Dutch retailer Albert Heijn has launched an interactive YouTube channel, ‘Appie Today’, which will present vlogs, shows, reviews and informative features about food, trends and current affairs.
The online content will be created in collaboration with customers and employees of Albert Heijn. It will aim at a 'young demographic' which will include potential customers, as well current customers.
Albert Heijn claims to be the first retailer to broadcast such a varied content through its online platform. It also claims to have the largest editorial team, consisting of all of its 100,000 employees.
"The media landscape is fragmenting and the media consumers are increasingly selective in their search for a story that they can connect with. We believe that 'Appie Today' offers exactly that," Wouter Kolk, CEO of Albert Heijn, commented.
Appie Today's chief editor, Monique Berger, added, "We focus on stories, based in reality: sometimes touching, often funny, always real. I can’t wait to show all our programmes."
Programmes featured regularly will include 'Cuppa Today’, ‘Happy with Sjoerd' and 'Food for Thought' (an episode of which can be streamed below).
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign-up for ESM: The European Supermarket Magazine
