{"id":149127,"date":"2026-06-01T12:43:14","date_gmt":"2026-06-01T10:43:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=149127"},"modified":"2026-06-01T12:43:16","modified_gmt":"2026-06-01T10:43:16","slug":"delhaize-neemt-risico-met-wk-stickeractie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/delhaize-neemt-risico-met-wk-stickeractie\/","title":{"rendered":"\u201cDelhaize neemt risico met WK-stickeractie\u201d"},"content":{"rendered":"\n

Met een stickeractie die vorige week van start ging, wil Delhaize<\/strong> meesurfen op de aandacht voor het komende WK voetbal. Een voorbeeld van \u201cambush marketing\u201d, aangezien de retailer geen offici\u00eble partner is van de Belgische voetbalbond of FIFA.<\/p>\n\n\n\n

\u201cHet Belgi\u00eb-gevoel ondersteunen\u201d<\/h2>\n\n\n\n

Van 28 mei tot en met 8 juli krijgen shoppers in de Belgische en Luxemburgse Delhaize-winkels bij elke aankoopschijf van 15 euro een zakje met daarin 1 herbruikbare sticker en 1 tattoo. Op de stickers prijken geen bekende voetballers, wel symbolen van de deelnemende landen, om op een poster te kleven waarop ook een invulbaar speelschema van het WK staat. De actie roept vragen op, omdat Delhaize geen offici\u00eble partner is van de Rode Duivels, de Belgische voetbalbond of FIFA, terwijl merken als Jupiler, C\u00f4te d’Or of ING w\u00e9l forse sommen betalen voor marketingacties rond het WK.<\/p>\n\n\n\n

De supermarktketen ontkent echter het randje op te zoeken. \u201cWe willen mee het Belgi\u00eb-gevoel ondersteunen, met dien verstande dat we niet rechtstreeks mogen verwijzen naar de Rode Duivels of het WK. Maar dat wil niet zeggen dat we geen voetballen mogen verkopen of tricolore versieringen aanbrengen. We surfen met dit soort acties mee op de sportzomer, maar blijven binnen de grenzen van wat juridisch is toegelaten<\/a>\u201d, zegt woordvoerder Roel Dekelver tegenover Het Nieuwsblad.<\/p>\n\n\n\n

Het is een voorbeeld van wat men in marketingtermen \u201cambush marketing\u201d of hinderlaagmarketing noemt: een creatieve reclamestrategie waarbij een merk meelift op de publiciteit van een groot evenement, zonder de torenhoge kosten voor offici\u00eble sponsoring te betalen. Een strategie die evenwel een juridisch risico inhoudt, zegt advocaat Bart Van Besien, gespecialiseerd in intellectuele eigendom, aan de krant. De Belgische voetbalbond (KBVB) wil er geen zaak van maken, maar wereldvoetbalbond FIFA zou w\u00e9l kunnen reageren, aangezien ook de term WK is beschermd als merk.<\/p>\n","protected":false},"excerpt":{"rendered":"

Met een stickeractie die vorige week van start ging, wil Delhaize meesurfen op de aandacht voor het komende WK voetbal. Een voorbeeld van \u201cambush marketing\u201d, aangezien de retailer geen offici\u00eble partner is van de Belgische voetbalbond of FIFA. <\/p>\n","protected":false},"author":3,"featured_media":149128,"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":[18],"tags":[],"people":[],"extra":[],"company":[196],"topic":[488],"region":[90],"class_list":["post-149127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-delhaize","topic-marketing","region-belgie"],"acf":[],"yoast_head":"\n\u201cDelhaize neemt risico met WK-stickeractie\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Met een stickeractie die vorige week van start ging, wil Delhaize meesurfen op de aandacht voor het komende WK voetbal.\" \/>\n<meta name=\"robots\" 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