Albert Heijn

Healthy food campaign

Healthy food campaign

The challenge

Create a large-scale shopper activation campaign at AH XL stores to promote healthier food.


A local nutrition coach advises and inspires shoppers about easy, healthy and tasty food. During the activation, a local "Nutrition Coach" - a certified dietitian or nutritionist - advises and inspires shoppers at Albert Heijn about healthy nutrition. The Nutrition Coach uses a tailor-made interactive presentation table. Using physical objects shoppers are guided through a menu of easy, healthy and tasty dishes, from breakfast to dinner. Sound effects and thrilling content serve as an extra trigger to visit the Nutrition Coach.


Because in addition to the customer yourney, it is also about the result. Facts and figures don't lie. After a very successful pilot, the healthy food campaign is rolled out over 180 days and reached no fewer than 810,000 shoppers.