As a challenger supermarket brand, Albert Heijn wants to attract and retain new and existing customers with their brand promise: always surprise with offer and price. Albert Heijn delivered on this promise with an awareness campaign designed to reach as many people as possible about their new home delivery service.

The briefing: Create awareness around the newly launched home delivery service.

Free delivery after sunset during the whole period of Ramadan. Because when you have to work all day on an empty stomach, grocery shopping is just too much of a hassle.

A music video with famous muslim rapper Salah, about “RamadAHn” (AH = Albert Heijn) was posted on social media and it quickly spread within and beyond the often overlooked muslim community. It was the perfect showcase for an inclusive company with a flexible delivery service. The ads on social media highlighted the typical products (dates, chickpeas...) that allowed customers to enjoy the free home delivery after sunset. These ads were shown to people for whom it was most relevant: people with interests similar to the Muslim community where the delivery service is available.

Albert Heijn has only recently launched their delivery service and needed people to know about it. We were not briefed on the muslim community or on Ramadan, but 800.000 muslims in Belgium with an empty stomach every day for a whole month, seemed like a smart way to include an often overlooked community, to create talk value by using an essential cultural insight and boost business with these 800.000 particularly empty stomachs needing food after sunset.

The main target was the muslim community located in Belgium. But the free delivery would be for everyone ordering during the month of Ramadan. So anyone seeing our catchy RamAHdan rap would be able to discover Albert Heijn delivery services for free.

We released an online video at the start of Ramadan on our Insta Story, Insta feed, Facebook Story and Facebook feed for the full duration of the Ramadan. The video spread within and beyond the Muslim community.

Albert Heijn managed to target the Muslim communities in Belgium during this particular time of year and get other people talking about the RamadAHn promotion. The campaign reached 800.000 people with an almost non-existing budget. That's 20% of the adult population of Belgium! Word of mouth, social media and the news media did the rest. The reactions were overwhelmingly positive for such an inclusive campaign. By offering this level of service, Albert Heijn reinforced its positioning as the retailer with a surprising offer and prices.

Albert Heijn’s existing Ramadan products saw an +8,7% increase in revenue during the campaign compared to the weeks before. Compared to the same period last year, we noticed an increase of 248%.

We noticed that these products had an 11,5% increase in sales during the campaign compared to the weeks before. Compared to last year in the same period, we noticed an increase of 180%.