Appie the Monkey Gives Albert Heijn Dijkstra Its Own Identity

Albert Heijn Dijkstra in Bunde wanted to further strengthen its local presence with a unique, recognizable identity. The goal was to develop a mascot that would perfectly match the warm and personal atmosphere of the supermarket and create a lasting connection with the local community.

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Léon van Reijmersdal

Primary Goals

Strengthen the supermarket's local identity.
Create a more engaging experience for customers of all ages.
Develop a recognizable brand identity that will remain relevant for years to come.

Enieke, the mascot

A unique mascot that has become an integral part of Bunde.

Greater visibility

Greater visibility at local events and activities.

Enthusiastic responses

Enthusiastic responses from customers, employees, and local organizations.

Our Approach

Together with Albert Heijn Dijkstra, we developed a completely unique mascot: Appie the Monkey. During various creative sessions, we worked together to define the character, appearance, and details of the mascot. From the big ears and long tail to the friendly facial expression: every detail was carefully crafted. Using visualizations and a 3D simulation, the mascot took shape step by step. After approval, we produced a mascot that perfectly aligned with the supermarket’s identity. From the moment he was introduced, Appie immediately became part of the local marketing efforts. He appeared on the store floor, visited nursing homes, attended sports clubs, marched in the carnival parade, and played a role in various local promotions. As a result, Appie became a recognizable figure in the community.

Our Approach

Developing a mascot always starts with the supermarket’s story. That’s why we first delve into the identity, the target audience, and the environment in which the business owner operates. Based on that, we design a unique character that perfectly matches the store’s image. Throughout the design process, business owners actively contribute ideas about the mascot’s appearance and personality. Only when the design fully meets their expectations do we begin production. Even after delivery, we continue to collaborate on how to utilize the mascot. This includes local events, grand openings, anniversaries, school visits, sports clubs, social media, and other activities where the mascot can help enhance the experience and foster local engagement. The result is not a one-time promotional campaign, but a recognizable figure that can be used for years to come and consistently helps build connections with the local community.

The basis of this campaign

Concept used

Behind every successful campaign is a strong foundation. Discover which concept—or combination of concepts—was used to make this case a success.

Building Local Pride

Lokale kerstornamenten

Met lokale kerstornamenten geef je klanten een bijzonder kerstproduct dat ze nergens anders kunnen kopen. Ieder ornament wordt speciaal ontworpen voor jouw supermarkt. Zo creëer je een exclusief concept dat perfect past bij de feestdagen en bij de trots van jouw dorp of stad. Een ornament dat ieder jaar opnieuw een plek krijgt in de kerstboom en een blijvende herinnering vormt aan jouw supermarkt.

Building Local Pride

Cartoon Puzzle

The cartoon puzzle is a local concept that brings young and old together. We’ll create a unique illustration specifically for your supermarket, featuring your store, the surrounding area, and recognizable local elements. From well-known buildings and landmarks to quaint streets and local details: every puzzle is fully customized. The result is a one-of-a-kind item that customers will enjoy putting together and keeping.

Reward your customers

Van der Valk Pillows

With a Van der Valk Pillows savings program, you give customers the opportunity to save up for the original Suite Pillows they know from Van der Valk Hotels. A premium-quality product that ensures optimal sleeping comfort and serves as an attractive savings goal for a broad target audience.

Reward your customers

Van der Valk Duvets

With a Van der Valk Duvets savings plan, you give customers the opportunity to save up for luxury all-season duvets of the same quality they’ve come to expect from Van der Valk Hotels. A premium savings goal that combines comfort, quality, and a trusted brand name. Ideal for customers who want to enjoy the same sleeping comfort at home as they do during a hotel stay.

Reward your customers

Van der Valk Bath Towels

With a Van der Valk Bath Textiles savings program, you give customers the opportunity to save up for luxury towels and bath textiles of the same quality they’ve come to expect from Van der Valk Hotels. Soft, stylish, and durable: an attractive savings goal that’s used every day and is a perfect fit for customers who value comfort and quality.

Reward your customers

Tefal Pans

With a Tefal Cookware Savings Plan, you give customers the opportunity to save up for Tefal’s high-quality Everblack ceramic cookware collection. These PFAS-free pans combine ease of use, a stylish look, and innovative technology. An attractive savings goal for anyone who loves to cook and values quality in the kitchen.

Discover what local marketing can do for your supermarket

Every supermarket is different. That’s why we’d like to work with you to assess your situation and challenges. During our meeting, we’ll use real-world success stories to demonstrate how our local marketing approach works. You’ll discover opportunities to raise your supermarket’s profile even further in the local community and increase customer loyalty.