Albert Heijn: Levers of sustainable growth

Albert Heijn, a Dutch supermarket chain, increased its declining market share in Europe through research without needing to offer discounts, which led to a parallel growth in margin alongside share.

Campaign details

Brand: Albert HeijnBrand owner: Ahold DelhaizeEntrant company: Gain Theory, New YorkIdea creation: Gain Theory, New York / TBWA\Neboko, Amsterdam / Albert Heijn, ZaandamMedia: Dentsu Aegis Network, AmsterdamMarket: NetherlandsSector: Supermarkets & grocery storesMedia channels: Direct marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio & audio, Sales promotion, Search marketing, Social media, TelevisionBudget: Over 20 million

Executive summary

Against a backdrop of declining market share, this case epitomises the business benefits of 'longer and broader' thinking, moving away from...

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