Eating better, with Albert Heijn's and Happiness' "Kleijne Swaps"

Eating better doesn't always have to involve drastic changes or grand expectations. It can also be done step by step: simple, easy and achievable, with Albert Heijn and Happiness' “small swaps” (kleijne swaps). The idea? Replacing certain food products with a more nutritious alternative.

A granola bar instead of chocolate? Top. Go for wholemeal pasta on Wednesdays? Fine. Because eating healthier, that can swap for swap.

With the ‘small swaps’ (kleijne swaps), Albert Heijn wants to encourage and inspire customers to make small changes to their diet in order to eat better. On the purpose-built ‘kleijne swaps’ web platform, the retailer highlights a number of swaps each week and customers can also share their own ‘kleijne swap’ with the Albert Heijn community there. Nice bonus: if such a swap makes it to ‘Swap of the Week’, the customer wins a nice - and well-deserved - amount of money.

The ‘kleijne swap’ campaign works with a tease and reveal phase. In the tease phase, we mysteriously introduce consumers to the concept of swapping, and then in the reveal phase we link the concept of swapping to healthy products and tips for a healthy lifestyle.