Hup Holland Hamsters best World Cup campaign
The Albert Heijn Hup Holland Hamsters have been acclaimed as the most successful World Cup campaign in 2014. The Hamsters are the best known and are the most highly rated by the Dutch people. This is the finding of a survey carried out by Centron and Sports Intelligence, commissioned by BNR Brasil and the sports marketing agency Triple Double.
During this year’s World Cup, Albert Heijn mobilised the well-known Hup Holland Hamsters. As a sponsor of the Royal Dutch Football Association KNVB, Albert Heijn was the only supermarket entitled to use the players of the Dutch national team and the manager in its advertising. That’s the reason why manager Louis van Gaal and the players Bruno Martins Indi and Daley Blind can be seen in the commercial.
The online survey by Centron Sports and Intelligence shows that the campaign had the greatest impact among customers aged 20 to 54. More than three quarters of respondents (78%) spontaneously mentioned Albert Heijn when asked which World Cup supermarket campaign they know. The campaign by Jumbo was spontaneously mentioned by 69% of respondents; this percentage is 38% for the campaign by Plus Supermarkets.