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