For a retailer like Albert Heijn, the Christmas period is the most important time of the year. The competition within this category and industry is tough and fierce. In order to attract, engage and entertain the Dutch population, we created a festival, which claimed the market position of Albert Heijn as the premium destination for Christmas shopping. The objective was to help and serve the people to have an untroubled Christmas! Christmas dinner is the most important cooking event in the year for the home cook. Albert Heijn endorses that and provides their clients with all the help and inspiration they need. Therefore, we transformed the National Railway Museum into a magical Christmas station, in which all brands and products were presented and brought to live, to engage, inspire and serve the customers of the Dutch retailer.

We made fully use of the historical Railway Museum and decorated the entire location to a magical and luxury Christmas station. Organizing a food festival within the surroundings of a museum is a challenge. The agency was capable of meeting all the technical and production requirements of every supplier. We created a memorable and interactive Christmas experience on 7000 m2 with 150 stands, 175 workshops and 250 tastings. Moreover, there was live entertainment, tastings, quizzes and winter fun for children.

The promotion of the festival had only started in the beginning of December due to other campaigns of Albert Heijn. The Festival gained a massive amount of free publicity through PR, branded content, bloggers and customer experiences shared on social media. Also, Albert Heijn took over the biggest Dutch media platform NU.nl during the Festival days, which generated almost 40 million touch points.