AB Vassilopoulos: 52 weeks, 52 feeding and care initiatives in Greece
AB Vassilopoulos
CSR Program
52 weeks, 52 feeding and care initiatives all over Greece
The Client
“AB Vassilopoulos” (Άλφα-Βήτα Βασιλόπουλος) or simply “AB” is a supermarket chain based in Greece. Member of the Delhaize Group, Alfa Vita is the second largest food retailer in Greece, known for its large assortment, including fresh and organic products and local specialties.
The Opportunity
The Client wanted to address its various CSR activities under one central nationwide campaign.
The Solution
The project’s theme was: 52 weeks, 52 feeding and care initiatives in Greece. Through the “52 weeks” initiative AB strived to comfort the everyday life of people facing feeding problems and they need support.
Sprint designed and implemented all communication materials to support the nationwide campaign, such as the program’s brand identity, print ads, in store materials, radio spots, web banners, a Facebook app and internal marketing activities, webinars, etc.
After their very successful Volunteering Day (also suggested and organized by Sprint), the people of AB Vassilopoulos took on another big commitment. They started a nationwide initiative, from one end of the country to the other, to support our fellow people who were in need.
This ongoing action begun on September the 30rd, 2013 and for a whole year the company will support 52 feeding and care initiatives, every week in a different region of Greece, like a relay race.
For as long as the “52 weeks” initiative will last, the client offers dedicated solidarity products on marked stands for its customers. Part of the proceeds from the sale of these products will be added to the amount they will gather for their cause. For a whole year, their minor and major providers will be able to support their cause by offering a small amount of money from their products’ sales.
The Initiative Continues…
Sprint was chosen again to be a key partner of AB in the large nationwide CSR campaign called “52 weeks – 52 feeding and care activities across Greece,” which started last year for the first time.
This year, Sprint created the motto “We are parents of thousands of children” in order to raise social awareness. The goal is to support thousands of children in cities, regions and societies where AB is active! Sprint designed and implemented all communication materials to support the nationwide campaign, such as print ads, in store materials, radio spots, web banners etc.
For as long as the “52 weeks” initiative will last, AB offers dedicated solidarity products on marked stands for its customers. Part of the proceeds from the sale of these products will be added to the amount they will gather for their cause. For a whole year, their minor and major providers will be able to support their cause by offering a small amount of money from their products’ sales.
