For eight years, Dutch supermarket chain PLUS used a green band to make sure its store brand products were super recognizable for every customer. But in order to ensure that the store brand products’ style matches the PLUS ‘Clean Eating’ promise, the product now takes center stage on the packaging. PLUS’ employees had to be the first to be aware of this change. We came up with a creative approach to turn them into true store brand ambassadors. Starting with the coffee, because that was one of the first products to receive a new look.
Pride and involvement: that’s what we wanted to achieve among the employees. Which meant tasting and experiencing the store brand products together. But then COVID-19 happened, and strict corona measures made us limit getting together. Luckily, we found a solution to that.
The campaign theme became ‘Everyone enjoys the PLUS moment’. Because everyone deserves a moment to relax with a yummy cup of PLUS coffee: whether that’s at a supermarket location with a colleague, on your own, or with your parent or partner. For many, the regular ‘coffee moment’ remained an important time of the day.
We created four activating post cards and two campaign posters, which included humoristic oneliners with a nod to the product and the coffee moment. All (!) PLUS employees received these cards and were encouraged to invite a colleague, friend or family member over for a cup of coffee – at an appropriate distance of course. Cappucci-no or cappucci-yes? In addition, the campaign posters were hung in the company’s store cafeterias and the distribution centers… next to the coffee maker of course! The internal campaign resulted in many enthusiastic reactions among the employees.