Choose Better

A sustainability programme launched from a Carrefour store built in the COP28 Blue Zone at Expo City, structured on three pillars: For You, For the Planet and For Communities. It rates products for environmental impact on shelf labels, uses blockchain traceability to show sourcing, and rewards shoppers for choosing local produce, with a sustainability rating partnership with HowGood.

The brief

UAE shoppers who want healthier, greener and more local choices but find it hard to judge products on the shelf.

The idea

Carrefour opened a store at Expo City's COP28 Blue Zone to launch Choose Better, with shelf labels rating environmental impact, blockchain traceability on sourcing and rewards for buying local.

What to borrow

Putting ratings on the shelf moves sustainability from a corporate claim to a decision the shopper makes at purchase.

Brand	Carrefour
Agency	Not named on the source
Talent	Not named
Channels	in-store, digital, on-ground
Source	Communicate Online