We remember: this campaign saw the light of day in 2022, at the height of inflation and the sudden rise in the prices of food products which impacted the purchasing power of consumers. An obviously unfavorable context for a brand like Delhaize, hit by a double penalty: a reduction in store visits and a drop in the average value of receipts.
Everyday Low Prices
“If the price has never been the reason to come to Delhaize, it is the first reason to leave. However, there was no question for us of falling into the trap of the discounters and lowering prices at random. This turned out to be a bad marketing strategy, as we learned the hard way during the 2008 financial crisis, explained Isabel Broes, Campaign&Operations Director at the time. We therefore had to find a way to win back the hearts, minds and wallets of consumers, without harming Delhaize's qualitative image.”
Delhaize's P'tits Lions were crowned best European campaign in the Retail category.
Hence the P'tits Lions campaign, announcing a platform of daily low prices on a series of 500 quality fast moving products with high penetration, likely to build loyalty among families with children in the aforementioned context and in line with the mission of the brand's Eat Better. Lion cubs who were part of Delhaize's promise – “On the side of real life” – by helping to defend the purchasing power of Belgians without harming the brand image. The campaign developed by TBWA and deployed by Mindshare also aimed to stand out from the outright promotions of discounters, improve the perception of Delhaize's prices and increase sales.
Zyla chose her mascot: “A sloth to sell an energy drink, and why not a clown to sell burgers?”
Upon arrival, this perception of Delhaize prices increased by 11 points, going from 37% three months before the campaign to 48% one month after. In terms of image, it outperformed the benchmarks with a score of 30% for brand connection. 27% of Delhaize customers said they shopped more often at Delhaize thanks to the campaign and, after one month, sales of P'tits Lions labeled products increased by 21%, with a significantly higher average basket value and more big.
More complete results are available on the effiebelgium website (Winner section), the little felines having also won a Gold Effie in Belgium in 2023.
Advertiser : Delhaize
Agencies : TBWA, Mindshare
Media : display, press, TV, Radio, Internet
