Case Study: CSR approach Carte Noire

Towards responsible consumption

Following the success of its campaign “The Nuances of Grain,” Carte Noire has partnered with GLOBE Group to promote its BIO range while affirming its commitment to 1% for the Planet. Brand responsibility has become a key factor in the purchasing process. Increasingly, consumers prefer companies that demonstrate a genuine environmental commitment. However, the phenomenon of greenwashing has eroded customer trust, leading them to demand concrete evidence of brands’ commitments. In this context, it is essential for companies to prove their authenticity and transparency to gain consumer trust.

Carte Noire Commits to the Planet

GLOBE Groupe has created an eco-designed and 100% recyclable theatrical display. With the “Enjoy a Generous Coffee for the Planet” initiative, Carte Noire sets up its plant-based coffee shop in supermarkets and takes the opportunity to clearly express its commitments to organic products. For a transparent, reassuring, and educational approach, explanatory messages have been provided on each support to explain how shoppers can engage in preserving the planet through their purchases of the BIO range.

The purpose of this communication is to truly remind shoppers that the pleasure of enjoying their hot beverage is not separate from an engaged action. The coffee beans adorned with vegetation evoke the bright colors of a revitalized Earth, adding a dimension of hope and renewal for the environment. This message not only attracts but also involves the shopper in the Carte Noire adventure.

The “1% for the Planet” endorsement and an explanatory note about the initiative have been added to each product in the organic range. To encourage consumers to participate in the initiative and provide concrete evidence of Carte Noire’s commitment, GLOBE Groupe has developed a shopper-winning instant mechanic through a dedicated mini-site.
By purchasing 2 products from the organic range, shoppers can try their luck at winning appealing prizes that align with the campaign’s theme. This phygital shopper campaign, already mentioned in the press, was activated until March 2022.

Sources:
Imediacenter, Sustainable Brands Study, 2021
Nielsen ScanTrack CAM P2 2021