Cannes Lions

Live Harvest

AIR PARTNER OF MCCANN, Brussels / DELHAIZE / 2017

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Case Film

Overview

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Credits

Overview

Description

122 digital billboards across Belgium showed the short journey of local pears from orchard to supermarket in real time, showcasing not only the freshness of the pears but also the strong collaboration between Delhaize and local fruit growers. Supported by a national banner campaign, everyone was able to watch the pear harvest live for one day, in the picking season, with the message: ‘Harvest today, tomorrow in your Delhaize.’

Execution

Through 122 digital billboards spread across the country and a national banner campaign everyone could follow the pear harvest live during one whole day (the 22nd of September 2016). The digital billboards literally showed the picking of the pears that would be available in your local Delhaize the following day. The campaign signed off with a clear and straightforward message: “Harvested today, tomorrow in your Delhaize”. An invitation to everyone to come to the shops and buy these freshly picked fruits.

Outcome

The campaign generated high visibility on all news websites, with a total of 9,1 M impressions on desktop and mobile (73% -27%).

In total, the campaign generated 10% extra customers compared to the same period last year. Customers who participated in this promotional action bought an average of 30% more fruits and vegetables than others. And the average sales in the fruits & vegetables section have risen by 9% compared to the same period last year.

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