French retailer Carrefour has continued in its attempt to overcome its pricey image with the launch of a campaign in its home market to highlight the company's value credentials.

Carrefour has launched a "1 euro menu" campaign, with six different menus at a cost of EUR1 (US$1.47) per person or less. The meal plans have been created from its Carrefour Discount range, which was launched in May.

"In a nutshell, this campaign is part of the new claim of Carrefour: the positive is back," a spokesperson for the company told just-food.

Carrefour has struggled in its domestic market, with sluggish sales resulting in declining market share and profitability.

"For Carrefour, the aim is to meet customers' expectations with offering quality products at low prices. In a context of economic crisis in which customers look out for their budget, Carrefour aims at ensuring some quality of life for its customers," the spokesperson added.

The campaign features TV, online and in-store marketing.

The six menu offers are a "tonic meal", "traditional meal", breakfast, "Spanish meal", "Italian meal", and "diet meal".