Making eco logical with a content strategy for Colruyt Group

Colruyt Group is a Belgian retail group representing well-known brands like Colruyt Laagste Prijzen, Bio-Planet, OKay and SPAR. They asked us to develop a communication and content strategy to highlight their use of the Eco-score – a convenient colour code that indicates the ecological impact of their products – and to help consumers see Colruyt Group and its members for the eco-conscious brands they are.  

Colruyt Group wants to encourage customers to make small changes to their lifestyle and purchasing behaviour – small changes that have a big impact on health, society, animal welfare and the environment. They came to us for a long-term, multi-layered strategy for each of these four domains. Our approach? Making the responsible, ecological choice both easy and self-evident. In other words: “Making Eco logical.” 

Our first campaign wave, in March and April 2023, focused on increasing awareness of the Eco-score and on making eco logical. We explained how the colour codes work, how the Eco-score is calculated, and what it means in terms of environmental impact. In subsequent campaign waves, we zoomed in on the specific benefits, as well as highlighting the fun aspect of eco-conscious cooking in four Eco-challenges. 

Our first campaign wave resulted in a series of explainers with eco-influencers Bartel Van Riet and Vinz Kanté, which we published on YouTube and Colruyt Group’s social media channels. In the videos, Bartel and Vinz get to work with several tasty products, telling you everything you need to know about the Eco-score. At www.eco-score.be, viewers get an overview of all the information, and they can test their knowledge by taking the Eco-quiz.