Creative Gallery on Sustainability Communications

 

 
"Consuming better" For Carrefour
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Context

Although Carrefour France has worked on the quality and safety of its products for years, it has been criticized for inciting to “over-consumption”. A survey conducted by the company in 2002 showed that 90% of consumers and employees interviewed considered that Carrefour had to play an important role in environment protection

Philosophy/Solution

To demonstrate Carrefour’s commitment to social and environmental issues and to make the consumer feel safe and confident about its products. Carrefour used a marketing mix, choosing a surprising “anti-consumption” message, and even dedicated a section on its website.

Results

The reaction has not been unanimous. For a number of consumer associations and NGOs, the message has been seen as provocative and inconsistent with further campaigns. Furthermore Carrefour didn’t link the campaign with any action aimed at preventing over-consumption.

Title"Consuming better"
Original Title"Mieux consommer"
AgencyBETC Euro RSCG
CityParis
AdvertiserCarrefour
Sustainability Themes Consumption Patterns, Education & Awareness
Date of First Publication 01/01/2004
Country of ProductionFrance
LanguageFrench
TypePrint
TaglineStop consuming more to consume better
Original TaglineArrêtons de consommer plus pour consommer mieux
   
Account Director: Elie  Ohayon
Account Executive: Julie Puissant
Creative Team: Gerald  Schmite ,  Patrice Dumas
Photographer: Nicolas Descottes