Cibi e Bevande
Carrefour & Danone Join Forces with Five Other Food Industry Players and Win the 2021 Sirius Prize
Tasty, balanced recipes, rated Nutriscore A or B were published online in March 2020 and May 2021 on the "Carrefour.fr" website. All the recipes on offer were developed using products from national brands (Barilla, Danone du Monde Skyr, Knorr, La Vache qui rit, Le Rustique, Ben's Original™…) and Carrefour products. Most of the products on offer were made available on promotion, to allow everyone to cook balanced meals at affordable prices.
A targeted digital campaign in May 2021 drove traffic to the Carrefour.fr website, with three live cooking sessions featuring "750g" recipes made by their team of chefs. This fully collaborative project has had a real impact, gathering 1.5 million views on the live cooking sessions, +21% sales of organic products from the e-shoppers, an increase in fruit and vegetables purchases (+8%), index 110 on Nutriscore A and B products in the shopping carts of the e-shoppers that visited the page, and +18% references for the featured brands.
"Carrefour is convinced that with our partners, by working hand in hand, and with new technologies, we can support our customers towards a healthier and easier diet."
"We are committed to giving consumers the means to make better choices and supporting them in shifting their consumption habits, thanks to new digital technologies."
"For Barilla, it is essential to make healthier and more accessible recipes available."
"At Bel, we believe in promoting healthier behaviours, collectively."
"Providing healthy, tasty, convenient, accessible to all and quality products is in the DNA of Mars Food's mission of 'better food today, a better world tomorrow.'"
"Knorr helps promote home cooking, with convenient and delicious recipes for the whole family."
"For Savencia, it is about putting pleasure at the centre of the healthy and sustainable plate and facilitating more positive behaviours."
"It's great to see CGF members collaborating on this important subject and it's great to see such collective action driving positive change and empowering consumers to live healthier lives."
tcgfhealthierlives.com
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