EthicMark® Best Advertising Campaign Non-Profit Winner
Carrefour’s “Black Supermarket” produced by France-based, global food retailer to protest outlawing of healthier seeds and agriculture
EthicMark® 2019 Best Advertising Campaign For-Profit Winner – Carrefour “Black Supermarket” was produced by the French food retailer to protest and ultimately change the European Law dictating which seeds were eligible for sale and cultivation. 97% of healthier vegetable, cereal and fruit species grown by small farmers were illegal – and almost all of the authorized species were laboratory-engineered seeds from agri-chemical industries. Carrefour created the “Black Supermarket” campaign to help consumers become aware of the “illegal” naturally-grown varieties, recruiting farmers to join the movement, while giving them a 5 year purchase commitment for their produce. As a result, in April 2018, the 40 year prohibition law was overturned.
Founded in 2004 by sustainability pioneer and renowned futurist Hazel Henderson, the EthicMark® Awards demonstrate the power of advertising and marketing campaigns to inspire, focus on global sustainability, human potentials, and further both public and private legitimate interests. Winning campaigns uphold high standards of truth, integrity, responsibility, transparency and fairness, respecting diversity and refraining from behavioral manipulation, greenwashing, instilling fear or misusing brain science.