out to transform Carrefour’s brand image from one of rational credibility to one of emotional preference—making Carrefour products the confident first pick, not just for their price or nutritional value, but for their taste and enjoyment.

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Our approach

We addressed the issue on both strategic and operational levels, focusing on narrative reframing and behavioral activation:

Repositioning the Brand Narrative
We shifted messaging from functional benefits to emotional connection, launching the campaign “Les jours meilleurs” (“The best days”), anchored by the tagline “Goûtez au meilleur pour de bon” (“Taste the best for good”). This gave Carrefour’s brand portfolio a unified voice centered on taste and confidence.

Breaking Visual Conventions
Creative direction moved away from Carrefour’s typical palette, using bright yellow to boost visibility and differentiate the campaign within the Act for Food ecosystem.

Driving In-Store and Digital Trial
Two mechanisms encouraged product experience:
– A “100% satisfaction or your money back” guarantee
– A daily free tasting program via the app and in-store, letting customers try one product per day with minimal friction.

Adapting Creatives to Target Audiences
Assets were tailored for specific customer segments, including mothers, teens, and tweens, and deployed across digital and retail channels.

Each touchpoint reinforced the message: Carrefour products are not second-best—they’re worth choosing first.

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Our Results
3
weeks from concept approval to in-store deployment
20+
team members involved across strategy, creation and production
100+
assets delivered across print, digital and in-store formats

This campaign marked a shift in Carrefour’s communication strategy, turning taste into a decisive factor in preference-building and reinforcing the brand’s ambition to challenge national labels in the daily shopping basket.

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