Marjane Group has won the award for the most creative campaign linked to the 2025 Africa Cup of Nations at the GAM Impact & Creative Awards.
The prize was given on 5 March by the Groupement des Annonceurs du Maroc (GAM), which represents companies that invest in advertising in Morocco.
The award recognised a campaign Marjane launched during the football tournament. Judges said the campaign stood out for its creative idea and the attention it attracted during the competition.
The jury included people working in advertising, market research and football.
Marjane said the award recognised the work of its teams and their efforts to build a campaign around one of Africa’s biggest football events.
Founded in 1984, the Groupement des Annonceurs du Maroc brings together more than 100 companies from different industries. The GAM Impact & Creative Awards recognise advertising campaigns that combine strong ideas with clear results.
Marjane is one of Morocco’s largest retail groups. It opened its first hypermarket in Rabat in 1990 and has since expanded across the country.
Today the group runs more than 170 stores in about 40 cities. It processes more than 100 million purchases each year and employs more than 13,000 people.
Marjane operates several store brands, including Marjane hypermarkets, Marjane Market supermarkets, Marjane City neighbourhood stores and Electroplanet, which sells household appliances and electronics.
The company has also increased the number of products made in Morocco sold in its stores. Between 2022 and 2024, the number of locally produced items rose by 50%, reaching more than 3,200 products.
Through its Filière M programme, launched in 2021, the retailer works with more than 60 farmers and cooperatives to supply fresh food produced with fewer pesticides and antibiotics. Some farms in the programme have cut water use by up to 50%.
Marjane has also invested heavily in online shopping, spending about 250m dirhams in recent years.
Its online marketplace Marjanemall allows customers to buy products on the internet. New logistics centres for fresh food planned for 2025 and 2026 aim to improve storage and home delivery.
