Hero Jam
Klein Geluk.
Al 137 jaar.
Translate the new international brand essence, 'Sweet Moments of Happiness', into a distinctive campaign proposition for Hero jam for the Dutch market and add emotional value to the Hero brand.
Assignment.
Insight.
If reason alone cannot win, let feelings speak as well
As soon as prices in the supermarket start to rise, consumers will automatically look for cheaper alternatives to A-brands. And they will therefore be more inclined to choose a private label jam than Hero jam. Unless you make sure that you can add emotional value to the extra product intrinsic value that you can offer as Hero.
Solution.
A big idea full of
little moments of happiness
For as long as anyone can remember, families have been sharing joys and sorrows and enjoying beautiful moments together. And one of the constants that enriches these little moments of happiness is jam from Hero. The cherry on top or the spread on your toast, for 137 years. In other words: ‘Klein geluk. Al 137 jaar.’, roughly translated as ‘Small moments of happiness. For over 137 years.’
Hero Jam Zero
