Number of visitors at hypermarket Carrefour increases spectacularly thanks to BBDO. Fake News or not?

In March, there is so much happening at Carrefour that some would say the promotions are ‘’Fake News’’. Is it true that there is actually a hypermarket to win?

The line “If it’s true, it’s at Carrefour” concludes each theme. Spend at least 40 euros or answer 3 questions of the online “Fake News or not’’ quiz and claim an aisle of the hypermarket. For example, you can win the fish aisle or textile aisle for free for one year.

The campaign started with a “Fake News or not activation” in a few train stations: “Tomorrow, free distribution of rabbits in your station”. The news seemed to be true, though the rabbits were actually made out of chocolate.

The activation didn’t go unnoticed thanks to Fake News bus shelter posters, Fake News e-mails, a Fake News newspaper, Fake News flyers and above all, a lot of Fake News customized social ads that were addressed to different target groups with promotions specifically for that audience. (Let’s hope Facebook doesn’t block them).

The campaign runs from the 13th of March until the 8th of April 2019.


  • Client


  • Contacts

    Dave Froidcoeur
    Ophélie Content
    Sophie Lerouge
    David Kestermans

  • Agency


  • CD

    Jan Dejonghe

  • Creative Teams

    Pierre Rousseau & Vincent De Roose
    Ariane Floderer & Giles André
    Vincent Abrams

  • Social creatives

    Adnan Chechima
    Ophélie Blockmans

  • Strategic Planner

    Samuel Eggermont
    Franky Willekens
    Dirk Peremans

  • Account Team

    Désirée Van den Eynde
    Lore Desmet
    Sanah Walravens-Hjiyer
    Daniel Schots
    Axelle Cannaert

  • Design

    Christophe Malotaux
    Elena Haniotakis

  • DPM

    Karlien Fabré

  • TV Producer

    Marlies Neudt
    Leslie Verbist

  • Video editing

    Dejvi Vandeveire
    Jasper Vanhauwaert

  • Long copy

    Martijn Beckers
    Manu De Wit
    Andy Vandeborne

  • DTP

    Ilse Degoeyse

  • Intern

    Eline Delboo