Urban hymns: Bio c’ Bon repositions to ‘bring life to the neighbourhood’

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French organic food retailer Bio c’ Bon has announced a major brand refresh under the strapline ‘Bio c’ Bon d’habiter le quartier’. 

With its new urban neighbourhood themed campaign, Bio c’Bon (with 160 stores across Europe) is redefining its positioning around its accessibility in the heart of major cities. French organic industry commentators say this is likely to see a tilt towards meeting the consumption habits of urbanites, with a wider offer of on-the-go, snacking and ready-to-eat foods. 

In a statement, Bio c’ Bon (which has been owned by Group Carrefour since 2020), said: “The brand, which has reworked its positioning, wants to move from being a network of specialist organic stores to a network of specialist organic stores in the city centre”.

To reflect the new strategic thinking, around 100 Bio c’ Bon city centre stores will undergo a major overhaul. 

Recent efforts by the retailer to expand availability of products from France, and producers local to individual stores, will be strengthened with a campaign that aims to assert the Bio c’Bon brand as “a player in neighbourhood life” and “spreader of positive vibes”.

To publicise the new brand territory, a major print and digital marketing campaign launches today across France. Work will also begin on refreshing store facias and window displays, which will feature the work of local artists. 

Image: Bio c’ Bon

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