Carrefour, among the retail industry in Italy, is one of the distributor with an higher capillarity on the territory. Despite the number of shops, it is perceived as having la weak connection to the territory, due to its French name and origins. But the brand is committed to enhancing local excellence, which it researches, supports and sells: in its stores we can find many typical products of our regions, carefully selected.
Communicate the proximity with italian territory.
Carrefour is a brand that can be found throughout the Italian territory, but which is not perceived as native, due to its French origins.
In its stores, however, it is possibile to find many excellences from our territory, also thanks to the partnership with more than 10.000 local producers.
We were asked to find a way, by enhancing these products, to strongly convey the link of the brand with the Italianity, to the public.
Giving a voice to the queens of the Italian tradition.
In Italy we have great guardians of our traditions at the table: our grandmothers.
Which best testers to prove the goodness of our local products?
For this reason, we decided to call together grandmothers from all over Italy, giving them the task of handing down the most famous local Italian recipes directly to their grandchildren, and to do so using the local products that can be found in Carrefour stores, demonstrating their quality and the wide range of products “Terre d’Italia”, “Filiera Qualità Carrefour” and “Carrefour BIO”.
Videos to underline the Italianness.
We created a series of 5 videos published on YouTube and on Carrefour’s digital channels (website and social networks), dedicating each of them to a gastronomic excellence from a different region.
For each episode, we involved funny couples made up of grandmothers and grandsons, where grandmothers had to prepare a typical recipe of their area of origin.
From family secrets to Carrefour products to use, grandmothers passed on to their grandchildren, and to all the people who follow the brand, the uniqueness of recipes of the Italian cuisine.
To communicate Carrefour as a brand close to italian territory and its excellences.