Appie the Monkey Gives Albert Heijn Dijkstra Its Own Identity

Albert Heijn Dijkstra in Bunde wanted to further strengthen its local presence with a unique, recognizable identity. The goal was to develop a mascot that would perfectly match the warm and personal atmosphere of the supermarket and create a lasting connection with the local community.

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Léon van Reijmersdal

Primary Goals

Strengthen the supermarket's local identity.
Create a more engaging experience for customers of all ages.
Develop a recognizable brand identity that will remain relevant for years to come.

Enieke, the mascot

A unique mascot that has become an integral part of Bunde.

Greater visibility

Greater visibility at local events and activities.

Enthusiastic responses

Enthusiastic responses from customers, employees, and local organizations.

Our Approach

Together with Albert Heijn Dijkstra, we developed a completely unique mascot: Appie the Monkey. During various creative sessions, we worked together to define the character, appearance, and details of the mascot. From the big ears and long tail to the friendly facial expression: every detail was carefully crafted. Using visualizations and a 3D simulation, the mascot took shape step by step. After approval, we produced a mascot that perfectly aligned with the supermarket’s identity. From the moment he was introduced, Appie immediately became part of the local marketing efforts. He appeared on the store floor, visited nursing homes, attended sports clubs, marched in the carnival parade, and played a role in various local promotions. As a result, Appie became a recognizable figure in the community.

Our Approach

Developing a mascot always starts with the supermarket’s story. That’s why we first delve into the business’s identity, target audience, and the environment in which the business operates. Based on that, we design a unique character that perfectly aligns with the store’s image. Throughout the design process, business owners actively contribute ideas about the mascot’s appearance and personality. Only when the design fully meets their expectations do we begin production. Even after delivery, we continue to collaborate on how to utilize the mascot. This includes local events, grand openings, anniversaries, school visits, sports clubs, social media, and other activities where the mascot can help enhance the experience and foster local engagement. The result is not a one-time promotional effort, but a recognizable figure that can be used for years to come and consistently helps build connections with the local community.

The basis of this campaign

Concept used

Behind every successful campaign is a strong foundation. Discover which concept—or combination of concepts—was used to make this case a success.

Show off your local identity

Mascot

A mascot makes your supermarket recognizable, approachable, and personal. Whether it’s a cheerful animal, a local hero, or a unique character developed specifically for your store, a mascot creates an experience and fosters a strong emotional connection with customers. On the sales floor, at events, and online, the mascot becomes the recognizable face of your supermarket.

Find out what local marketing can do for your supermarket.

Every supermarket is different. That’s why we’d like to work with you to assess your situation and challenges. During our meeting, we’ll use real-world success stories to demonstrate how our local marketing approach works. You’ll discover opportunities to raise your supermarket’s profile even further in the local community and increase customer loyalty.