Who: Delhaize’s stores
Delhaize is a Belgian international group present in seven countries. Its main activity is operating supermarkets.
Why: To promote a healthier diet in Delhaize’s supermarkets
VO Communication has asked IDWEAVER to create a website within the framework of the buzz marketing campaign based around the Beijing Olympic Games. The objective is to communicate a healthier image of Delhaize food products to consumers and thus to associate the brand with a healthy diet.
What : "En Forme Athlétique" website
On the action’s website, Delhaize offers users a chance to view video clips of the parents of young Belgian athletes who are competing at 2008 Olympics.
In these short films, the young athletes' parents reveal what they feed their children and also offer the brand's customers tips for improving their own diet.
Once the video 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’s stores.