2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

Because we integrated, in times of pandemic, a recipe campaign with a social media trend: the Instagram filter. We found that this resource could become a great idea if we create special recipes to follow step by step how on https://www.carrefourmaroc.ma/carrefour-et-moi/recettes/recette-salees/ and generate a call to action to have fun cooking safely (at home), buy the products in the supermarket and share with the community the dishes.

Background

In 2020, Instagram's filters became a huge success. The pandemic aroused the interest of curious developers to create filters and people couldn’t get enough. So many filters became popular, but one goes viral. The one that popped in the head a question asked people to find out Which ___ are you? (Hero, Disney character, etc...) We propose to the brand develop a filter with the objective of creating a useful filter to give new recipes for the people.

Describe the creative idea (30% of vote)

We created 25 recipes with a famous Chef. We take pictures and upload to our website. Then we developed our own filter campaign and challenged people to try it and sending us a screenshot of the recipe they got and share with us the dish. The challenge was a fantastic opportunity for Carrefour to use a popular app common among people but not brands. It also jumped on the other quarantine trend of home cooking and helped people find recipes and the products they needed from the supermarket chosen by all: Carrefour.

Describe the strategy (20% of vote)

We use our social media fan pages, our website https://www.carrefourmaroc.ma/ , a celebrity chef, and two influencers to promote the filter: https://www.instagram.com/ar/338724327317289/ During 20 days our supermarket audience plays sharing recipes dish photos, cook in their homes and get some fresh ideas about what to cook next.

Describe the execution (20% of vote)

We create posts on Facebook and Instagram to challenge the audience. The influencers help us to explain how to participate in their Instagram Stories using the filter. The recipes have the name in the photo and they can found how to cook on the website https://www.carrefourmaroc.ma/carrefour-et-moi/recettes/recette-salees/

List the results (30% of vote)

Our challenge received over 21,700 entries and more than 320,000 impressions. We also had over 45,000 users using the filter. People are still using our filter today and sharing their dishes with us.