One French Supermarket Chain Uses Black Markets to Highlight the Absurdity of EU Food Regulations

Carrefour's rogue attempt results in actual, ratified change

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It’s heartwarming when a brand uses its scale in the interest of the public good. It’s better still when its impact is so massive it changes harmful laws.

French grocery chain Carrefour accomplished just that, and in a deliciously subversive way, by launching the “Black Supermarket” alongside agency Marcel.

Activated at Carrefour stores nationwide, the campaign sold illegal cereals, fruits and vegetables in a suitably “black market” context.

The “Black Supermarket” project was an attack on Europe’s Official Catalogue of Authorized Species, which “dictates which seeds are eligible for sale and cultivation,” Marcel’s creative director, Gaëtan du Peloux, explained.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in