Creating fans of the Xtra app

The Xtra app gives access to the benefits and services of over 600 supermarkets, web shops, pick-up points and petrol stations that are part of the Colruyt Group. App users automatically get all the discounts that apply at shops like Bio-Planet, Colruyt, Okay and Spar. But wait, there’s more. The Xtra app also contains plenty of features that make life easier while keeping things wallet-friendly, like mobile payments, digital shopping lists, the ability to filter by food preference, and so on.  

Onlyhumans was asked to raise awareness about the app, and to get more consumers to use it before, during and after their shopping trips. 

Our content strategy started from the insight that consumers always have too little time or budget for the things that matter most in life – whether that’s a slow family morning or a well-deserved evening at the spa. That’s where our content for Xtra comes in. Just like the app, it serves as a handy assistant. 

Our tips, advice, hacks and inspiration support consumers in their everyday challenges: from making shopping lists to taking their child’s lactose intolerance into account. This way, the Xtra content brings extra value for everyone who likes to live life to the full, besides all that shopping, cooking and hassling. In short: it’s content for everyone who’s a fan of easy living. 

Under the creative umbrella ‘fans of easy living’, we created a diverse mix of videos, infographics, polls and long-form content, introducing the very relatable characters of Fred and Nora, who each have their reasons for being an Xtra app fan. Fred wants to gain more insight into his spending habits, while Nora’s focus is on budget-friendly shopping.  

With our broader content, which is not directly related to the Xtra app, we’re there for the target audience, too. In every step of their shopping journey, we help them manage their budget, food preferences and intolerances, save time, do their bit for the environment, ... More specifically, we treat them to snackable formats on social media as well as more in-depth content like expert interviews. 

And we’re just getting started. In 2024, we will continue to work with Colruyt Group to raise even more awareness about the Xtra app and its many features that make life easier and more budget-friendly.