PLUS Utrecht Makes a Splash with Exclusive FC Utrecht Bigshopper

As FC Utrecht’s food partner, PLUS Utrecht and the surrounding area has close ties to the club. To make this partnership visible on the store floor, the idea for an exclusive FC Utrecht x PLUS large shopping bag was born. The goal was to develop a unique product that would bring together pride in FC Utrecht and the city of Utrecht. A practical bag that customers would want to buy and that would strengthen their local connection to the supermarket.

Recommended by

Sharon Stupers

Primary Goals

To highlight the partnership between PLUS Utrecht and the surrounding area and FC Utrecht.
Strengthen customers' sense of local involvement.
Develop a distinctive product that reflects Utrecht’s pride.

An exclusive Bigshopper

An exclusive FC Utrecht x PLUS shopping bag featuring a unique illustration of Utrecht.

Enthusiastic responses

Enthusiastic responses from customers and supporters.

Sold out quickly

The entire print run sold out within half a year.

Extra visibility

A product that provided extra visibility for PLUS Utrecht and the surrounding area and FC Utrecht on a daily basis.

Our Approach

For this collaboration, we developed a design entirely of our own. Our graphic designer and illustrator Tom Brouwer created a unique illustration that combined iconic elements of the city of Utrecht with the recognizable look and feel of FC Utrecht. The result was an exclusive design that resonated immediately with both fans and proud residents of Utrecht.

To kick off the festivities, the first copy was presented to Frans van Seumeren, owner of FC Utrecht. The Bigshopper bag then became available exclusively at PLUS supermarkets in the region. Thanks to its distinctive design and strong local appeal, the bag became a beloved product. Interest was so high that the entire print run sold out within six months.

Our Approach

A strong local marketing concept always starts with the story of the supermarket and its surroundings. That’s why we first sit down with the business owner to discuss these issues. Which local partnerships are important? Which places, buildings, or landmarks are essential? And what makes the region recognizable to customers?

Based on this input, we develop a unique design that fully aligns with the supermarket’s identity. For the FC Utrecht x PLUS Bigshopper, we translated the selected elements of Utrecht and FC Utrecht into an exclusive illustration that radiates the pride of the city and the club.

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

Local bigshoppers

With a local BigShopper, you give customers a practical shopping bag that’s all about your town or city. Our illustrators incorporate recognizable buildings, local icons, and special places into a colorful design. The result is a unique bag that customers will enjoy using 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.