Albert Heijn

From supermarket shelf to King’s Day crowds in under 12 hours.

For the launch of Albert Heijn’s new Holland products, we created a social-first activation centred around an unexpected hero: peanut butter in a squeezable bottle. Alongside the larger campaign, Albert Heijn wanted a smaller production that could bring the product directly into the streets during King’s Day, and go live while the celebrations were still happening.

The film was built in three parts. We started inside an Albert Heijn store before following the brand’s hamster mascot into a nearby park, where it tried to sell the peanut butter squeezers as if they were part of a traditional King’s Day market. These opening scenes were scripted and directed, setting up the product and the playful premise.

From there, we took the mascot into the busy streets and let the day take over. People were invited to squeeze peanut butter onto everything from poffertjes and cake to sandwiches and even sushi. Their spontaneous reactions became the highlight of the film, while the activation itself attracted attention from passers-by who began filming and sharing it on their own channels.

Once filming wrapped, we immediately moved into post-production. The complete video was shot, edited and delivered within 12 hours, allowing Albert Heijn to publish it that same evening while the moment was still relevant.