Created by Saatchi & Saatchi Taiwan and targeted at families, the through-the-line push also includes print, POS, direct marketing and PR.
"Carrefour in Taiwan realises its relationship with consumers is now so strong it can be confident enough not to scream, and confident enough not to talk about price," said Saatchis Taiwan CEO Chris Fay.
The commercial features popular TV and movie star Wang Yue, and opens with a shot of her working in the kitchen. Her daughter enters the room and comments on the tasty food, and is told by her mother to take a pack to her father, telling the audience, "...a woman like me needs dependable, quality life".
"We tailor-made the commercial for her and the Carrefour standard brand, because we want the consumer to trust the brand," said Julie Chu, Carrefour business director for Saatchis.
Carrefour upgrades from price to quality pitch
Carrefour Taiwan has rolled out a TV-led campaign emphasising the quality of its private label products, in a bid to capitalise on last year's price-centric marketing campaign.
