Delhaize's market share is under pressure and its brand positioning is blurring. To regain market share, Delhaize decided to create meaningfulness for the brand. The Magical Veggies campaign helps parents to convince their kids to eat more vegetables. Instead of the conventional approach of feeding didactic information, Delhaize feeds kids with entertainment and parents with inspiration. In the end, market share magically increased.
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.
