At the end of March, the Dutch chocolatiers Coco & Sebas were still in full Easter egg mode. In the Netherlands, Corona restrictions hadn’t been put into place yet and business was booming as usual. But the times, they are a-changin and soon the situation changed in the Netherlands. When this happened, Pubmarket! advised Coco & Sebas to show up and speak out as an empathic partner.
“People of the Netherlands, dear customers, we’re here for all of you.” Give customers a peek into their heart.
Coco & Sebas quickly adopted the idea, and this resulted in a warm campaign on a human scale, that revolved around one of their very successful products: a chocolate heart with golden glitters. #omdatjijhetverdient #hartvangoud (#becauseyoudeserveit #heartofgold)
In record time, the entire campaign was launched, online as well as offline.
We created a complete set of POS material – posters, table cards, special packaging and labels etc. – in no time. The action was communicated through newspaper ads, social media and POS material for the brand-owned shops and the supermarket chain Jumbo.
This campaign is very special, because each chocolate heart is delivered at home with a personal, handwritten message by the good Samaritan to their heroes, loved ones and friends. It’s clear this action has tugged on heartstrings. Coco& Sebas even had to recruit extra employees to fulfill the overwhelming demand for the ‘golden’ heart.
Supermarket chain Jumbo has now included the heartwarming heart in their assortment and was so charmed by the campaign, they ordered a special packaging with smaller chocolate hearts for their employees. Pubmarket! designed a co-branded packaging that melds both brand styles together. Kruidvat also jumped on the bandwagon and is encouraging their employees with a personalized box of hearts.
Inspired by the online campaign, a great deal of Dutch managers ordered golden hearts for their remote working staff to show their appreciation.
Consumers weren’t the only ones charmed by the Coco & Sebas campaign. Multiple companies and organizations used the hearts of gold as a great tool to give a personal gift to volunteers and care workers.
Using the name #omdatjijhetverdient (#becauseyoudeserveit), Jumbo and Coco & Sebas donated 12,000 sachets of chocolate hearts to Food Bank volunteers, as a token of respect.
This example inspired ANBO, the most important organization for seniors in the Netherlands. They launched the idea of honoring your favorite care worker with the ANBO hearts action. Every day, 20 nominated care workers have a Coco & Sebas heart delivered to them.
LOW COST, HIGH IMPACT
The campaign started on Facebook and Instagram. The CPC or cost per click was surprisingly low on both social media channels: just € 0.16 on Instagram and € 0.32 on Facebook. The campaign was an instant hit. In the week before Easter, 3,600 of the 9,500 clicks to the website were directly linked to the www.hartvansebas.nl and www.hartvanchocola.nl campaigns.