{"id":72617,"date":"2023-02-17T08:09:00","date_gmt":"2023-02-17T07:09:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=72617"},"modified":"2023-02-17T08:09:03","modified_gmt":"2023-02-17T07:09:03","slug":"albert-heijn-lance-sa-premiere-campagne-dimage-en-belgique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/albert-heijn-lance-sa-premiere-campagne-dimage-en-belgique\/","title":{"rendered":"Albert Heijn lance sa premi\u00e8re campagne d&rsquo;image en Belgique"},"content":{"rendered":"\n<p>Pour la premi\u00e8re fois en Belgique, <strong>Albert Heijn<\/strong> d\u00e9balle une campagne d&rsquo;image \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio, en ext\u00e9rieur et en ligne : dans une s\u00e9rie de vid\u00e9os humoristiques, le d\u00e9taillant explore la fronti\u00e8re entre divertissement et publicit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dans les coulisses<\/h2>\n\n\n\n<p>Avec la s\u00e9rie de vid\u00e9os \u2018<a href=\"https:\/\/dewereldinhetkleijn.be\/\">De Wereld in het Kleijn<\/a>\u2019 (<em>le monde en petit<\/em>), Albert Heijn veut montrer aux consommateurs flamands ce que repr\u00e9sente la marque. Le d\u00e9taillant emm\u00e8ne ses clients dans les coulisses du magasin, o\u00f9 beaucoup de choses se passent pour rendre une meilleure alimentation accessible \u00e0 tous : la s\u00e9rie tourne autour d&rsquo;une \u00e9quipe d&#8217;employ\u00e9s (fictifs) d&rsquo;Albert Heijn, dirig\u00e9e par la directrice du supermarch\u00e9, Lina. C&rsquo;est la premi\u00e8re vague d&rsquo;une campagne de marque qui accentue les prix bas et la gamme surprenante.<\/p>\n\n\n\n<p>\u00ab&nbsp;C&rsquo;est une campagne diff\u00e9rente des autres, qui met imm\u00e9diatement l&rsquo;accent sur l&rsquo;ADN de notre marque. Albert Heijn Belgique va toujours un peu plus loin : dans son assortiment, ses prix, ses innovations &#8211; et maintenant aussi dans sa communication. Nous prenons cette promesse tr\u00e8s au s\u00e9rieux, mais pas nous-m\u00eames. Vous pouvez le constater dans \u2018Le monde en petit\u2019, qui est devenu un m\u00e9lange de surprise, d&rsquo;\u00e9motion, de reconnaissance, de propositions audacieuses, d&rsquo;humour et d&rsquo;autod\u00e9rision&nbsp;\u00bb, d\u00e9clare Els Lagrou, directrice du marketing chez Albert Heijn.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Connection avec les consommateurs<\/h2>\n\n\n\n<p>Pour concevoir et d\u00e9velopper cette campagne, Albert Heijn Belgium a fait appel \u00e0 l&rsquo;agence Happiness. \u00ab&nbsp;Avec &lsquo;De Wereld in het Kleijn&rsquo;, la fronti\u00e8re entre le pur divertissement et la publicit\u00e9 s&rsquo;estompe&nbsp;\u00bb, explique Geoffrey Hantson, directeur de la cr\u00e9ation. \u00ab&nbsp;Et c&rsquo;est une bonne chose. Car le divertissement ne devrait plus \u00eatre le &lsquo;privil\u00e8ge&rsquo; des grandes plateformes internationales de streaming, mais aussi des marques commerciales locales. Surtout dans ce monde o\u00f9 l&rsquo;attention est extr\u00eamement fragment\u00e9e, il est tr\u00e8s juste, en tant que marque, de cr\u00e9er quelque chose avec lequel les consommateurs peuvent r\u00e9ellement se connecter.&nbsp;\u00bb<\/p>\n\n\n\n<p>La campagne touchera les Flamands par le biais de diverses plateformes, formats et canaux : elle commence aujourd&rsquo;hui avec un \u00e9pisode pilote de 8 minutes, des spots t\u00e9l\u00e9vis\u00e9s de 60 et 30 secondes, des spots radio, des affiches et plus encore.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour la premi\u00e8re fois en Belgique, Albert Heijn d\u00e9balle une campagne d&rsquo;image \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio, en ext\u00e9rieur et en ligne : dans une s\u00e9rie de vid\u00e9os humoristiques, le d\u00e9taillant explore la fronti\u00e8re entre divertissement et publicit\u00e9. <\/p>\n","protected":false},"author":3,"featured_media":72614,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[44],"company":[123],"topic":[488],"region":[226],"class_list":["post-72617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-hot","company-albert-heijn","topic-marketing","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Albert Heijn lance sa premi\u00e8re campagne d&#039;image en Belgique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour la premi\u00e8re fois en Belgique, Albert Heijn d\u00e9balle une campagne d&#039;image \u00e0 la t\u00e9l\u00e9vision, \u00e0 la 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