Delhaize is a Belgian supermarket chain, with most of its stores in Belgium, Greece, the Czech Republic, the USA and Indonesia. The company has some 728 stores in Belgium. This was a promotion in association with the WWF, an international organisation dedicated to the protection of endangered species.
Product: WWF cards and collection folder
Delhaize customers could collect 216 cards, each picturing an exotic animal. The animals were divided into 24 groups, from “cuddly toys” to “ugly ducklings”. There were special Stop and Go cards and each card had a number, which made for a good environmental-awareness game for kids.
The cards came with a collection folder, sold at Delhaize stores. This folder contained facts and figures on the WWF and on the animals pictured on the cards. It also gave the kids lots of tips on how to live in an environmentally responsible manner.
Objective: loyalty campaign and educational game combined
Delhaize wanted to start a summer campaign. The theme chosen appealed mostly to families with children, an important target group for Delhaize. This cooperation with the WWF was a fun way for kids to learn something new about nature.
Strategy: learning more about the animal kingdom through play
With every purchase of twenty euros, the customer was given a flow pack of 5 cards. The cards were randomly packed, and no card was rarer than any other. The customer was given more flow packs for certain products. These products were announced in a brochure each week.
The campaign also made use of a website and webcam application. When one of the special Magic Internet Cards was held in front of the webcam, an animation for that card would start to play.
At the end of the summer campaign, customers were given the opportunity to order any cards they had missed through the Delhaize website.
Result: a huge success
Kids went crazy for the WWF cards and Delhaize soon had to order new sets. Delhaize also organised swap shops, which were massively attended.