Carrefour LabelVie Morocco has launched a new campaign designed to reposition the retailer as the leader in one of the most important categories – freshness.
Developed by Brand Builder Morocco, the campaign addresses two key objectives for the retailer in the country. First, it aimed to reposition Carrefour from a transactional retail brand to one that is the category reference for freshness across all touchpoints. Second, it aimed to tackle the perception that Carrefour is a premium brand, which creates more distance with the broader audience and drives them towards competitors.
To achieve these objectives, the agency based its strategy for the campaign on a consumer insight. It found that Moroccan consumers are instinctively detail-oriented when it comes to food. They determine freshness by visual and intuitive clues. In order to gain credibility, the brand could not rely on broad claims of freshness. Instead, the brand had to mirror the same level of details and freshness within the campaign visuals. This led to the creation of the brand platform, ‘The small details that make all the difference’.
The platform showcased real and everyday operational processes that subtly signal the quality and freshness of the produce. These include fruits and vegetables that are sorted multiple times a day, fish sourced and delivered daily without intermediaries, bread baked up to six times daily and bakery products made with pure butter instead of margarine. Each of these elements is positioned as a proof of the product’s freshness.
The campaign also adopted a simple, accessible language with high-end visuals to achieve its second objective – to change the perception among a C2-D audience while still retaining their existing consumers who value quality and superiority.
Hard-to-miss visibility and proposition
Designed for high-impact and high-frequency visibility, the campaign was rolled out with a 360-degree strategy in three languages: English, Arabic and French across OOH, TV and cinema, digital and social to reach everyone and make sure that the retailer’s value proposition was hard to miss.
Out-of-home was chosen to dramatise the freshness through macro visuals on static and digital billboards.
Digital used high-reach static and animated formats across different platforms to reinforce the freshness message.
While TV, cinema and social mostly displayed the hero film. Additionally, social also sported an always-on content strategy that combined film with detail-driven executions to anchor the freshness narrative.
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Using this marketing mix, the brand made sure the product remained the star of the campaign, focusing on its details, freshness and the processes behind it. This allowed the work to speak for the brand and the authenticity of what Carrefour delivers.
The campaign is currently running nationwide across Morocco in several waves, with the first wave spanning approximately two months. Additional waves have been planned later in the year to maintain visibility and reinforce the freshness platform.
Perception-shift based success
The success metrics for the campaign will be primarily determined by the perception shift based on a brand tracking study conducted prior to launch. The results of the study will act as a baseline with the post-campaign evaluation focusing on two key dimensions: association with freshness and perception recalibration.
The first aspect will look into if the audience recognises Carrefour Morocco as a leader in the freshness category, while the latter will look into if the retailer is now perceived to be more accessible while still maintaining its perception as a high-quality brand.
The campaign’s success will also be determined by standard performance indicators such as reach, engagement, message penetration, etc.
Credits
Client: Carrefour LabelVie Morocco
Creative agency: Brand Builder Morocco
Production: LINK PRODUCTION
Director: Paul Butterworth
Creative director: Sara Zohar
Creative strategist: Abdellah Yousfi Maroudi
Copywriter: Youssef Aydi
Social media manager: Hamza Abdelouas
Content manager: Hamza Boubelli
Artistic director: Jihane Belafquih
Photography: Younes Houssni / Hamza Bounsif
