Carrefour has launched a fresh campaign to promote its discount own-label brand in France, including a national advertising and multimedia push.
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The promotion, which echoes the French retailer’s first discount campaign last May, is designed to boost Carrefour’s price image.
The hypermarket operator has looked to reverse declining sales in its home market and counter consumer perceptions that Carrefour is a relatively expensive retailer with an increased focus on pricing.
“More than ever, Carrefour adopts a friendly tone, close to its customers and focuses its communications on the positioning of its low price range Carrefour Discount,” a spokesperson for the company told just-food.
The company hopes to communicate to consumers the benefits of a “great brand” delivered at discount prices, the spokesperson added.
The campaign features television advertising as well as in-store activities and displays.
