With an exhibition of 150 classic advertising campaigns, the Dutch foundation for preservation of the cultural-historical heritage of advertising ReclameArsenaal proved that advertising is a part of our daily life and of cultural-historical value.
McDonald’s wishes to step up its reputation in environment and sustainability. Strong practices are the basis for its first annual social reporting.The report is drafted according to the C+ Global Reporting Guidelines and validated by PWC.
With an exhibition of 150 classic advertising campaigns, the Dutch foundation for preservation of the cultural-historical heritage of advertising ReclameArsenaal proved that advertising is a part of our daily life and of cultural-historical value.
McDonald’s wishes to step up its reputation in environment and sustainability. Strong practices are the basis for its first annual social reporting.The report is drafted according to the C+ Global Reporting Guidelines and validated by PWC.
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At a glance
WOENSDAG
10 NOVEMBER
Making a milk moustache is always fun. 13:00-17:00 UUR
Turn this into a contest and it gets exciting IN DEZE
SUPERMARKT
too. The Province of North-Holland
adapted this concept to educate children
about organic farming.
Laat je fotograferen met je Melksnor en maak kans op:
- Een schoolreisje met de hele klas naar de biologische boer
- Eén jaar lang gratis Campina Boerenland Drinkyoghurt voor het hele gezin
Actievoorwaarden
• Door op de foto te gaan ga je akkoord met de actievoorwaarden • Over de uitslag kan niet worden gecorrespondeerd • Deelname aan de actie is uitsluitend mogelijk wanneer de volledige gegevens zijn ingevuld • Persoonsgegevens worden niet aan
derden verstrekt of verkocht • Je bent tussen de 6 en 12 jaar oud en woont in Noord-Holland • De prijzen zijn niet inwisselbaar voor een geldbedrag • Foto’s kunnen niet worden teruggetrokken uit de competitie • De organisatie heeft het recht om de
betreffende foto te publiceren op de website van De Mooiste Melksnor, te gebruiken voor promotionele doeleinden t.b.v De Mooiste Melksnor, of ter beschikking te stellen als persmateriaal aan andere websites of publicaties met als doel bekendheid
te geven aan deze actie • De organisatie is op geen enkele wijze aansprakelijk voor eventuele schade die voortvloeit uit de deelname aan deze actie, direct en of indirect.
3. Situation Analysis
Between 2005 and 2010 the Province of North-Holland directed an ongoing campaign to
promote organic agricultural products grown by local farmers. The campaign was aimed at
increasing consumer demand for organic products and thus stimulating farmers to switch
to organic production. One of the last promotional activities was aimed at school children:
the Best Milk Moustache.
Objectives
To educate children about organic farming and biological food.
Strategy
Children between 6 and 12 years old were invited to have their picture taken while ‘wearing’
their best milk moustache after drinking a glass of biological milk.
Partnerships with DekaMarkt supermarkets and multinational dairy company Royal Friesland-
Campina. The first prize was one year free Campina Boerenland drinking yoghurt for the winner
and his family, plus a school trip to an organic dairy farm for the winner and his school class.
4. Implementation
In four of the larger cities in the province of North-Holland a professional photo studio was set
up for one day at a DekaMarkt supermarket. Posters and local newspapers were used to invite
children to have their milk moustache photographed.
No less than 253 moustaches were photographed and uploaded to a special website. For each
city the best moustache was nominated. A jury chaired by the provincial commissioner for
agriculture chose the best moustache and the prize was handed to the prizewinner – a 7-year-
old boy named Koen – during a surprise visit at his school.
5. d. W 3
: 23.43 jks
s Dagblad e ge
holland Opla entie : dageli
: Noord-2010
Publicatie : Noord
Frequ
Datum hollands Dagblad
: 15-11-2010 ed. Dagblad Kenne
tie
merland
Publica
Pagina
: 11-11
: 11 Oplage : 15.31
Frequentie : dageli0 Advertentiewaarde
jks Regio : € 634,36
Datum
: Kennemerland
: 15
Pagina
Results
Publicatie : Agrarisch
Datum Dagblad
: 24-11-2010
Pagina Oplage
The contest gained much attention,
:5 : 9.266
Frequentie : 5x per week Advertentiewaarde
Castric Regio : € 1105,19
um
: landelijk
Oplage
Freque :1
ntie : w7.500
ekelijks Advert
Regio entiewaarde
regionally as well as nationwide. With a
: € 64,6
: Castr 1
icum
relatively modest budget a large press
coverage was achieved on radio, tv and
in newspapers. The advertising value of
MOOISTE (BIOL
OGISCHE) MELK
SNOR - WEDSTRI
alleen voor intern/e
igen gebruik JD
: € 157,88 e.o.
7355 00210 342
00 00
aarde
Advertentiew : Haarlem
Publicatie
Datum
: Haarlemme
: 18-11-2010
:3
r
Oplage
Frequentie
: 76.000
: wekelijks
Regio
the free publicity in newspapers alone Adverte
Regio
ntiewaa
rde
34
: € 251, m e.o.
: Haarle
Pagina : 94.000 s
m dit WeekendOplage elijk
: Haarle 2010 ie : wek
Frequent
mounted to E 29.734,00.
ie
Publicat : 19-11-
Datum :9
Pagina
IJD
SNOR - WEDSTR
MOOISTE (BIOLO
GISCHE) MELK
7355 00210 237
00 00
Also it strengthend the relationship
igen gebruik
alleen voor intern/e
between the Province of North-Holland
and the retail companies, and thus
MOOISTE (BIOLOGISCH
alleen voor intern/eigen
gebruik
E) MELKSNOR - WEDS
TRIJD
7355 00112 041 00 00
created the basis for a long-term
relationship.
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