Feedback EU aimed to raise awareness among supermarket consumers in the Netherlands about greenwashing practices and the climate impact of meat and dairy. The challenge was to translate complex climate data into accessible messaging, reach a broad yet relevant audience, and motivate people to take action within a limited budget and campaign timeframe.
We developed and executed a phased social advertising strategy designed to move people from awareness to action. Campaign concepts such as Valse Bingo and the Albert Heijn bonus campaign turned complex sustainability issues into clear, engaging narratives.
Phase one focused on video driven awareness using interest-based targeting. Phase two shifted towards engagement and action, combining static and video ads with remarketing to audiences who had previously interacted with the campaign. All campaigns were continuously monitored and optimised to maximise reach, engagement, and cost efficiency while guiding users towards dedicated landing pages with clear call to actions.
The campaigns delivered strong visibility, engagement, and meaningful action among supermarket consumers across the Netherlands. Thousands of users interacted with the campaign content and actively participated by signing up via online forms and sending messages to supermarket management teams. These actions encouraged supermarkets to reconsider the climate impact of promoting and selling meat and dairy, helping Feedback EU turn awareness into real public pressure and tangible engagement.
During my time as a campaigner with Feedback EU (now Foodrise), I was grateful to have Ivo and Digital Heroes as support for our online marketing activities, including social media marketing, website development, and marketing automation. They were quick to answer, open to help out with various questions and their communication was personal yet professional. They communicated what they could and would do transparently, and kept me updated on their work. They were proactive and well organised, which made the collaboration pleasant.
Campaign Manager Food & Climate at Feedback EU
