At the start of this year, Carrefour Belgium tapped into the zeitgeist and the needs of Belgians. As the country’s third-largest retailer, supported by Publicis Groupe, Carrefour aims to ease daily life with a new campaign: *Everything for Your Haaaaa…*. It’s a distinctive, relevant, and memorable promise.

Haaaaa… That universal sigh of relief when everything falls into place has been embraced by Carrefour as the centerpiece of its new communications.

This concept takes center stage in a new TV commercial, kicking off the campaign.

In a deliberately exaggerated style, the ad shows tense consumers with their heads literally hunched into their shoulders. They suddenly relax upon hearing Carrefour’s voice-over offering solutions to their problems. The retailer positions itself as the supermarket that always delivers what customers need: quality at low prices, a wide selection of food and non-food items, Belgium’s largest range of organic and vegetarian products, 500 stores open on Sundays, and, of course, promotions.

The visual and vocal gimmick is further reinforced by a new sonic branding by Sonhouse—upbeat and unforgettable.

The TVC is already on-air and will be accompanied by a comprehensive rollout including radio, online videos, social media, OOH and DOOH ads, and in-store activations.

Valérie De Smet, Brand & Services Marketing Manager at Carrefour, commented on the campaign:
“While the idea of lightness quickly emerged as the strategic cornerstone, it was the simple, emotional, and intuitive expression of this lightness that pleasantly surprised us with Publicis Groupe’s new creative team. This campaign proves that even after over a decade of collaboration, Publicis Groupe and Carrefour can reinvent themselves through fresh, distinctive communication.”

With this campaign, Publicis Groupe not only gives people reasons to shop at Carrefour but also offers consumers a refreshing burst of positivity. Because life is more enjoyable when it feels lighter.