For the seventh time, the European Institute for Brand Management named HEMA ‘Most indispensable brand of the Netherlands’. Recently, HEMA added an organic version of its iconic sausages to the assortment. BrandBase was asked to develop a spectacular to generate free publicity.
The HEMA smoked sausage is an icon of the HEMA brand. In order to celebrate the title ‘Most essential brand of the Netherlands’, BrandBase used the icon as the carrier of the stunt. The form of the sausage was mown into the form of a ‘crop circle’ on five hectares of typically Dutch farmland. BrandBase made a commercial for the project, featuring a real Dutch farmer! The commercial was broadcast frequently, including during the commercial block for the ratings champion Boer Zoekt Vrouw.