How we gave you more free time

Starting premise

Most Belgians already shop online. The Louis Delhaize Group has now upped the ante with a brand-new concept: Wink. A first for Belgium because Wink is not the online service of an existing supermarket. Instead it exclusively exists online: not an actual physical store but an autonomous drive-in market.

The aim?

To launch a new brand and store concept on the occasion of the opening of the first Wink in Zaventem. As the permanent communication partner we are also responsible for rolling out Wink all over Belgium.


The route

Wink has several assets but a comparative market study showed that today’s consumers are mostly interested in saving time.

That is why we launched a campaign with the slogan “I wink time for myself” and a strong branding proposition. And because only one store was being opened in Zaventem we decided to use the budget in local media and an eye-catching free local mailing to 15,000 homes near the store.

After the launch campaign we approached consumers with a year-end campaign that focused on the sense of general madness during the holiday season, followed by a print and online campaign about New Year’s resolutions. Because we’ve all, at one point or another, said to ourselves at the start of a new year that we want more time for ourselves. And that’s what Wink will help you achieve.

Means of transportation

• Print
• Door-to-door mail
• Moving billboards
• Outdoor
• E-mailing
• Decoration of the store