Delhaize and TBWA start the year with a beautiful health message.

If we have learned anything this strange year, it is that our health is the most important thing in life. And more unfortunately that life is short. So we have to enjoy every bit of it. Or should we say bite? Delhaize, a leading Belgian supermarket just launched a commercial and its resolution for 2021: let’s start living healthy today, all together.

Delhaize is all about healthusiam. The enthusiasm of living healthily and happily. That’s why the supermarket regularly launches initiatives to promote better eating by making healthy food cheaper and easier to prepare. But Delhaize never communicated about its vision until now. Now it does, in the shape of a moving story that plays with the contrast between two generations: those who wish they knew and those who wish they still could.

In the movie we get a glimpse of the life of a young girl. We feel that’s she’s not comfortable with herself, with the way she looks. Strangely we hear an older voice telling us how proud she is about her body and herself. As the story unfolds, we understand this is her grandmother’s voice. She wants to send a powerful message from the future to the younger generation. Don’t waste your time feeling uncertain and unhappy. Because we only have one body, and one life to enjoy it. So we all have to take good care of it (by eating healthy and staying fit), and enjoy our lives to the fullest.

A powerful message that joins the vision of Delhaize: living healthy starts now. Not tomorrow, now. And at Delhaize they’re ready to help you. Ready to raise a new generation of healthy and happy people.

Press release

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Marieke Michils

Account Director

Laure Ghekiere

Account Executive

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.