HEMA advocates the fact that the retailer is for everybody. As The Netherland's no.1 retail love brand, HEMA is constantly finding ways to show and prove this love in return. Our objective is to make people HEMA's brand love in return. No matter your gender or sexual orientation.

We targeted the LGBT community by seeding the news about the T-shirts, and making them exclusively available to them first. The next day, the news was spread via traditional press channels. Simultaneously the news started to spread on social channels with hashtags such as #limited #rookworst #hema and #europride2016. 24h after the press release, the T-shirts became available in shops. Every outlet selling the shirt,s saw a crowd gather before the shops opened. All shirts sold out within 36 hours. Because of the popularity, HEMA decided to print an extra batch.