Eurovision Star Yuval Raphael Becomes Carrefour's New Brand Ambassador
Translated & summarized from Ice by baba
Yuval Raphael, Israel's Eurovision 2025 representative, has been appointed as the new brand ambassador for the Carrefour retail chain in Israel, in a deal worth hundreds of thousands of shekels. The campaign aims to refresh Carrefour's image and reach a younger audience. Raphael, a survivor of the October 7th Nova festival attack, recently shared her recovery journey. This ambassadorship represents a significant career and commercial boost for the singer.
The story in 6 lines · by baba
- Yuval Raphael, Israel's Eurovision 2025 representative, is Carrefour's new brand ambassador.
- The deal is reportedly worth hundreds of thousands of shekels.
- The campaign aims to connect Carrefour with a younger and broader audience.
- Raphael is a survivor of the October 7th Nova festival massacre.
- She recently shared her journey of psychological recovery and resilience.
- This ambassadorship is a significant career and commercial step for Raphael.
Yuval Raphael, who will represent Israel at Eurovision 2025, has been selected as the new brand ambassador for the retail chain Carrefour in Israel. The deal, reportedly worth hundreds of thousands of shekels, marks a significant step in Carrefour's marketing strategy in the country, three and a half years after its launch.
The campaign, produced by the LEAD advertising agency, is set to launch soon on television and digital platforms. Raphael's participation is estimated to earn her hundreds of thousands of shekels, a figure confirmed by her representing agency, Yuli. This move signifies Carrefour's shift from government-supported, competition-focused advertising to independent brand investment, aiming to connect with a younger and broader audience.
Last year, Carrefour benefited from a government campaign by the Ministry of Economy, which invested approximately 25 million shekels to encourage competition. During that campaign, presenter Eli Yatzpan was reportedly paid around 238,000 shekels as a spokesperson.
Raphael, a singer-songwriter, is a survivor of the Nova music festival massacre on October 7th, where she hid in a shelter near Re'im. After a period of psychological recovery, she gained national recognition by winning "The Next Star" and securing her spot representing Israel at Eurovision. She recently shared a poignant post reflecting on her experience at the Nova site, describing it as a place of rebirth where the "earth still bleeds." She spoke about the painful dissonance and her long recovery process, emphasizing that achieving dreams requires mental well-being first. Raphael noted that since October 7th, everyone has been reborn, learning to navigate life anew and that it's okay not to be strong all the time, thanking the nation for demonstrating survival and resilience.
This new ambassadorship is seen as another major career advancement for Raphael, leveraging the brand value she gained from Eurovision. She is proving to be not only a rising star in Israeli music but also a commercially appealing personality, extending her reach from European stages to supermarket shelves. The public's reaction to this new brand association remains to be seen.
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