Carrefour has launched a campaign highlighting six menu ideas at less than e1 (86p) per person.

Produced by Publicis, the campaign will run on TV and in the grocer’s 1,200 French stores.

The menus, made using Carrefour own-branded products, are intended “to reduce the daily food bill while purchasing power is at the heart of all daily concerns”, said Carrefour.

The initiative is part of Carrefour’s new “positivity is back” strategy and is designed to highlight the price-competitiveness of the chain, which has been suffering from a high price perception. In addition, the campaign will help promote the Carrefour Discount economy private label, introduced in May.