CorsairFly, a French airline, was suffering from poor consumer awareness and a weak image compared to Air France, its rival and the dominant carrier in the market. With a small budget, they decided to focus on one segment of the traveling public. So rather than go after the oft-coddled business traveler, CorsairFly targeted the family with messages and media placements, including on supermarket shopping carts. It was part of the market they assessed were being treated as second class travelers, as their campaign would humorously point out.