Carrefour : out on the campaign trail with SMEs

Starting on 3 July 2016, Carrefour France - the leading distributor of products manufactured by French SMEs*- will be showcasing its partners throughout the country, launching a wide-ranging multi-channel communications campaign: 'Carrefour's fabulous French partner SMEs'.

Underpinned by the claim 'You don't have to be big to be talented', this dedicated initiative is a first for the retailer. It will be using it to reassert the commitment it has made alongside its 5000 partner SMEs to provide consumers with high-quality products, support innovation and give impetus to the local economy.

'In our stores, we work alongside our local partners and we engage in long-term relationships with them. In 2015, for example, the share of our turnover that we generated with SMEs increased by 8% - the largest increase in the sector. Through our 'Fabulous SMEs' campaign, we are seeking to showcase our suppliers in the various regions in which we operate, together with their unique expertise, and confirm our position as the leading retailer of products manufactured by French SMEs',said Noël Prioux, Executive Director of Carrefour France.

The campaign has been designed to have strong links with the local community. It is structured around several key national and regional features, including in particular:

• A new 'Fabulous SMEs' logo which will be deployed across the whole campaign
• An advertisement (available in 15 and 30-second versions) produced by Publicis and shown on national TV channels from 3 to 17 July;
• A media campaign in the daily press deployed across 13 regions throughout France, showcasing 13 local products and stakeholders;
• On Carrefour.fr, an interactive map so customers can find regional products close to where they live;
• Stands at which customers can taste products made by SMEs and find out more about them at Carrefour hypermarkets and Market supermarkets from 4 to 17 July.

'Fabulous SMEs' - showcasing local expertise
Included among the 13 companies being showcased both in the regional press and in stores are the following: Sacré Willy (Hautes-Alpes), specialised in making and selling premium desserts and winner of the most recent SME and Innovation Awards organised by Carrefour.

'Within the framework of the campaigns that we have started this year based on optimism - such as our bio campaign that we rolled out in the spring - we have created 'the Fabulous SMEs. This is an original initiative designed to embody our commitment as France's leading retailer of products made by SMEs, showcasing the work being done by men and women out in the field',added Philippe Thobie, Executive Director for Communications, Carrefour France.

Link for viewing the film: https://youtu.be/4Cm9rE6d5jI

*Nielsen study of the Carrefour group's turnover (absolute value purchases) (Carrefour and Carrefour Market). Data based on the Nielsen Homescan Panel (from 20/03/2015 to 20/03/2016) for SME brands produced in France (excluding retailer brands) for Hypermarkets and Supermarkets. (Copyright (c) 2016, The Nielsen Company)