An end-of-year campaign that moved beyond promotion and delivered real business growth.
Founded in 1978, Renmans is a trusted butcher brand renowned for the quality and freshness of its meat, prepared daily in its workshops. Present in Belgium and Luxembourg, the brand is well known, yet not always top of mind. Its strength lies in artisanal expertise, fresh products, and long-standing customer trust.
Part of the same group, Henri Boucher in France embodies a more local and family-driven expression of the butcher’s craft. Rooted in tradition, the brand values authentic know-how, homemade recipes, and close customer relationships, while sharing the group’s core values of quality, service, and passion for the profession.
For the crucial end-of-year period in December, the objective was clear. The campaign aimed to inspire customers and showcase the wide product range available for festive moments. It also sought to establish the perception of quality, choice, and service at a good price.
Another key goal was to drive traffic to butcher stores by using geotargeting around the different locations. At the same time, the campaign aimed to maximize end-of-year sales, including online orders in Luxembourg.
Finally, it focused on reinforcing Renmans as the go-to butcher for special and festive moments, one that is truly worth the detour, while building local brand awareness and strengthening the brand’s overall positioning.
But the challenge went deeper.
The brands needed to attract new customers while responding to the increasingly aggressive price promotions and offers from major supermarket chains. At the same time, the goal was to move beyond purely price-driven communication. Instead, the communication strategy focused on a more differentiated proposition built around quality, choice, and service.
The traditional promotional folder, historically transactional, had to evolve.
From retailer communication to brand storytelling.
From static promotion to a connected content ecosystem, reaching audiences via radius targeting around the shops.
Craftsmanship had to become the hero.
ADDRETAIL didn’t create “just” a digital campaign.
We built a complete end-of-year concept.
At Renmans and Henri Boucher, you’ll find “the best for the end of year festivities”:
The best platters.
The best service.
The best meat.
The best advice.
And who embodies that promise?
The butchers themselves.
Instead of traditional advertising spokespeople, real butchers became the faces of the campaign. Their expertise replaced scripted claims. Their craftsmanship became proof.
Authenticity wasn’t decoration, it became a performance driver.
The print folder evolved. Print + digital.
It no longer simply pushed prices; it told stories.
The content highlighted the butcher’s expertise, festive preparation tips, recipe inspiration, and behind-the-scenes craftsmanship
QR codes embedded in the folder extended the experience into digital content:
videos with cooking advice, preparation guidance, and a glimpse inside the workshop.
Tradition became content.
Content turned into conversion.
The campaign architecture connected every step of the customer journey:
A fully integrated path from awareness to purchase to pickup.
One ecosystem. Multiple touchpoints. One consistent story.
