Option consommateurs, a non-profit association dedicated to helping consumers and defending their rights for over 40 years, is launching an information campaign on consumer traps in grocery stores, in collaboration with Archipel.
After analyzing the business practices of grocers and the food industry, the association identified 6 common tactics aimed at encouraging consumers to make impulse purchases and fill their baskets with items they don't need, both in-store and online.
“Shrinkflation, strategic placement of items in stores and personal information collected through loyalty cards are just a few examples of the tactics used to make consumers feel trapped when shopping. It's important for us to give them the tools to make informed decisions and feel more in control of their shopping baskets,” says Christian Corbeil, General Manager of Option consommateurs.
Under the motto “Grocery shopping shouldn’t be scary”, the campaign aims to inform consumers about these terrifying business practices, so that they can identify and circumvent them. Inspired by an iconic horror movie scene, the campaign illustrates the anxiety consumers can feel when they have to shop.
“It's always fun to include a nod to popular culture in an advertising campaign, especially with such a cult film. It allowed us to convey a powerful message while striking a chord,” says Michel Barrière, Creative Director at Archipel.
This mass-market campaign is broadcast across Canada on a variety of digital platforms. Its advertising messages redirect to the project's dedicated web page.
The “Grocery shopping shouldn’t be scary” campaign was made possible with funding from the Contributions Program for Non-profit Consumer and Voluntary Organizations by Innovation, Science and Economic Development Canada. The opinions expressed in this campaign are not necessarily those of Innovation, Science and Economic Development Canada or the Government of Canada.
Credits :
Client : Option consommateurs (Marie-Pier Mondor, Marie-Ève Dumont)
Creative agency : Archipel creative synergy
Strategy : Pascal Nadeau
Creative director : Michel Barrière
Creative team : Ben Duquette et David Fernandez
Infography : Vincent Théorêt, Yanis Khabet
Consulting : Yves-André Lyonel Vallès
Media strategy and planning : Challenge media, Guylaine Racine
Director : Félix Charest
Photography : Le Quartier studio
Video production : Le Quartier studio
Sound mix : Martin Rouillard
