May 2017

Hoogvliet chooses retail agency Kega

After an extensive creative competition involving several advertising agencies, Hoogvliet has ultimately chosen Kega from Sassenheim as its strategic partner. Kega developed a new brand and communication strategy together with Hoogvliet, and will be translating this to the various online and offline communication tools from 1 May 2017.

Agency competition
Hoogvliet invited several advertising agencies to submit their proposal for a new brand and communication strategy. Kega took on the challenge set by Hoogvliet, optimally translating their desired market position and presenting a proposal that seamlessly matches the ambition of Hoogvliet to become the most appealing omnichannel supermarket chain on the Dutch market.

Henk Kessen - Commercial Director Hoogvliet
'With the new communication strategy, which underlines the strengths of Hoogvliet, we’re expecting to make great strides in our market area.' 

Communication strategy

“For many years now, Hoogvliet has proven to be the lowest-priced supermarket and its products have always been qualitatively outstanding”, says Henk Kessen, commercial director of Hoogvliet. “Secretly we’re very good and secretly we’re very cheap. Our large group of regular customers already know this, but we need to continue reaffirming this with them. And we need to let new customers discover Hoogvliet! With the new communication strategy, which underlines the strengths of Hoogvliet, we’re expecting to make great strides in our market area.”

Dirk van Eunen (retail strategist at Kega): “Hoogvliet is a gem within the supermarket sector, with many unique concepts, its very own identity and passionate staff. Combined with marketing & communication, e-commerce and category management, we sought to find the distinctive values of Hoogvliet. Hoogvliet still often tends to be too modest and therefore forgets to tell people why its supermarkets are so special. The new communication line (including promotional leaflets and shop materials) will project confidence without becoming arrogant. It’s high time to let the Hoogvliet gem shine!”

Dirk van Eunen, Retail Strategist at Kega
'Hoogvliet is a gem within the supermarket sector, with many unique concepts, its very own identity and passionate staff. Combined with marketing & communication, e-commerce and category management, we sought to find the distinctive values of Hoogvliet.'

Rutger van den Bout, assistant director of commerce at Hoogvliet and responsible for the new strategy, is also very excited about the new strategy. “I’ve been working for Hoogvliet for 27 years now and, over the years, our unique values have been somewhat sidelined. But these values are still very much in the Hoogvliet DNA and are felt by our employees every day. They are also expressed in our product choices, such as our collaboration with the ‘Groene Hart’, our exclusive quality products and, of course, our own modern bakery in Bleiswijk. With Kega, we discussed our values, weighed them and gave them the right position within the organisation and communication. I believe we can once again make our existing and new customers as proud of Hoogvliet as I am of our company.”

About Hoogvliet and Kega
Hoogvliet is a supermarket chain with 66 supermarket locations in the provinces of North Holland, South Holland, Utrecht and Gelderland, as well as a comprehensive online grocery store. The service and distribution centre is located in Alphen aan den Rijn.

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