Supermarket superstars

Unizo

TL;DR

We helped Buurtsuper turn their “Supermarket of the Year” campaign into a 360° success, blending emotional storytelling with smart digital and offline activations.

Scope of work

In short

How do you turn a voting campaign into something bigger? Buurtsuper, supported by Unizo, wanted to go beyond the rational and connect emotionally with customers while celebrating local supermarkets. For three consecutive years, we helped them create a fully integrated campaign that captured hearts, clicks, and conversions.

The centerpiece was a durable online platform where customers could vote for their favorite local supermarkets, download coupons, and win prizes from partners like Guylian and Jules Destrooper. But we didn’t stop there: we wrapped the campaign in a smart mix of digital content, social buzz, and in-store activations that kept the message front and center.

The challenge

This wasn’t just another awareness campaign. Buurtsuper needed an emotional story to engage customers, paired with a robust digital platform to drive conversions. On top of that, we had to balance offline activations with a strong online presence, creating a campaign that worked seamlessly across channels.

The insight

Local supermarkets aren’t just places to shop, they’re hubs of connection, care, and community. By focusing on the emotional bond between these shops and their customers, we could create a campaign that celebrated their value while driving traffic to the platform.

The outcome

We turned “Supermarket of the Year” into a movement, bringing together local pride, national engagement, and impressive conversion rates.

In numbers

250k

website visitors in one month

1

nationwide community across local supermarkets

3

years of campaigning

In detail

“

At the heart of the campaign was the “Superbuurt” (“Super neigborhood”) platform, a sleek and user-friendly site built to last. Customers could vote for their favorite local supermarket, access exclusive coupons, and enter to win prizes from campaign partners like Guylian and Demak’up. To make life easier for shop owners, we added a custom poster generator, allowing them to create personalized materials for in-store promotions.

Offline, we kept the energy high. Scratch cards distributed across participating supermarkets added an interactive touch, while a special edition Guylian chocolate box became a sweet reminder of the campaign during “Weekend van de Klant” (“weekend of the customer”) .

Online, we deployed a sharp content strategy that tied everything together. From blogs and SEA to partner content and social media ads, we made sure the campaign was a traffic magnet. The results spoke for themselves: in just one month each year, we brought 250k visitors to the platform and boosted social engagement across the board.

This seamless mix of online and offline tactics not only built awareness but also created real connections between customers and their favorite local supermarkets. Exactly what Buurtsuper stands for.

Want to make your campaign unforgettable? Let’s talk: hello@supermachine.be.

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