Retail Brand HEMA Celebrates EuroPride with Saucy Sausages & Cheeky Custard Slices
International retail brand HEMA has shown its support for EuroPride with a tongue-in-cheek campaign celebrating two of its iconic products: sausages and custard slices.
Over the past years, HEMA has consistently prided itself on a reputation as the store where everybody feels welcome and is constantly seeking to build meaningful connections with its customers by tapping into topics that move society, such as gay rights. In this spirit of celebration and inclusion, creative agency XXS Amsterdam created this bold statement campaign – a set of limited edition t-shirts emblazoned with three visuals: Sausage Love, Custard Slice Love, and Love between Sausages and Custard Slices.
All profits from sales will be donated to the Gay-Straight Alliance Network of COC: a group of students and teachers who strive for safety at schools for everyone, regardless of sexual orientation.
Executive Creative Director: Hans van Nood and Remy Kurpershoek
Producer: Josien de Heul
Creative Agency: XXS Amsterdam
Strategy Director: Joram Helmer and Karlijn Marchildon
Creatives: Saskia Meijer and Rene Verhagen
Client Servicing: Barbara Zwaaneveld, Auke Roggeveen
Production Company: HALAL
Producers: Shaheen Hameedah
Photographer : Anne Claire de Breij
Category: Retail and restaurants , Retail stores