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Carrefour’s “Art for Food” Initiative: Creative Brief Essay

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Updated: Jan 15th, 2022

Information About the Client

The client is a chain of grocery stores, a global food retailer Carrefour with a parent company located in France. The enterprise has been a successful food market member for several decades. The supermarkets of Carrefour chain in many different countries of the world are aiming at satisfying their customers’ needs for timely delivery of high-quality, fresh, organic, and healthy products. The goods offered by the company are affordable and cover a wide range of options. Carrefour works on leveraging the opportunities of profitable cooperation with farmers to ensure that the process for food items will be satisfying for all buyers.

Information About the Project/Product

The project concentrates on the popularization of the new initiative of Carrefour. This initiative consists in ensuring healthy product delivery for all consumers by providing “food transition for everyone” (“The food transition is underway, Carrefour is meeting consumers’ new requirements,” 2018, para. 4). The company introduces a new approach to cooperation with farmers and food producers. Within this new perspective, the chain of supermarkets shifts the farmers’ work to organic and pesticide-free production to ensure healthy ecological products for everyone.

Project/Product Background

The issue of air pollution, ecological disasters, and the exhaustion of planet resources is crucial for modern society. People who live in the cities and buy food items on a daily basis are more and more concerned about the methods how food is produced, where it comes from, and how healthy or dangerous it could be (“The food transition is underway, Carrefour is meeting consumers’ new requirements,” 2018). Carrefour’s priority is the health and well-being of its consumers. Since a healthy diet is the core of longevity and the absence of illnesses, it is the food industries’ responsibility to deliver the best quality of products. Regarding the described background, Carrefour initiates Art for Food to popularize ecological farming as the basis for food production for the supermarkets’ customers. Within the project, the client offers the buyers a wide range of organically produced food items for a reasonable and competitive price as opposed to a limited assortment of healthy products from other market members (Developing agroecology, n.d.).

Project Details

The project aims to create television and radio advertisements to promote organic food choices available in the Carrefour supermarkets. A TV ad will be about 40 seconds long and will portray a big family around a dinner table with beautiful and tasty dishes with a lot of vegetables on the plates. Children, parents, and grandparents are around the table and are having a meal. In the conversation between the mother who serves vegetable salad to a little son and the grandmother, the grandmother warns that it is better not to buy fruit and vegetables in a supermarket because of pesticides. In response to that, the mother points out the advantages of the Art for Food initiative of Carrefour and underlines that the goods from the company are healthy, ecologically pure, and nutritious for everyone. The budget for this TV advertisement is 25, 000 dollars, and the timeline is 14 days.

A radio advertisement involves the same plot with some background sounds of a happy family enjoying their meal at the beginning of an ad. The central idea of safe organic food available from Carrefour for every average consumer for a reasonable price is also delivered through the dialogue between the mother and the grandmother. The slogan “Organic and nutritious food from local farmers for everyone” will encourage people to trust the assortment of Carrefour and will increase its competitive capacity. The duration of the radio advertisement will be approximately 30 seconds. The timeline will be ten days, and the budget will equal 5, 000 dollars.

Target Market Analysis

The food and grocery market is probably the largest one all over the world. Since food products are the first range need of any person in any city or town, numerous companies inevitably compete to be the best and the most popular in the area. Carrefour is a big group of supermarkets in many countries both in Europe and in the Americas. Thousands of shops are opened all over the world and are striving to meet the newest requirements of the customers. However, the competition is enormous, and it deals with some similar companies tailoring organic food initiatives. One of the biggest competitors of Carrefour is Walmart which introduces a great variety of products for different types of consumers with different preferences in food.

According to the SWOT analysis, the following information could be presented. The strength of Carrefour is its flexibility in arranging cooperation with local farmers to ensure fresh products deliver on a timely basis, as well as its strong belief in the importance of organic production. The weakness of the company is the lack of supermarkets in the Asia region where the competitors might be more influential and invade the market. The best opportunity for Carrefour is its ability to reform the agriculture and food economy sector by initiating and encouraging pesticide-free food production and more active inclusion of farming into economic interactions. The emerging competition in different countries where the supermarkets of the Carrefour chain are presented is a significant threat for the company.

Target Audience/Product Positioning

The target product positioning should be based on the specific features of the sphere which is food retailing. Carrefour initiates organic food for a healthy diet for a reasonable price affordable for an average buyer. Similar initiatives are available from such a competitor as Walmart. The FCB planning grid shows the positioning of the product within the “Think/Feel/Low involvement/High involvement” quadrants (See Figure 1). According to Zimbres (2014), food products should be located in a low involvement and high thinking quadrant. In comparison to Walmart, Carrefour is located closer to a feeling dimension, but it is the target of the project to reposition it closer to the high involvement quadrant. Therefore, people will be more involved in the process of product choice by taking responsibility for their nutrition quality.

The Big Idea

The Unique Selling Proposition (USP) of Carrefour’s initiative for organic pesticide-free food products is to encourage people to trust the brand and identify the difference of its strategic policy from other competitive companies. The project will popularize the innovative approach to cooperation with local farmers. This perspective will satisfy two goals: the guarantee of freshly delivered products on a daily basis due to the close location of the producers, and organic, chemical-free, and healthy food as an affordable item for an average customer.

Targeting Strategies/Positive Product Differentiation

The revealed inside information articulated in the advertisements will differentiate the products offered by Carrefour from those presented by other competitive companies and will ensure its leading position on the market. To implement the project in practice, it is essential to incorporate all the advantages that deal with the offered initiative and concisely present them. Under the modern circumstances of the ubiquity of all sorts of advertisements, people will pay attention to something less provocative but more true and open. Thus, the project should allow its target audience to be informed and ultimately make a reasonable choice.

References

  1. Developing agroecology. (n.d.).
  2. The food transition is underway, Carrefour is meeting consumers’ new requirements. (2018).
  3. Zimbres, T. M. (2014). Web.
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IvyPanda. "Carrefour's "Art for Food" Initiative: Creative Brief." January 15, 2022. https://ivypanda.com/essays/carrefours-art-for-food-initiative-creative-brief/.

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IvyPanda. 2022. "Carrefour's "Art for Food" Initiative: Creative Brief." January 15, 2022. https://ivypanda.com/essays/carrefours-art-for-food-initiative-creative-brief/.

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IvyPanda. (2022) 'Carrefour's "Art for Food" Initiative: Creative Brief'. 15 January.

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