In order to convey a healthier image for food products in its stores, VO Communication has asked IDWEAVER to create a website within the framework of the buzz marketing campaign based around the Beijing Olympic Games.
Through a partnership with the parents of young Belgian athletes competing at the 2008 Olympics, Delhaize’s action website http://www.enformeathletique.be is offering the chance to view video clips of the parents of six young athletes. In these videos, the parents answer customers’ questions by revealing their children’s diet and giving tips on healthy eating. Once the movie has been viewed, the user can send it to his/her friends, enabling effective spreading of the campaign via the word of mouth technique.
The website also allows customers to download an e-coupon offering them discounts on the purchase of fruit and vegetables from Delhaize stores.
The aim of this action is to associate Delhaize’s stores with a good diet and thus encourage brand customers to consume healthy food products.
