There's one thing Dutch consumers prefer above promotion: football. But regarding football concepts, almost everything’s been done. Therefore C1000 went back to the essence of football: heroism! For the first time ever, a collectable Hall of Fame of Dutch ‘Stars of Football’ was created in book form. To get all the past, present and future heroes to contribute, they were involved in the creative concept. After the first agreed, it created a buzz resulting in players requesting to participate. The premium cards were distributed with groceries and half the profit of the books was donated to the Johan Cruyff Foundation.

All commercial targets were achieved with a boost in traffic of +6% and growth in turn-over of +2%. Despite all the competitive promotions in the market, C1000 market share grew 0.2%. The (non-branded) virals alone resulted in over 1.3 million online views and coverage in all the major talkshows in the Netherlands before the campaign even started. Before distributing the picture cards, the hype had already hit the Netherlands with children begging to have the cards of shoppers. The campaign met all objectives and more importantly created an improved A-status for our brand (+7.2% brand value ‘quality supermarket’).