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Les jours bleus 2010

Jours Bleus 2010 poster

In January and February 2010, Findus, Labeyrie, Connétable and the MSC in partnership with the Carrefour Group joined forces to launch les Jours Bleus (the Blue Days), a nationwide in-store campaign in France. The campaign aimed to promote certified sustainable seafood in France. It brought frozen, chilled and canned products into one bespoke promotional display, front of the store.

 

Campaign aims

The campaign helped French consumers make positive environmental choices when buying seafood. It was the first ever in-store campaign promoting MSC-labelled products to be organised in France.

Les Jours Bleus were designed to increase awareness of the MSC programme at the same time as enhancing the sustainability credentials of the participating seafood brands and retailer.

Campaign dates

More than 1,000 Carrefour Market and 200 Hypermarchés Carrefour took part in the campaign with a wide range of MSC-labelled products on display, from:
•    27 January - 2 February 2010 in Carrefour Market 
•    16 - 23 February 2010 in Carrefour Hypermarchés

What our partners say

"For Carrefour, it is important to offer our customers seafood products that support the healthy management of our marine resources. The MSC is at the very heart of the Carrefour Group's seafood sourcing policy. We are committed to this path in order to offer our customers  a wider range of sustainable seafood products."

Hervé Gomichon, Global Quality Director
Carrefour Group


"The Connétable MSC-labelled range has been very successful since its launch in 2008 and we are delighted to join forces with Findus and Labeyrie to promote MSC sustainable seafood in Carrefour stores."

Jean-François Hug, CEO
Chancerelle


"We have been working hand in hand with the MSC for a number of years and we are delighted to see this joint-campaign become a reality throughout France. Each of these campaigns will help us raise consumer awareness about the conservation of our marine resources."

Steven Libermann, Marketing & Development Director
Findus France


"Our commitment to sustainable seafood is part of our company's strategy. Our MSC-labelled products represent a significant part of our sustainable range. We are glad to be part of this campaign."

Xavier Gaudio, CEO
Labeyrie

 

 

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