SolutionThe target audiences of Plan and organic supermarkets overlap. We launched a test campaign targeting the customers of organic supermarkets. In doing so, we used as our contact point a new medium that is guaranteed to reach every customer: the shopping basket.

At the bottom of the shopping baskets, customers found our campaign liners showing children with outstretched hands. When they put their articles into the basket, they placed them “in the children’s hands”. On the back of the liner they found the solution: What these children need is not food, but a chance—with a Plan sponsorship.