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Local Hero Product Meets Food Retail Leader Brand Context

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Local Hero Product Meets Food Retail Leader Brand Context A loyalty campaign that rocked Local hero product meets food retail leader brand context Ahold Dehaize is one of the world’s largest food retail groups, a leader in supermarkets and e-commerce, and a company at the forefront of sustainable retailing. 10 Local, Fresher & healthier Leading in Best Countries Personal & sustainable retailing: Dependable Own Brands Proud member of DJSI Convenient Leading Value in Sustainable eCommerce Strong Great financial profile ~372,000 Local ~6,769 associates Brands stores Weekly customer visits 150 years experience top 10 in stores International >50m in food retailing food retailer >20m online brand context Albert Czech Republic is one of the most successful local brands of Ahold Delhaize Group. Largest retail chain in the Czech Republic 300 + stores - supermarkets + compact hypers 17,000 employees Several hundred thousand customers served daily 3x Czech National Quality Award Winner Czech Republic population: 10 000 000 brand context Frusack is a cause driven start-up focused on sustainable solutions for buying and storing groceries, with the ultimate goal of reducing single-use plastic packaging consumption. Made from a compostable fabric, unique worldwide. Produced in Europe (Czech Republic and Switzerland) - from fiber to final product. Present in more than 1000 stores in 10 countries. Strong focus on education, ethical, local and environmentally friendly sourcing, production and distribution. Fully transparent and fair to all stakeholders. Tomorrow, we want to be the same sure-thing as plastic bags are today. Except the world will love using it. Values and commitment partnership Ahold Delhaize supports and promotes sustainable consumer behavior. A six-week loyalty campaign presenting reusable packaging products was launched by Albertv Czech Republic in January 2020. Frusack was selected as one of the products. It came with completely different selling proposition and at a premium price compared to the usual reusable polyester or cotton bags. It sounds like a risk. But was it really? 80 % of respondents find it important for companies to design environmentally conscious products Source: Accenture, 2019 70 % of GEN-Y and 54 % of millennials Let’s see will stop buying from companies that aren't environmentally conscious what happens when the leading retail chain 42 % of consumers are willing to pay more takes a “risk” and for environmentally conscious products introduces a brand like Source: PWC, 2019 40 % of consumers are researching to meet the information about environmentally conscious products online prior to purchase expectations Source: PWC, 2019 of the “customer of the future” Campaign facts 15.1. - 10.3.2020 Most of the campaign products quantity supply was estimated well to ensure availability throughout the whole campaign. The whole stock of Frusack bags was sold out across all 300+ stores. Despite a premium price, Frusack was sold out in most stores over the first few days of the campaign and the popularity was unprecedently high. Customer feedback “Finally a loyalty campaign worth collecting points.” Outstanding customer feedback and engagement on social media. Frusack sets were sold out in most of the stores over the first DAYS of the loyalty campaign. Exceptional lifestyle and business media coverage The loyalty campaign was evaluated as highly successful. Albert chose to include as a hero product in their permanent store offer. Let our brand support your brand Get a HERO product for your next loyalty campaign Together we will create an outstanding co-branded campaign. #sorryplasticbags We are excited to hear from you at [email protected].
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