MONDAY 13 DEC 2021 11:14 AM


Carrefour, the French multinational retail corporation, has put solidarity at the heart of its 2021 Christmas campaign. The video creative devised by Publicis Conseil tells the story of the brand’s donations to food associations across France.

The video campaign works to showcase the Carrefour brand ethos as a community focused and socially aware businesses. The video shows customers and employees working together to donate 500,000 meals to 1,600 associations collecting food for people in need across France.

The video uses authentic handheld footage of customers shopping and donating produce in Carrefour stores before being packaged by staff and sent to people in need. Including employees in the video strengthens the Carrefour employer brand as retail staff and delivery drivers are seen as a valuable part of the wider business purpose.

Caroline Dassié, executive director of marketing, brand, data and customers for the Carrefour Group, says, "This film is an ode to the everyday heroes, to those who work in the shadows to do good around them. The health crisis has amplified our responsibility in the fight against food insecurity, and it has also highlighted the importance of the social contact some people need even more during the Christmas holidays.”

Carrefour is also hosting food bank drives in its stores, promoted by a radio and social media campaign with the hashtag #ChristmasSpirit.

"Nothing is stronger than the voices and faces of those who act every day to help others. In this ode to solidarity, we sought to capture the poetry of reality and everyday life," adds Marco Venturelli, president of Publicis Conseil overseeing creativity.