Public Relations department wins the award in golden paperclip competition

The jury of the competition, consisting of practitioners and experts from the PR industry, media and representatives of business and non-governmental organizations, recognized Carrefour for the Democratization of BIO project, which is part of the "Carrefour 2022" strategy. It is a comprehensive project implemented by the PR department since September 2018 and directed to consumers, farmers, processors, institutions, agricultural organizations and scientific communities, popularizing bio products and stimulating their development in Poland. BIO democratization takes place through a series of unique Carrefour initiatives and responds to the largest global environmental, health, social and economic challenges.

The aim of the awarded project was to inspire various stakeholder environments to support the development of the bio market in Poland and motivate them to joint actions for it and to create the image of Carrefour as a company that cares about the quality of offered products, the development of Polish agriculture and the health of Poles. The PR strategy was based on communication with the agricultural environment, reaching key leaders and inspiring them in undertaking activities for the development of bio. As part of this project, cooperation was established with the scientific community (Prof. Ewa Rembiałkowska from the Warsaw University of Life Sciences - SGGW), institutions (Agricultural Advisory Centers) and other industry organizations (EKOŁAN, PIŻE Association). Many official letters have been prepared to encourage dialogue on the challenges of the organic products market, signed by the President of Carrefour Polska. The result of these activities was a series of meetings, including with the Minister of Agriculture and Rural Development, Jan Krzysztof Ardanowski. On the initiative of Carrefour Polska, we were also able to establish a Coalition for the Development of the Bio Food Market in Poland and organize the Eco Food 360 Congress, summarized by a special report. The competition application also includes a grant program implemented together with Polish NGOs from the Carrefour Foundation and aimed at Polish organic farmers, as well as an announcement of the Carrefour Bio store opening.

As part of the project, the PR department produced a total of over 100 press releases and social media entries, which generated almost 600 free publications worth over 1.7 million PLN, including. among others in Rzeczpospolita, Gazeta Wyborcza, Dziennik Gazeta Prawna, Puls Biznesu, Newsweek and Wprost. The PR department also mobilized the sales department to establish business relationships with organic farmers, and the marketing department to implement an educational campaign on bio among consumers. In 2019, Carrefour stores achieved a double-digit increase in sales of bio products compared to the same period last year.

In this year's edition of Golden Clips, a record number of 331 projects were submitted. The jury of 80 people awarded 83 awards in 31 competition categories.