Brand relevance with purpose: How LUMEN turns loyalty into meaningful brand impact

At LUMEN, we believe loyalty campaigns shouldn’t just drive sales: they should build brands.The kind that stand for something, that spark conversation and that create lasting connections. Because in today’s world, a quick discount or a “fun for now” gimmick just doesn’t cut it anymore. Brand relevance is earned through meaning and that’s exactly where we come in.

More than a moment: a message.

We design loyalty campaigns that go beyond transaction. Every concept we launch is rooted in a larger story. One that aligns with your brand’s values, and resonates with your customer’s everyday life. Whether it’s biodiversity, food education, or technology, we translate big, complex societal topics into exciting, easy-to-understand stories that kids (and their parents) can engage with. Our mission is simple: use the reach and rhythm of supermarkets to deliver something bigger than a temporary boost. We help brands activate purpose through edutainment. We make learning fun, knowledge cool, and awareness part of the reward.

Campaign content from Cultivate the Good at Auchan. A customized loyalty campaign for their Cultivamos o Bom label that teaches people where their food is cultivated.

We help brands show what they stand for

When you run a LUMEN campaign, you’re showing the world what matters to you. That you care about more than the basket size. You care about what goes in it, where it comes from, and how it shapes the next generation. This approach builds deeper emotional loyalty, not just functional. And that matters especially in retail, where brand choice is daily, but true preference is rare. We help you earn that preference, and keep it.

A new kind of airtime

Supermarkets have enormous media power. The average family visits multiple times per week. That’s high-frequency, high-relevance exposure. What if you used that airtime not just to sell, but to say something meaningful? That’s what we help our partners do. We turn loyalty mechanics into moments of learning, conversation and curiosity. From collectible cards to interactive soundboxes and online content, we bring purpose-driven storytelling to the shop floor, backed by strategy, data and design.

Campaign content Animals Speak Up.  A customized loyalty campaign in collaboration with Albert Heijn, WWF, Studio Freek & Aiborne. This campaign is built around endangered species and included a podcast series as well.

Not just purpose: proof.

We’re not just here for the storytelling: we back it up. As a Certified B Corporation, we’re committed to delivering programs that create value in more ways than one. Our loyalty items meet rigorous sustainability standards, and our campaigns contribute to broader ESG and brand-building goals.

We’re proud of our certifications. But we’re even prouder of the conversations we help start, the behavior we influence, and the kids who go home knowing something new.

Loyalty with purpose = Brand building that lasts

If your brand wants to matter to families, you need more than a one-off promotion. You need a platform, a story, a spark. That’s what we do at LUMEN. We create loyalty campaigns that spark curiosity, build trust, and deliver true brand value. Next time, we'll share more on our edutainment engine and how we help bring big topics to life through fun, factual, and family-friendly content.