Breaking the law to land an RTB

An outdated EU law gave consumers access to just 3% of fresh produce - with the rest illegal because they weren’t officially registered. To challenge this law, Carrefour opened ”Black Supermarkets” nationwide with 600 forbidden fruits and vegetables. An accompanying web film also spread the word, reinforced by print and outdoor executions. The campaign generated 300m media impressions, while in-store traffic rose 15% and fresh produce sales grew by 10%. The brand also grew positive brand sentiment by 8 percentage points.