Historic Oeteldonk Brings Together Thousands of Residents of 's-Hertogenbosch

How do you create a local campaign that not only drives more foot traffic to the stores but also truly resonates within the community? Eight Jumbo supermarkets in and around ‘s-Hertogenbosch wanted to launch a joint campaign that perfectly captured the pride and history of Oeteldonk.

Recommended by

Gijs Minkels

Primary Goals

Increase local engagement by highlighting Oeteldonk’s rich history.
Increase the number of store visits and repeat visits during the campaign.
To collectively establish a strong position for the eight participating Jumbo supermarkets within the region.

High level of commitment

A high level of engagement and a lot of excitement on the sales floor.

Lasting Impact

A campaign that people continued to talk about long after it ended.

Follow-up Campaign

A follow-up campaign featuring a local cartoon puzzle, 4,000 copies of which sold out in a short time.

Our Approach

For this campaign, we developed the Historic Oeteldonk Scrapbook, entirely dedicated to the history, traditions, and iconic locations of Oeteldonk. In collaboration with local partners, we collected historical photos and stories that were compiled into a unique scrapbook. Customers received stickers with their groceries to complete the album. This created a strong collecting effect and encouraged customers to return to the store regularly. The campaign was supported by in-store promotional materials, making the album impossible to miss. The campaign also received plenty of attention online through the social media channels of the participating supermarkets. The relatable nature of the theme sparked many conversations among customers, employees, and residents. The album was not only collected but also kept as a lasting memento of Oeteldonk. As a result, the campaign evolved into much more than just a savings promotion.

Our Approach

Together with the eight Jumbo supermarkets, we identified their needs. We then developed an album that perfectly aligned with Oeteldonk’s identity and the residents’ sense of community. We managed the entire process: from concept development and design to production and campaign support. Throughout, we kept a close eye on the local experience and the practical implementation on the store floor. By working closely with all parties involved, the process ran smoothly and resulted in a single, recognizable look for all participating stores. The success of the scrapbook laid the foundation for a follow-up campaign the following year. With a local puzzle, we once again tapped into the region’s sense of pride. The print run of over 4,000 local cartoon puzzles sold out completely within a short time. This confirmed that a strong local concept not only makes an impact during the campaign but also lays the groundwork for successful follow-up initiatives.

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

Historical collection album

With a historical scrapbook, you can bring the stories, places, and people of your city or town to life. Customers collect images of local buildings, organizations, businesses, and special events, thereby discovering the history of their own community. It’s a concept that brings together history, a sense of familiarity, and local pride.

Building Local Pride

Cartoon Puzzle

The cartoon puzzle is a local concept that brings young and old together. We’ll create a unique illustration specifically for your supermarket, featuring your store, the surrounding area, and recognizable local elements. From well-known buildings and landmarks to quaint streets and local details: every puzzle is fully customized. The result is a one-of-a-kind item that customers will enjoy putting together and keeping.

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.