Vertex Awards 2019: GOLD WINNERS

AH Broodstrooisels

  • RETAILER: Albert Heijn
  • COUNTRY: The Netherlands
  • CATEGORY: G3. Packaged Goods
  • AGENCY: dBOD

CREDITS:

  • Brand Director/Strategy: Evelyn Hille / dBOD / VBAT Group
  • Senior Design Director: Ditte Glebbeek / dBOD / VBAT Group
  • Designer: Fernando Ibanez / dBOD / VBAT Group
  • Illustrations: Jasmijn Evans / Art Associates

SUMMARY:

It’s raining sprinkles…

For generations, the packaging of AH Hagelslag (chocolate sprinkles) was aimed at children.

Changing marketing ethics made Albert Heijn take responsibility and stop focusing on children.

The challenge: how can we reposition AH Broodstrooisels (sprinkles) by means of a clear, appealing and distinctive design concept? With ‘It’s raining sprinkles over all of Holland (Dutch: Heel Holland strooit)’ we succeeded: the iconic, real Dutch packaging takes you on a journey through our beautiful, varied country: with colored hail to the ‘Bollenstreek’, with pure sprinkles to the ‘Wadden’, with milk sprinkles to the Dome Tower and canals of Utrecht … By means of lively, almost nostalgic postcards you will be invited to rediscover all those special places. Entertaining, inspiring and even a little educative for the whole family.

With this new packaging concept, we have succeeded in positioning AH Broodstrooisels (chocolate and fruit sprinkles) in a distinctive manner on the shelf, which for the time being is dominated by national brands.

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Previous articlePost to Acquire Private Label Cereal Business from TreeHouse Foods
Next articleRanir Recognized by CVS Health as Outstanding Private Brand Partner
Christopher Durham
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.