{"id":72612,"date":"2023-02-17T08:03:49","date_gmt":"2023-02-17T07:03:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=72612"},"modified":"2023-02-17T17:34:42","modified_gmt":"2023-02-17T16:34:42","slug":"albert-heijn-lanceert-eerste-imagocampagne-in-belgie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/albert-heijn-lanceert-eerste-imagocampagne-in-belgie\/","title":{"rendered":"Albert Heijn lanceert eerste imagocampagne in Belgi\u00eb"},"content":{"rendered":"\n<p>Voor het eerst pakt <strong>Albert Heijn<\/strong> in Belgi\u00eb uit met een merkcampagne op televisie, radio, outdoor en online: in een reeks humoristische filmpjes verkent de retailer de grens tussen entertainment en reclame.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">In de coulissen<\/h2>\n\n\n\n<p>Met de videoreeks \u2018<a href=\"https:\/\/dewereldinhetkleijn.be\/\">De Wereld in het Kleijn<\/a>\u2019 wil Albert Heijn de Vlaamse consument tonen waar het merk voor staat. De retailer neemt de klant mee in de coulissen van de winkel, waar heel wat gebeurt om beter eten bereikbaar te maken voor iedereen: de reeks draait rond een team (fictieve) medewerkers van Albert Heijn, onder leiding van supermarktmanager Lina. Het is de eerste golf van een merkcampagne die ook de prijzen en het assortiment in de kijker plaatst.<\/p>\n\n\n\n<p>\u201cHet is een campagne die anders is dan de anderen en daarmee benadrukken we meteen het DNA van ons merk. Albert Heijn Belgi\u00eb gaat altijd net dat ene stapje verder: in assortiment, in prijs, in innovatie &#8211; en nu ook in onze communicatie. Die belofte nemen we erg serieus, maar onszelf niet. Dat merk je aan \u2018De Wereld in het Kleijn\u2019 \u2013 het is een \u2018feijne\u2019 mix geworden van verrassing, emotie, herkenbaarheid, straffe proposities, humor en zelfrelativering\u201d, zegt hoofd marketing Els Lagrou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Connecteren met de consument<\/h2>\n\n\n\n<p>Voor het bedenken en ontwikkelen van deze campagne deed Albert Heijn Belgi\u00eb beroep op het agentschap Happiness. \u201cMet \u2018De Wereld in het Kleijn\u2019 vervaagt de grens tussen puur entertainment en reclame\u201d, zegt creatief directeur Geoffrey Hantson. \u201cEn dat is goed. Want entertainment zou niet langer het \u2018privilege\u2019 mogen zijn van grote internationale streamingsplatforms, maar ook van lokale commerci\u00eble merken. Zeker in deze wereld van extreem versnipperde aandacht voelt het als heel erg juist om als merk iets te maken waar de consument ook \u00e9cht mee kan connecteren.\u201d<\/p>\n\n\n\n<p>De campagne loopt via verschillende platforms, formats en kanalen: ze start vandaag met een pilootaflevering van 8 minuten, tv-spots van 60 en 30 seconden, radiospots, posters en nog veel meer.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voor het eerst pakt Albert Heijn in Belgi\u00eb uit met een merkcampagne op televisie, radio, outdoor en online: in een reeks humoristische filmpjes verkent de retailer de grens tussen entertainment en reclame. <\/p>\n","protected":false},"author":3,"featured_media":72613,"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":[44],"company":[123],"topic":[488],"region":[90],"class_list":["post-72612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-hot","company-albert-heijn","topic-marketing","region-belgie"],"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 lanceert eerste imagocampagne in Belgi\u00eb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Voor het eerst pakt Albert Heijn in Belgi\u00eb uit met een merkcampagne op televisie, radio, outdoor en online.\" \/>\n<meta name=\"robots\" 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