THE GPS QUALITY LABEL
|Client||AUCHAN RETAIL FRANCE|
|Category||C01. Integrated Mobile Campaigns|
|Title||THE GPS QUALITY LABEL|
|Entrant||SERVICEPLAN FRANCE Paris, FRANCE|
|Idea Creation||SERVICEPLAN FRANCE Paris, FRANCE|
|Media Placement||SERVICEPLAN FRANCE Paris, FRANCE|
|PR||SERVICEPLAN FRANCE Paris, FRANCE|
|Alexander SCHILL||SERVICEPLAN GERMANY||Global Chief Creative Director|
|Daniel PEREZ||SERVICEPLAN FRANCE||Chief Creative Officer|
|Dimitri GUERASSIMOV||SERVICEPLAN FRANCE||Chief Creative Officer|
|Fabien TEICHNER||SERVICEPLAN FRANCE||Chief Creative Officer|
|Ninon PERES||SERVICEPLAN FRANCE||Copywriter|
|Geoffrey POULAIN||SERVICEPLAN FRANCE||Art Director|
|Pierre GRIS||SERVICEPLAN FRANCE||Planner|
|Lydie BOCQUILLON||SERVICEPLAN FRANCE||Account Supervisor|
|Philippa CAVE||SERVICEPLAN FRANCE||Account Manager|
BackgroundOver the past years, Europe has been hit by a series of food scandals. Today French consumers don’t know where their food comes from. Because behind the labels and words, it’s difficult to know the truth. And that’s the point: where does our food really come from and under which circumstances has it been produced ? That’s why Auchan, one of France’s leading retailers, created: The GPS Quality Label campaign.
Describe the creative ideaAuchan, one of France’s leading retailers, has launched the GPS Quality Label campaign. Instead of coming up with promises that no one believes in anymore, Auchan has created the only quality label that shows precisely where the local farmers actually produce the products. This way, people can check the production quality and the origins of their food themselves.
Describe the strategyTrust, is what worries the most the French in terms of food in 2019. 80% of French people no longer trust their daily food (Kantar Worldpanel 2019) Why ? Because even today, access to information on the origin of the products is more than opaque and 76% of French people consider that brands and retailers do not give enough direct information on the manufacture and quality of their products, either in stores or in their communications. (Ipsos 2017) So in 2019, Auchan has decided to make access to this information simpler, more transparent and more entertaining to all French people so that they can have a window on the place where its product is manufactured, with a simple gesture. Auchan and the information changes into transparency.
Describe the executionTo promote local products certified by our GPS quality label, we have chosen the most local and targeted media, the French regional daily press. In-stores, we have marked each of our local products with a GPS quality label. This way, all those who only believe in what they see, just have to enter the GPS coordinates in Google Maps or to scan the QR code to check by themselves.
List the resultsAnd the campaign worked. The GPS QUALITY LABEL has quickly become a symbol of Auchan’s commitment to transparency and its fight to always offer quality products. Auchan saw an overall 12% increase in traffic and an impressive 25% increase in local products sales during the campaign. And that just goes to show that courage, truth and proof in advertising... sells.
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