To break the law to make new law has never tasted this good. Black Supermarket, a social good campaign spearheaded by French agency Marcel and supermarket chain Carrefour, has set a new standard in the synergy of advertising and social change.
With food quality standards declining and access to only 3% of fruits and vegetables produced, Carrefour found an opportunity to make an impact for consumers and producers, by employing creativity for good. For this occasion, the supermarket chain worked closely with Marcel to devise a bold campaign plan. First, they broke the law by launching the Black Supermarket chain that started carrying forbidden fruit and vegetable varieties. Then, they started a petition that eventually changed EU-wide policies to allow for biodervisity in supermarkets.
Here, Marcel’s creative director and D&AD Festival speaker Gaëtan du Peloux, and senior strategic planner Sarah Lemarié reveal behind the scenes details on how they used creativity for social change and shared anecdotes from all stages of development of the successful social good campaign.