The iconic ‘Eurootje’ campaign for PLUS supermarkets is well-known and liked by Dutch shoppers for its offering of products for just 1 euro.

However, as prices rises, the PLUS marketing team needed to adjust the ‘Eurootje’ campaign to keep its appeal while including products on promotion that were more than 1 euro.

• What do consumers think of the revised Eurootje campaign?
• How do the newer promotions of 2 or 3 euros fit with consumers expectations?
• To what extent does the campaign stimulate shoppers to visit PLUS?

PLUS immediately used the shoppers feedback to strengthen their next campaign, using these insights

• ‘Eurootje’ is very recognisable and is seen as an important action of PLUS that is part of the PLUS brand.
• Its strength lies in its clarity. The campaign is straightforward, simple and attractive. Shoppers love it!
• An action leaflet can also announce other price promotions. But in the ‘Eurootje’ campaign, a euro must remain a euro.