Albert Heijn has retained its iconic status through its consistency in advertising, building strong Meaning through its distinctive characters.

11 januari 2024
AH oranges smile man

With its beginnings as a spice store in 1887, Albert Heijn has since grown into the largest supermarket in the Netherlands with a market share of 37% in 2022. The brand currently has over 1100 stores in the Netherlands and has branched out into ‘AH To Go’ stores, built an online presence and offers a home delivery service.

The brand has managed to build a very strong Meaningfully Different offer, which when paired with a strong Salience puts the brand in a very strong position in the Netherlands.


Brand Equity Index

Source: Kantar BrandZ, Albert Heijn, The Netherlands, 2014-2023


Albert Heijn has managed to reach its iconic status in recent years by building its Meaningfulness to customers – it is a brand that meets its customers' needs and one that they love. Distinct is the second highest contributor to Meaning in the category (at 18%) – something Albert Heijn excels at.

Albert Heijn Meaningfulness

Meaningful Profile Score

Source: Kantar BrandZ, Albert Heijn, The Netherlands, 2014-2023


As well as the distinctive blue and orange colour scheme used throughout the AH stores (orange to denote a discount), the supermarket is well-known for its Hamsteren sales (‘Hoarding’ in English) and its use of a familiar personality in its advertisements – a Hamster for its sales and since 2019 the character of Ilse, a supermarket manager.

Our BrandZ 2023 report presents many success stories of other great brands. Curious about the highest rising brand since 2021 and and the value of building strong equity? Download the BrandZ 2023 report


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