Hoogvliet strategy

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.

THE ASSIGNMET

Hoogvliet wants to become the most attractive omnichannel supermarket in The Netherlands. The assignment for Kega: develop a new branding and communication strategy for Hoogvliet?

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.'

THE SOLUTION

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.

THE RESULT

Whole new branding and communication strategy. Content:

Doordrop media
Magazines
Instore materials
Banners
Campaings
Photography
Digital signage
New branding instore, for example Cadenza in Zoetermeer
Etc...

Rutger van den Bout-Adjunct-Director Commerce Hoogvliet 'With Kega, we discussed our values, weighed them and gave them the right position within the organisation and communication.'

Dirk van Eunen - Creative Strategist Kega
'It’s high time to let the Hoogvliet gem shine!'

Hoogvliet strategy · Kega

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