Carrefour’s campaign bears fruit


The winner of the 2019 Creative Effectiveness Grand Prix is ‘Black Supermarket’, a brave and purposeful campaign entered by Marcel Paris for Carrefour. Jury president John Seifert, CEO worldwide Ogilvy, called it “an awesome piece of work – from the point of view of creative effectiveness and impact it was a no-brainer.”

The core idea of the campaign centred on the fact that it is illegal in the EU to cultivate 97% of fruit and vegetable variants. By law, farmers are forced to use a handful of “authorised species” that are, for the most part, controlled by multinational agrochemical firms.

French supermarket Carrefour chose to defy the law, opening a supermarket that sold illegal varieties — the “black supermarket”. The campaign helped change perceptions and forced a new EU law.

Seifert said the diverse composition of the jury played a pivotal role in the process. “We couldn’t have done this without the cultural orientation, gender balance, the number of left and right brains in the room.”

Three Gold Lions were also awarded to the US (Procter & Gamble’s Tide), UK (Microsoft’s XBox) and Argentina (Newsan’s Noblex).

Harriet Palmer