21 Oct Belgian Marketing Awards – Marketing Company of the Year: Albert Heijn

In 14 years, Albert Heijn has become more than a challenger in Flanders. Its marketing and communications approach is also in between for something. We sat down with Els Lagrou, Marketing and Communications Director at one of the three nominees for Marketing Company of the Year.

It may seem long to some, short to others… The fact is that Albert Heijn has had a presence in our country since 2011. The originally Dutch retailer came to Belgium with three promises: Dutch prices, a surprising assortment and personal service.

An approach that paid off. Year after year, new stores were opened and more customers found their way to Albert Heijn. “After about 10 years, we knew how to reach about half of the Flemish market (Albert Heijn is not present in Brussels and Wallonia, nvdr.),” says Els Lagrou, Marketing and Communications Director of the retailer in our country.

Communication to cross next milestone

The 50% mark also proved to be a turning point for Albert Heijn. Els Lagrou: “The opening of new stores (Albert Heijn now has 80 stores, ed.) brought in new customers, but of course we also wanted more customers per store. Research showed that non-customers didn’t really know what we stood for. We wanted to do something about that.”

In February 2023, the new communication strategy came out, with “The World in Small” as the concept. “We are a challenger in a big spender market,” the Marketing and Communications Director begins her story. “That’s why we were looking for a distinctive format. That became ‘The World in Miniature.’ This is a funny web series with new episodes each time, but we also decline it in all our communications and on all touch points. In fact, above all, it doesn’t fit into a box, and that appeals.”

One notable action in that context was the launch of verspakketten with chef Jeroen Meus. “We already had verspakketten beforehand,” explains Els Lagrou, ”but by working with Jeroen Meus we immediately made it clear that convenience and local flavors go together perfectly.”

Attribution between 80 and 90%

The far-reaching approach – ‘De wereld in het kleijn’ is now almost two years old and still as topical as ever – works. Els Lagrou: “The concept is very recognizable and that bears fruit. Especially the attribution is incredible. It is often between 80 and 90%, percentages I have rarely seen, even in previous jobs. And those who don’t attribute the message to Albert Heijn don’t link them to another retailer either.”

And Albert Heijn’s market share also continues to improve. “In 2022 it was 6.6%, in Q2 of 2024 we were already at 8.8%,” says Els Lagrou. ”But of course that has not only to do with communication. There are also openings of new stores, there is AH online, there is the power of the buyers who keep improving the assortment, you name it…“”Albert Heijn simply scores very well in terms of product marketing and creative strategy,” Roel Van Aelst (iO), member of the Steering Committee of the Belgian Marketing Awards, put it. “This is a more than deserved nomination.”

RamAHdan at home

A final aspect that makes Albert Heijn special, across the boundaries of retail communications, is diversity and inclusion. The supermarket chain has a very diverse pallet of employees and also reflects this in its marketing, including by launching special promotions with home delivery during Ramadan. “For us, diversity is a given,” concludes the Marketing and Communications Director. “We are simply diverse and find it normal to continue this line in our marketing and communication efforts as well. Actually, we just want to be a mirror of society. Nothing more, nothing less.”

Wondering how the judges assessed this case… The answer will follow on Nov. 6….

Register now for the ceremony of the Belgian Marketing Awards >