Albert Heijn launches Disney-themed fruit and vegetable campaign

Albert Heijn is launching a new promotional campaign called ‘Diskeyz’ in collaboration with Disney and Pixar to encourage children to eat a wider variety of fruits and vegetables. Starting September 7, customers will receive one of 30 collectible Diskeyz figures for every €15 spent on groceries.

The campaign links specific characters to various produce and rainbow colors; for example, Donald Duck is associated with red cabbage, Olaf with carrots, and Elsa with iceberg lettuce. These collectible items are designed to be clicked together and stacked to create various structures. To further engage children, the campaign includes the ‘Rainbow Challenge,’ which encourages kids to discover and taste different colored produce.

Research conducted by Albert Heijn among parents indicates that while green, red, and yellow fruits and vegetables are commonly consumed, blue, purple, and white varieties are less frequent. The campaign aims to stimulate curiosity regarding these less familiar colors. Additionally, the supermarket is introducing five exclusive Disney-themed meal kits to help families cook together.