The iconic lion comes out of its cage



Delhaize, Belgium’s oldest supermarket, approached TBWA while grappling to define its unique voice in a saturated, price-driven supermarket market landscape.

The Challenge

How can a (re-)branding of Delhaize help rejuvenate it image and solidify its unique position as Belgium’s healthiest supermarket?

The Solution

We unleashed the lion from its cage, made it walk and infused it with a cool swagger, leading customers towards a healthier lifestyle. We also ditched the boring black and turned our lion into a poppy multi-colour brand logo.


Beautiful bins

How McDonald’s went from advertising burgers to advertising bins in order to inspire positive behaviour.