Die Spens Rotterdam

Die Spens Rotterdam is a South African grocery store, but for South African expats in the Netherlands it can be much more: a piece of home. Our campaign concept is built around the big idea “You have a new home.” It turns a store opening into a community homecoming.

The strategy has three parts:

• Social media: a six-week campaign featuring iconic South African products.

• Opening day: an event that feels like a gathering rather than a brand activation.

• WhatsApp: a Broadcast Channel that sounds like a friend, not a newsletter.

The tone is warm and personal, with Afrikaans touches like lekker and braai, because this audience trusts community over advertising.

Visually, we combined the colours of the South African flag with Die Spens’s existing identity and chose each colour for its cultural meaning.

I led the research into South African colours and symbols, worked on colour and brand visibility, and ran the testing session. I also created the mockups, the presentation and shaped the strategy and marketing together with the team.