Team Créatif
Man enjoying a yoghurt, Carrefour Act for Food badge 'We're all entitled to the best at the best price'

GIVING FORM TO THE FOOD TRANSITION

Challenge: Turn Carrefour’s “Food Transition for All” mission into a clear, consistent , and compelling expression across markets, brands and customer touchpoints.

Group and company: Carrefour is one of the world’s leading food retailers. ACT FOR FOOD brings its food transition mission to life through tangible commitments around better taste, healthier choices, better farming practices, and greater accessibility.

Potential: Make ACT FOR FOOD the visible link between Carrefour’s ambition, its everyday actions and consumers, through a flexible system capable of working across 8 key countries and 12,000 stores, while remaining relevant to local needs and cultures.

Carrefour Act for Food workshop: speaker in front of an audience

Creative Solution

DEFINING ACT FOR FOOD

Without needing to create an additional brand, we gave ACT FOR FOOD a specific role: make Carrefour’s commitments visible, part of everyday life, and easier to understand. One mission, one vision, and tangible proof now provide a shared foundation across markets.
Act for Food key figures: 3 workshops, 8 countries, 10+ areas of expertise, 160+ guests
French Act for Food badge 'On a tous droit au meilleur au meilleur prix' on green peas

TRANSPARENCY & COMMITMENT

Transparency and the commitment to doing things right become a position, an ambition, and a way of communicating. The ACT FOR FOOD logo brings this principle to life through transparency, allowing food or moments from everyday life to show through the brand itself.

ONE MANIFESTO

The manifesto makes “Food Transition for All” tangible through four commitments: better taste, healthier food, better farming practices, and the best price. This shared framework brings Carrefour’s different initiatives together under one mission.
Tablet showing the Carrefour Act for Food manifesto, man biting into a watermelon

ONE IDENTITY, EIGHT COUNTRIES

To connect with consumers around the world, we defined what should remain consistent as a global marker of recognition and what could adapt to local needs. ACT FOR FOOD remains in English as the shared identifier, while the product promise is translated according to local languages and regulatory requirements.
Three versions of the Act for Food badge in English and French

A ROLE FOR EACH BRAND

Carrefour, ACT FOR FOOD and Carrefour’s own brands can coexist and share communication themes. To make their respective roles clear, we established aglobal framework: when Carrefour carries a commitment, ACT FOR FOOD signs it. When ACT FOR FOOD speaks directly, it becomes the primary identifier. When a Carrefour brand provides proof through a product or initiative, ACT FOR FOOD connects that action back to the wider mission.

Act for Food in-store signage: 'Our products are tested and approved by our customers'
Act for Food guideline pages: out-of-home, in-store communication and layout rules

DIGITAL COMMUNICATION

The hierarchy shifts with the objective. Brand-building communications give greater prominence to ACT FOR FOOD and it’s commitments, while performance-driven communication bring the product, price, or proof point to the forefront, with ACT FOR FOOD providing consistent attribution.
Act for Food social posts on smartphone and tablet, paid and organic

RESULTS

A SYSTEM FOR ACTION

The guidelines translate the strategy into practical rules for brand roles, translations, logo hierarchy, imagery, messaging and physical and digital applications. Teams across 8 key markets therefore share one framework for deploying ACT FOR FOOD across 12,000 stores while giving each market the flexibility to adapt execution to local needs.
Two blue Act for Food tote bags carried on the shoulder