Carrefour China launched the largest branding campaign ever in the country at the end of last year, the retailer announced.
With the slogan "There is a trust, we call it Carrefour', the advertising campaign includes two videos which promote fresh produce and food safety.
In one video, a young Chinese boy with X-ray vision can see the faults that exist in fruits and vegetables, protecting his family from poor produce. Eventually he is put to work in a laboratory to identify any defects, highlighting Carrefour's professed commitment to food quality and safety.
A second video features a young Chinese girl enjoying the 'fruits' of nature, including mushrooms and grapes, emphasising Carrefour's work with local growers.
The campaign has been running since November 2016.
Initially it was launched as a television campaign, and also circulated on the WeChat social media network, similar to Facebook and extremely popular in China.
At least ten more movies will be released to Chinese citizens within the next two years, the retailer said.
Recently, there has been a push by Carrefour to expand ecommerce access in China.
It now offers the service in Shanghai, Beijing, Chengdu, Kunming, Wuxi and Suzhou, and announced it was rolling out its e-commerce offering to the city of Wuhan in mid-January.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
