The medium is the message!

The medium is the message!

These days, every food retailer is expected to offer customers an organic product range. Delhaize, a supermarket that has always been known for its extensive selection of products and its commitment to quality, didn’t wait around for the arrival of this trend to venture out into the world of all things organic. As a result, the brand can now proudly state that it has the largest organic product range, which also happens to be own-brand.

In total, Delhaize has 645 certified organic products on offer. But how do you make the scope of this range and Delhaize’s commitment to organic produce clear to the public at large? How? By putting all the products on display of course!

To this end, and in collaboration with Clear Channel, Delhaize decided to create one poster per product in their organic range, resulting in hundreds of posters, each of which different and numbered. A true challenge in terms of production and logistics, but a fine example of the rich variety that Delhaize’s organic range entails. On display in all of the bus shelters near you.


Agency: AIR

Brand: Delhaize

Client: Aude Mayence, Stéphanie Maenhoudt, Charlotte Chaidron

Executive Creative Director : Eric Hollander

Creative Directors : Dieter De Ridder, Joeri Van Den Broeck

Associate Creative Director : Sophie Norman

Creative: Jean-Marc Wachsmann, Benoît Hilson

Account team :  Dominique Libermann, Hafsa Smouni

Graphic Designers : Julie Taziaux, Hervé Pinte

Studio : Denis Haillez, François-Olivier De Deyn

Media: Clear Channel

Production : Hecht

A propos de air brussels - partner of McCann

Air is Belgium’s top independent agency, and the exclusive partner of McCann Group in Belgium. Strategic, creative on all touchpoints, business driven... Air brings additional meaning to the lives of brands, their users, and to its 40 employees.

air brussels - partner of McCann
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1170 Brussels – Belgium