Plus Supermarket: Eat Well Together by J. Walter Thompson Amsterdam

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Christmas can be lonely. Anyone who has lost a friend, split up with a partner, or who has parents that live apart knows that the most wonderful time of the year can be … well, not always the most wonderful time of year.

Plus Supermarket briefed their agency J. Walter Thompson Amsterdam to create their very first people driven – rather than product driven – Christmas campaign. The agency’s idea was to make something emotional, authentic and perhaps more true to life than the norm.

As the supermarket’s brand line and strategic mission is to ‘Eat Well’ – the Christmas twist on this line was to ‘Eat Well Together’. The aim was to make this come to life in an inclusive way that anyone and everyone in the Netherlands could relate to. This led J. Walter Thompson Amsterdam to focus on a co-parenting family, and to tell the tale of a little girl with separated parents.


Agency: J. Walter Thompson Amsterdam

Creative Partner: Bas Korsten

Executive Creative Director: Marcel Hartog

Concept: Chris Sant, Dieuwer Bulthuis

Art: Chris Sant, Gerard Foekema

Copy: Dieuwer Bulthuis

Executive Strategy

Director: Daan de Raaf

Strategist: Lex Noteboom

Business Director: Budi Gonzalez de Chaves

Screen Director: Marloes van den Berg

Senior Concept Producer: Charlene Thomas

PR Director: Jessica Hartley Client:

PLUS Supermarket Manager

Formula & Communication Manager: Bas Snetselaar

Marketing Communication Manager: Cecile van den Heuvel

Campaign Manager: Lydia van den Brandhof

Campaign manager ad interim: Pauline Effern

Corporate Comms Manager: Ingeborg Biemans- Posthumus

Production Company: Pink Rabbit

Directors: Ismael & Basha

Cinematography: Martijn Broekhuizen

Post production & Visual Effects: Captcha!

Editor: MRTN edit boutique

Music: The Cinematic Orchestra - To Build A Home

Written by: Jason Swinscoe, Philip Jonathan France, Stella Page, Dominic Smith, Patrick Watson

Published by: Ninja Tune/Kobalt/Cloud 9

Music Supervision: Amp.Amsterdam

Sound: Lab 3, Jeroen van Gessel

Media: Initiative Amsterdam

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