Industry: Food / Office: Rotterdam

The Challenge

Develop a thematic activation program for Unilever’s multi-brands. Concept and fulfilment should have a high ‘talkability’ factor to boost sales. Albert Heijn will run the shopper activation campaign during the summer.

Concept & Solution

Research shows that many people in the Netherlands do ‘staycations’ and that many take products from home with them when they go on holiday. Through old Dutch proverbs, such as the famous “east or west, home is best” the concept is realised. It plays into the staycationers’ sensibilities through one-liners and their own sayings.


A variety of in-store POS-materials, the ‘east or west, home is best’ app and the online sharing of proverbs, activate the staycationers, family, friends, neighbours and indirectly those who are about to leave on or are returning from their holiday.

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