For the first joint campaign after the merger of Ahold and Spar, the Smurfs have been chosen to sponsor fruits and vegetables, not only in Albert stores, but a week later also in Spar and Interspar.
This is the first major joint marketing campaign conducted by both chains after the Office for Protection of Competition allowed their merger in mid-July.
The first campaign of the sort took place at Albert stores during the same period (the end of August) three years ago, when customers collected Smurf cards. At the time, the action was linked to the premiere of The Smurfs and the goal of the campaign was to increase sales by at least 2.5%. The chain actually achieved a 7.2% growth, therefore Ahold decided to bring it back last year with the launch of the film The Smurfs in 3D.
The Smurf campaign this season will once again be tied to the preparations for the new school year. It will start from 20 August in Albert stores and from 27 August at Spar and InterSpar, and it will last until 7 October. Children will collect Smurf figurines and play games with them (collecting points for shopping - one point for every 200 crowns in purchases, with packages of three characters for 6 points).
Why fruits and vegetables? The goal of the campaign, according to Ahold marketing director Zlaty Ulrichové, is also to teach children healthy eating habits.
Source: marketingsales.tyden.cz
