Goals and objectives
Colruyt, through its sub-brand Colruyt Laagste Prijzen (Colruyt Lowest Prices), aimed to reinforce its reputation for quality and craftsmanship, particularly highlighting the expertise of its in-house butchers. The objective was to position Colruyt as the ultimate one-stop shop for all BBQ needs—meat, accessories, and more—during the peak BBQ season from May 22 to August 13. Integreate by DPG Media was tasked with developing a flexible, long-term partnership campaign that would generate buzz around BBQ at precisely the right moments throughout the summer.
Surprising Insights
While not entirely unexpected, the campaign reaffirmed that when editorial and native content are strategically aligned and respectful of each other’s roles, the combined impact is significantly amplified. This synergy between content types helped drive deeper engagement and stronger brand association.