Client
Van Den Tweel Zeelandia
Services
Campaign Strategy
Concept Development
Content Production
Media Strategy & Activation
Deliverable
Creating a local-first retail campaign for Van Den Tweel
Challenge
Recently, Van Den Tweel has implemented several major improvements and renovations to the store: from redesigning the café, to new checkout counters and a refreshed fruit and vegetable section. The challenge of this campaign was not only to attract customers, increase store traffic and visit frequency, but also to shift people’s perception. The perception needed to shift from being a store primarily associated with a European audience, to smart quality with strong value for everyone on the island.
Strategy
To reach a wider audience and truly shift perception, the campaign strategy centered around a clear choice: language. Instead of English, Papiamentu became the main language for this campaign. The change of language emphasized Van Den Tweel’s local relevance by making the store feel more accessible and familiar to the local audience.
The strategy was to be everywhere all at once in order to drive store traffic, change the perception, and convert curiosity into loyalty. To reach this goal, we created a recognizable concept for everyone: going to the store “just to have a look”, and leaving with your hands full. This resulted in the tag line “I just came to take a look”, or in Papiamentu: “Mi t’ei djis tira un bista”.
Execution
Profound organized a photo- and videoshoot in the Zeelandia store of Van Den Tweel. We produced three commercials, each based on a unique scenario with its own objective. One scenario targets the older generation, another focuses on young professionals and families, and the third scenario targets the entire target group.
For the third scenario, we collaborated with a familiar face that is well-known across the island and internationally: Churandy Martina. With his positive energy and a big smile, he enters the store just to take a look and leaves with a shopping cart overflowing with products saying “Mi t’ei djis tira un bista”.
In addition to the commercials, the shoot produced photography used across a wide range of assets, including in-store materials, social media, web banners, display ads and recording Churandy Martina as the voiceover for the tag line.
Results
As the campaign has recently gone live, there are no measurable results about store traffic yet. The campaign is widely visible, and the change of language use stands out particularly. Churandy Martina is visible throughout the entire store and on multiple channels online, showing that Van Den Tweel is not just a store for European tourists, but a store for everyone on the island that values quality at a smart price.
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