Albert Heijn: Beesie, the largest legion of Dutch Supporters

Agency name: TBWA\NEBOKO
Client name: Albert Heijn
Category: Integrated Communication

BACKGROUND

Albert Heijn is the largest supermarket chain in the Netherlands and, with approximately 850 stores, all offer a wide selection of quality and prices.

Albert Heijn is known for its successful (international) football campaigns. In 2010, Albert Heijn again set the ambitious goal of unleashing a new hype for the World Cup. Considering the increased number of supermarkets that also launched campaigns tied to the World Cup, the challenge was clear:

How can Albert Heijn again surprise the Netherlands with a high-impact and unique World Cup promotional campaign with the unmistakable Albert Heijn signature amidst the general World Cup promotional craze?

Summary

Albert Heijn created another World Cup hit with an innovative activation and high-impact communication. With the premium ‘Beesie’, a South African variant of the Dutch ‘beestje’, as the biggest little supporter of the Dutch team, Albert Heijn was able to excite legions of ‘Oranje’ fans. In real life and online, ordinary people and celebrities wore Beesies to show their support to the Dutch team. The ‘Oranje’ fans enabled Albert Heijn to break its own records and unleash a true hype. The Netherlands just missed winning the cup, but this cannot be blamed upon the biggest supporters of the Netherlands.

NATIONAL CONTEXT OF THE CAMPAIGN