Carrefour - New Year Promotional Campaign
Challenge
Create a large-scale promotional campaign across dozens of products while avoiding repetitive, price-focused messaging.
Approach
The campaign was built around a simple principle: every product should generate its own message.
Rather than starting from the promotion, I started from the product itself. A yogurt inspired a headline about excellence, apples inspired one about small size, carrots one about enthusiasm. The exact references changed, but the underlying rule remained constant.
This created a system that could scale across many products without feeling repetitive.
My Role
Concept development & copywriting.
Key Learning
This project taught me how a simple creative rule can generate a scalable communication system: distinctive enough to keep each product memorable, structured enough to work across an entire campaign.
“Un prix haut comme trois pommes"
Literally meaning "A price as tall as three apples", the headline plays on the French idiom haut comme trois pommes, an expression commonly used to describe something or someone very small. The word pommes ("apples") creates a direct connection with the featured product, while the idea of smallness is transferred to the price, suggesting an exceptionally low offer.
"La crème de la crème de l'économie"
Roughly meaning "the best of the best when it comes to savings", the headline plays on the French expression la crème de la crème ("the cream of the crop"). Because the featured product is a dairy item, the word crème simultaneously refers to both excellence and the product itself, creating a direct connection between the promotion and the visual.
"On s'occupe de vos oignons"
Roughly meaning "We'll take care of your business", the headline plays on a French idiom that literally refers to onions. The expression is taken literally to create a direct connection with the featured product.
"Purée que c'est bon"
Roughly meaning "Wow, that's good!", the headline plays on the French word purée, which can be used as a mild exclamation but also literally means mashed potatoes. The phrase works both as a spontaneous reaction to something delicious and as a direct reference to the featured product.
"On est tous fanes des petits prix"
Roughly meaning "We're all fans of low prices", the headline plays on the similarity between fanes (carrot tops) and fans. A characteristic part of the vegetable becomes a way of expressing enthusiasm for the promotion.
Rédaction d’accroches pour une série de cartes de vœux
