Albert Heijn – Football Stickers

Agency name: TBWA/NEBOKO
Client name: Albert Heijn
Category: Sponsorship/Joint Effort/Tie-in

BACKGROUND

Albert Heijn is the largest food retailer in the Netherlands. Although Albert Heijn’s market share has grown strongly over the last few years, one group of consumers is still under-represented in its stores: families with children. This group is very valuable to Albert Heijn, representing almost a quarter of all supermarket turnover.

An important objective was to attract more families with children. However, it is not Albert Heijn’s style to simply ‘buy’ market share through cheap promos. Instead, Albert Heijn wanted to create an added-value promotion that would generate extra turnover and build on the Albert Heijn brand. A promotion that could even create a nationwide hype.

The assignment: Launch a ground-breaking promotion to attract families with children to Albert Heijn.