Carrefour Polska has launched the second edition of its 'BIO na Zdrowie' ('Bio for Health') campaign to inform consumers about the benefits of organic food.
The campaign also highlights the retailer's lowest price offerings in this segment, aimed at encouraging more customers to buy organic products.
Commercial and supply chain director at Carrefour Polska, Marek Lipka, said, "We observe that our customers are increasingly looking for healthy and unprocessed food.
"At the same time, price is a very important aspect of determining the purchase of selected goods. Thanks to the latest BIO na Zdrowie campaign, we want to show that the choice of eco products is not always associated with high costs."
'You Are What You Eat'
The campaign has adopted 'You are what you eat' as its slogan to strengthen the message and emphasise on the impact of organic products on human health.
As part of the offline campaign, the retailer has installed a poster campaign featuring a mother and a child in nine Polish cities. It will also share the campaign in selected parenting and lifestyle publications between September and November 2019, and has launched a television commercial highlighting the benefits of fruit and vegetables.
Online Campaign
The online campaign will include various elements that will be shared on Carrefour's website as well as its Facebook, Instagram, and YouTube channels.
It will include several inspirational educational materials on organic food.
It has collaborated with the well-known parenting blogger Bakusiowo and food professor Ewa Rembiałkowska to create a series of educational materials.
'Inspirational Video Content'
Michał Sacha, from Carrefour Polska's marketing, digital, IT, E-commerce and financial services division, said, "In the autumn edition of BIO na Zdrowie we put a lot of emphasis on creating inspirational video content. We wanted a substantive message that would present the benefits of organic products and the differences between conventional and organic products.
"In order to satisfy the curiosity of the recipients about the functioning of organic farming, farmers and organic producers will appear in selected videos. There will also be video materials promoting the organic offer available in Carrefour stores."
In 2019 the sales of organic products increased twofold compared to the previous year, the retail giant said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
