Private Brand Stars in New Delhaize Campaign

Belgium-based soon to be Ahold bride Delhaize has introduced a new marketing campaign that leverages their highly successful private brands.  in which the brand plays the main role. The first wave of the multimedia campaign was launched on Thursday, January 21st on TV, outdoor and in-store.

The initial light-hearted and humorous TV spot, focuses on real life customers explaining why they choose a Delhaize private brand product. The spots highlight the local character and unbeatable value (price/quality ratio) of the 6,000 products in its brand.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.