Industry: Food / Office: Rotterdam

The Challenge

FrieslandCampina wants to gradually position Optimel as a healthy brand that caters to the deliberate daily needs of today’s active, discerning man and woman. This in-store shopper activation campaign must create a new incentive to associate Optimel with a healthy lifestyle by linking it with yoga, Bali, mindfulness etc.

Concept & Solution

Using the Brown Paper Process Mapping method, we developed two relevant concepts – The theme “Enjoy your moment with Optimel” for activation throughout the Netherlands and a regional theme “For Optimel, everyone comes first” for the Nijmegen area to support the “Marikenloop” run. Both concepts are in line with Optimel’s positioning and brand mission and they appeal to the target group’s lifestyle.


We have realised on-pack communication and various in-store POS-materials, a contest with a look and feel that fits with the #fitgirls lifestyle. A regional spin-off to motivate and activate women, girlfriends, mothers, daughters and sisters to register together for the “Marikenloop” run.

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