HEMA: The celebration of a Dutch icon

The Dutch retail chain HEMA was voted the Netherlands’ most indispensable brand for the seventh consecutive year. The retailer used the occasion to spotlight the organic version of its equally indispensable smoked sausage. To make the best of this festive moment, we worked alongside creative agency BrandBase to develop a cool PR stunt and online activation: we picked up a tractor and mowed the iconic HEMA sausage shape – only this one was five acres in size – in an organic cropland close to Schiphol Airport. As a result, passengers flying in and out of Amsterdam’s airport enjoyed a surprising view of the Dutch icon from high altitudes.

Partners: BrandBase