BOFO

The problem​

In Belgium, many shoppers don’t know that the Bonus Folder is available in the Albert Heijn app, or that a new one appears every Friday. How do you point people to the app without making another boring reminder post?​

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The idea

Among young Dutch people, abbreviations are everywhere. They’re fast, playful, and instantly recognizable as Dutch culture. so to announce the Bonus Folder in a way that actually stands out, we spoke in Dutch shortcuts. We shortened Bonus Folder to BoFo and built the entire message in the Bonus Folder into abbreviations.

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The execution

In the video, bonus deals were communicated entirely in Dutch-style abbreviations. Lines like “Gappie, de nieuwe BoFo staat in de appie app” and “Vergeet je Boka niet, de Biba’s zijn 1+1” felt playful but unfamiliar, inviting viewers to pause and decode the message. As the abbreviations were revealed, people discovered two things at the same time. What the deal was and where to find it, in the app. By turning the announcement into a small language puzzle, humor and curiosity did the work for us. Instead of explaining the Bonus Folder, we invited viewers to play along, using Dutch shortcut culture as the hook that led them to the app.