Albert Heijn, the largest supermarket chain in the Netherlands, struggled to connect with millennials through traditional communication methods. With this generation watching less television, a new approach was needed.

Virtue, TBWA & Albert Heijn launched 'Appie Today,' a content platform that served as the supermarket's social channel. This platform featured innovative and well-crafted content, offering both entertaining and in-depth formats. Virtue helped Albert Heijn evolve into a brand publisher, achieving millions of views and attracting new brand enthusiasts.

Client: Albert Heijn
Agency: Virtue, part of VICE
Awards: Leffie (Effie awards)