“Minis” with huge successes

Remarkably, the award-winning loyalty campaign captured the imagination of both children and adults. And in just 5 weeks, 50 million miniatures made their way across the Netherlands, a country with a population of just under 17 million people.

In fact, this loyalty campaign was so successful that since 2012, UNGA has been creating similar tailor-made campaigns for many other retailers around the world, generating hype around it and setting up new standards for loyalty campaigns and mini collectibles.

Whenever a Little Shop campaign is now rolled out, it creates a huge buzz on both social and traditional media: Little Shop Swap Days, YouTube unboxing videos, Facebook discussion groups, and major engagement through cute posts from proud “Little Shoppers” on social media.

A campaign for everyone: Shoppers, retailers, and FMCG brands

To give customers mini versions of their favorite brands, suppliers agreed to chip in with Albert Heijn. By doing so, Albert Heijn not only made their customers happy and engaged in collecting but also increased their affinity with top supermarket brands. This resulted in a very affordable campaign and huge exposure for both the retailer and suppliers.

While playing with Little Shop products, families developed an even bigger emotional connection with their favorite supermarket brands. Consequently, imagine how excited they were when their favorite campaign came back in store the next year: “Yes, it is that time of the year again!”