When our first ‘Little Shop’ campaign became the most successful promotion ever in Albert Heijn’s history, we knew we had a winning concept. We’d come up with the idea of making incredibly detailed miniatures of popular branded products. Think: Nutella, Heinz Tomato Ketchup, Kellogg’s Cornflakes, Mars Bar, Coca-Cola. Children could swap them in the playground or ‘sell’ them at home in our pop-up cardboard Dutch store, modelled on Albert Heijn’s very first shop; a nod to the supermarket chain’s 125-year heritage.
Remarkably, the award-winning loyalty campaign captured the imagination of both children and adults. And in just 5 weeks, 50 million miniatures made their way across the Netherlands, a country with a population of just under 17 million. In fact, it was so successful that we went on to create similar tailor-made campaigns for numerous other retailers around the world.