Carrefour’s initiative, Marcel as an agency and the biodiversity “Black Supermarket” project

by Elena Alid (ePiRoe Agency)

Starting to study the marketing industry further, our first case study was the Carrefour Biodiversity project, called “Black Supermarket”. We chose the campaign for a variety of reasons, the first one being how unique the matter at hand was; while other campaigns referred to charity or social issues, the Biodiversity Project was more about something “fresher” to the global table; sustainability, both in supermarkets and in the farming industry in general.

The campaign was regarding, more specifically, the law that prohibited certain seeds and their products from being sold in the market. This, of course, had as a result an overly regulated market that doesn’t allow space for growth within the agricultural economy, as well as the disappearance of 75% of the variety in farm-produced edibles, and incredible restriction on the consumers’ end.

Standing against this outdated law, stated in 1981 across the EU, Carrefour makes the public decision to start selling products grown from those prohibited seeds, highlighting the absurdity of the prohibition law in their campaign by giving it a name that compares it to severe criminal activity. Besides bringing awareness to this law, however, and eventually changing it, the campaign also aimed to inspire what we’ve today come to acknowledge as “sustainability culture”, which would mean having little or no product waste in the farming and supermarket industry. As a result of a less involved government, the agriculture workers would also be paid fairly to their production, as they would be able to bring the consumers the exact products they ask for, instead of overproducing the government-enforced ones with a loss both in money and in unsold goods.

The campaign’s impact, though unexpected, was undeniable. Just seven months after airing in the Cannes Festival, the prohibition law was re-examinated and ultimately terminated within the EU, while sustainability remained a hot topic that is still evolving rapidly day by day.

Judging by these results, there really was no doubt in our minds that Marcel, the agency behind this incredible campaign for Carrefour, understood how to create a product that would inspire real change, thus their motto being “Make things that change things”. This is where we started studying them in order to understand the key-points that led them to their success, and learning how to incorporate them into our own agency and practice.

The Marcel logo has been the regal lion holding the French flag, with the motto “Liberté, égalité, fraternité” displayed on it. It is a symbol that inspires strength and trust, however one that Marcel hasn’t been afraid to adjust in times of greater social issues entering mainstream media — such as the LBGTQ+ movement, in support of which, Marcel used their logo in the pride flag colours.

We learned our first lesson right here; as a brand, you have to walk the talk. The above action was perfectly aligned with Marcel’s principles as stated on their About page, where they inform the reader and possible client that they value integrity, human life, and creativity in expressing oneself. This is the way that they create their campaigns, because this is the way they will ever truly have an impact on the world.

Marcel inspired us in the creation of ePiRoe Agency, with their to-the-point yet creative and fresh view of the marketing industry. They reminded us how important it is to view your clients as people first, build a relationship of trust with them, and always remain human-oriented, while creating powerful products that bring results. Studying their campaigns, we also noticed how feeling invoking they were, whether the feeling in question was humour, pathos, or inspiration for change. Yet another main aspect of the agency’s success that we learned to incorporate into ePiRoe agency’s work was making our stories such of human interest, so as to create work that would invoke feelings and inspire change. It was during this process that our motto was created;

And so, ePiRoe Agency found its spirit. We will bring change, we thought, but in such a way it will look like art, and make you look.

If you wish to read more about the making of ePiRoe Agency, visit my colleagues’ articles below:

Crystallia Malisova | https://medium.com/@crystalilkh

Anaelle N’Diaye |https://medium.com/@anallend/8081daa224c8

Maria Perou | https://medium.com/@mariapiar103