Albert Heijn
Mini Shop
A large-scale collectible campaign that turns everyday groceries into a playful at-home supermarket experience, engaging families across the Netherlands and Belgium.
At the heart of the campaign is the interactive handheld scanner. Exclusively developed for Albert Heijn and an industry first in Dutch retail. Children scan their minis to unlock hundreds of fun facts, jokes and quiz questions, transforming playtime into an engaging learning moment. By combining physical collectables with smart interaction, Mini Shop reinvents a familiar loyalty mechanic into a fully immersive edutainment experience.
A campaign filled with items that flew off the shelves, straight into the hands (and hearts) of Albert Heijn shoppers in the Netherlands and Belgium. Tons of kids turned their homes into their very own Albert Heijn store.
They collected and built their own groceries, used them in
their mini shop, scanned the groceries for a real in-store
experience, played with the wooden shopping basket, truck and
cash register, collected the funny plushes, and dressed up in
a real in-store outfit with an apron and socks. The play
doesn't end here. Keep swiping, scanning, and stocking,
and we’re cheering on ongoing learning and fun!
What's in store
Collect all 40 paper Mini's
In this campaign, we introduce our latest innovation: the interactive handheld scanner. The scanner is exclusively produced for Albert Heijn and an industry first in Dutch retail. Scan a mini product to unlock 240 quick facts, jokes and quiz prompts. And with the 'Mini Shop' completer, you unlock 10 additional Albert Heijn in-store sounds! 🎶
Interactive Handheld Scanner
Our latest innovation
Mini Shop
The completer
Our sustainable campaign merchandise is designed to spark joy while making a positive impact. Each item is crafted from 100% rPET (recycled plastic) and prove that sustainability and fun go hand in hand. Perfect for collectors and eco-conscious shoppers alike, these high-quality, super soft plush let you support the cause while reducing waste. Every choice makes a difference!
Concept in Motion
Campaign elements explained
Mini Shop x Albert Heijn
Since 2005, Albert Heijn has a long tradition of featuring recognizable supermarket managers in its campaigns. Each brought recognition and humor in their own way. In the commercial Albert Heijn introduces Daan. He's an energetic supermarket manager, cheerful, customer-focused with a disarming presence, humor, and solution-oriented. He always goes the extra mile for his customers and enthusiastically talks about good and delicious food.
With the return of the "Start Your Own Shop" savings campaign, Albert Heijn wants to engage children with food in a playful and educational way, make grocery shopping together fun, and help them discover how a supermarket works. This way, they're further building our role as a trusted and inspiring supermarket for the whole of the Netherlands.
Get in touch
Head Office
Jacob Bontiusplaats 48
1018 LL Amsterdam
Sourcing Office
Tower A, 9th Floor, Unit 908
14 Science Museum Road, New Mandarin Plaza, Hong Kong
People's Republic of China