“What do I want to be when I grow up?” It’s back-to-school in Europe, the time when this question makes its way to the foreground.  Publicis Conseil and Carrefour have entered students’ favourite playground, Fortnite, to introduce them to the wide range of professions that work every day to make food more accessible and more responsible.

The campaign includes four entertaining mini-games and a map built around them highlighting key professions across the food ecosystem:

    • The producer, introducing the Group’s commitments to the farming community. Each player must try to maximise production to achieve the best possible harvest.

    • The delivery driver, highlighting the teams that ensure product freshness and keep stores well stocked. Players step into the shoes of a delivery driver and race against the clock.

    • The department manager, offering a better understanding of the challenges of customer experience. Players must remain extremely vigilant, spotting the slightest disorder and keeping the department immaculate while facing infiltrating teams.

    • The Product Innovation Project Manager, presenting the retailer’s innovation momentum, with more than 1,000 new products every year. Players take on the role of a product manager and fend off waves of attackers to protect the retailer’s innovations.

The initiative was designed to reach all players, particularly younger generations, by enabling them to discover Carrefour from a new perspective – through the professions that support the food transition every day, its commitments and its Act for Food mission. The activation aims to strengthen the brand’s cultural relevance, present its commitments, and attract new talent through a creative approach with strong viral potential.

The campaign will roll out across France, Spain, Brazil and Belgium, including a 30-second trailer, digital and social content, DOOH, CRM and in-store materials.

Each market will also bring the campaign to life through its own locally tailored amplification strategy, leveraging influencer activations, student fairs and events, partnerships and other market-specific initiatives, to extend its reach and impact across markets in ways that resonate locally.