French to English Marketing Advertising / Public Relations

Hello

The following was apparently said by Gérard Mulliez, the owner of Auchan

« Quand on n’a pas d’argent, on doit faire du beurre avec de l’eau », à propos de*** la devise de l’encadrement*** d’Auchan.

It has since been used by one or two others but has very few hits on Google.

I'd like to know what people make of and propose for ***la devise de l’encadrement***

Thanks