Group 11

Skills : Video / Media Production
Website : http://www.delhaize.be

Adapting to an existing format

Delhaize is one of the largest food retailers in Belgium. The principal activity of the Delhaize group is the operation of food supermarkets. Delhaize came to broadkat looking for support in driving awareness and sales on social media using the existing campaign of “Fruits and vegetables for kids”. The idea of this campaign is to help parents at convincing their children to eat more fruits and vegetables. It was broadkat’s job to develop a social media concept within these guidelines.

Developing a video strategy

Having an engaged fan base on social media who rallies around the campaign’s playful brand identity, we decided to highlight ingredients by incorporating the stop mo8on technique similar to the videos on the popular “Tasty” channel. This added a dynamic layer that was both true to the brand identity and could be used to aIain an “always on” strategy for the campaign. The end result is a 14-episode series in which we introduce several healthy recipes. each optimised for both Facebook and Youtube and each with its own distinct creative direction.

Impact Measurement

After 2 weeks, broadkat was able to identify the social media campaign as a high performer, driving sales and increasing brand awareness.