Black Supermarket by Carrefour
In Europe, thousands of seed varieties are banned from sale—not because they’re dangerous, but because they’re not registered in official catalogs. This means biodiversity is quietly disappearing from our plates. Carrefour, one of Europe’s largest retailers, decided to challenge this with “Black Supermarket”—a campaign that sold illegal fruits and vegetables in-store to protest outdated seed laws. It wasn’t just a stunt—it was a demand for agricultural reform.
Campaign Overview
Developed by Marcel Paris, “Black Supermarket” launched in 2017 across France. Carrefour partnered with farmers to grow fruits and vegetables from banned seeds—varieties like black tomatoes, purple carrots, and ancient wheat strains. These were then sold in a special section of Carrefour stores labeled “Black Supermarket.”
The campaign included a documentary-style film, in-store signage, social media content, and a petition to change seed laws. Carrefour also committed to supporting farmers who grow unregistered varieties, helping preserve agricultural heritage.
Campaign Objective
Carrefour aimed to:
Raise awareness about seed law restrictions that limit biodiversity
Position itself as a champion of sustainable agriculture and food freedom
Pressure lawmakers to update regulations around seed registration
Reinforce its brand values of transparency, innovation, and environmental stewardship
The campaign’s goal was to make biodiversity visible—and edible.
Execution
In-Store Activation: Carrefour created “Black Supermarket” sections featuring banned produce, complete with educational signage.
Product-as-Protest: Illegal fruits and vegetables were sold openly to spark public debate and media coverage.
Campaign Film: A short documentary explained the issue and showcased farmers growing forbidden varieties.
Petition & Advocacy: Carrefour launched a petition to reform seed laws, gathering public support and lobbying policymakers.
Farmer Partnerships: The brand worked with local producers to source and promote biodiversity-rich crops.
Brand Impact
“Black Supermarket” positioned Carrefour as a leader in ethical retail and environmental advocacy. It resonated with consumers, farmers, and lawmakers alike. The campaign also helped shift public perception of Carrefour from corporate giant to cultural ally—one that cares about what ends up on our plates and where it comes from.
Results
The Black Supermarket Campaign achieved remarkable results, generating over 5 million campaign views in its first month and securing thousands of petition signatures. The initiative contributed to seed law reform in France in 2020, allowing the sale of unregistered seed varieties, and earned top industry honors, including the Cannes Lions Grand Prix in PR and the Glass Lion for Change. The campaign also significantly elevated Carrefour’s sustainability credentials across Europe, reinforcing its commitment to environmental responsibility.
Lessons Learned
“Black Supermarket” teaches us that products can be protests. The campaign also shows the power of breaking the rules to fix the system—when done with purpose and transparency. And finally, it proves that retail spaces can be platforms for education and change, not just consumption.
