"Groceries With A Message" Battle On Facebook

The Biggest Dutch retailer Albert Heijn involves consumers in sustainable message with "Groceries with a message" battle on Facebook.

Yesterday Albert Heijn launched a Facebook app with an animation of two sustainable products battling for the most Facebook likes. Fans can vote by liking their favourite product. The sustainable product that receives the most likes will get a 50% discount in stores the week after. After the campaign, an infographic will be given back to the community, providing insights to the effects of the choice made by consumers.

Through this activation, but also by giving the opportunity to ask questions and give tips, Albert Heijn wishes to actively involve their customers in their sustainability message and inspire them to make sustainable choices. After all Albert Heijn feels that, together with their customers, they can make a difference.

The Facebook activation is part of the overall campain “Doing more. Simply at Albert Heijn”, wherein products communicate their sustainable message on receipts, plastic bags, stickers and trucks.

Client: Meike van Es - Vriesendorp, Sanne Swinkels, Fleur Bernhard
Creatives: Ivar van der Hove (CD), Bert Kerkhof (CD), Matthijs Schoo, Rogier Verbeek
Strategy: Marc Leurs, Mijntje Cuijpers
Account: Esther Brouwer, Danielle Tanchette, Danielle Jonk
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