CONTEXT

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THERE’S AN INCREASING DEMAND FOR MORE LOCAL PRODUCTS IN SUPERMARKETS AND MORE TRANSPARENCY ABOUT THE ORIGIN OF PRODUCTS. DELHAIZE WANTED TO SHOW THEIR EFFORTS BY MAKING A NATIONAL CAMPAIGN ABOUT THEIR COLLABORATION WITH LOCAL FRUIT AND VEGETABLE GROWERS

 

IDEA

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.WE WANTED TO MAKE A VERY TRANSPARENT CAMPAIGN THAT SHOWED THE SHORT JOURNEY OF LOCAL FRUIT BETWEEN FIELD AND SUPERMARKET AND CAME UP WITH THE IDEA OF MAKING LIVE ADVERTISING. THROUGH 122 DIGITAL BILLBOARDS SPREAD ACROSS THE COUNTRY AND A NATIONAL BANNER CAMPAIGN, EVERYONE COULD FOLLOW A PEAR HARVEST LIVE FOR ONE DAY. MESSAGE: ‘HARVESTED TODAY, TOMORROW IN YOUR DELHAIZE.’ ON A DEDICATED MINI-SITE, PEOPLE COULD FOLLOW THE PEARS FROM THE FIELD TO THE SUPERMARKET WITHOUT INTERRUPTION. ALSO, THEY COULD SEE INTERVIEWS AND INFOGRAPHICS ABOUT THEIR LOCAL FRUIT AND VEGETABLE GROWERS WHO WORK WITH DELHAIZE.

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CREATED BY BLONDIAU & AIR

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CREDITS

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CONCEPT PROVIDERS: JORIS LUYTEN & SOPHIE DE PLECKER

ART DIRECTOR: SOPHIE DE PLECKER

COPYWRITER: JORIS LUYTEN

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CLIENT: DELHAIZE

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