A Customized Goose Board Game Connects AH Wekerom with De Hoge Veluwe

Albert Heijn Wekerom wanted to celebrate the park’s 90th anniversary in a special way, in collaboration with De Hoge Veluwe National Park. The goal was to develop a local concept that would appeal to families, attract customers to the supermarket, and highlight the unique surroundings of De Hoge Veluwe. This led to the idea for a personalized Goose Board game in which the supermarket and the park literally come together.

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Jeffrey Schouten

Celebrating the 90th anniversary of De Hoge Veluwe National Park locally.
Encourage customers to save money and visit the supermarket.
To introduce families to the Park in a fun way.
Highlight the partnership between Albert Heijn Wekerom and De Hoge Veluwe.

Entire print run sold out

All 500 available Goose Board games were sold to customers. The entire print run was thus completely sold out.

Customers came specifically for the game

The unique nature of the Goose Board game meant that customers came to Albert Heijn Wekerom specifically to get their hands on it.

From the supermarket to De Hoge Veluwe

With every game of Goose, customers received a voucher for a free second admission ticket to De Hoge Veluwe National Park. In this way, the concept connected the supermarket and the park even outside the game.

Our approach to this personalized Goose Board game

The idea came about after De Hoge Veluwe National Park approached Albert Heijn Wekerom in connection with its 90th anniversary. Albert Heijn Hoek was already familiar with our local concepts and was eager to develop something special together. It was the first collaboration between the supermarket and the Park.

We presented several options, including a puzzle, a historical scrapbook, and a game of Ganzenbord. Ultimately, we chose the personalized Ganzenbord because this concept appeals to families and, at the same time, offers plenty of opportunities to tell the story of De Hoge Veluwe.

For the design, the park selected 19 local photos and evaluated the layout itself. These images formed the basis for a completely custom-made game. The rules of the game were also tailored to the park. Players start at Albert Heijn Wekerom and then travel through De Hoge Veluwe in a playful way, passing by the park’s animals, landscapes, and unique buildings.

Customers had six weeks to collect stamps for a discount on the Goose Board game. With a full stamp card, the game was available for €9.90. Without a stamp card, the Goose Board game could be purchased for €26.99 at Albert Heijn Wekerom. The limited edition consisted of 500 copies, all of which were sold out.

Our Approach

A strong local concept starts with a story that people in the area can relate to. That’s why we work with the entrepreneur and local partners to identify what makes a region special and how we can translate that into a tangible product.

At Albert Heijn Wekerom, it all started with the question of how we could celebrate the 90th anniversary of De Hoge Veluwe National Park together. From a variety of ideas, we collaboratively chose the concept that best suited the target audience. We then worked together to identify which images, locations, and stories should be featured on the sign.

Touch Local Loyalty handled the further development and design of the personalized Goose Board game. From the 19 local photos and customized rules to the overall look and feel of the final game: all elements were brought together into a single, recognizable whole.

The collaboration was also extended to the concept itself. With the voucher for a free second admission ticket, the Goose Board game was directly linked to a visit to De Hoge Veluwe. This created a local concept that benefited both the supermarket and the park: Albert Heijn offered customers a unique savings goal, and De Hoge Veluwe National Park gained an additional opportunity to introduce people to the park.

The result? A “Ganzenbord” loyalty promotion that brought together local pride, saving, and a unique experience—and all 500 copies were sold.

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.

Building Local Pride

Personalized Goose Board

Ganzenbord is a classic board game with a unique local twist. Players enjoy a familiar game while encountering recognizable buildings, streets, and locations from their own neighborhood along the way. The result is a special product that brings joy, fosters local pride, and creates cherished moments with family and friends.

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.