Extra Shop is a Belgian retailer with 44 stores across Brussels and Wallonia, offering everything you need for cleaning and home care. With a uniquely broad product range, Extra Shop stands out by offering both variety in products and in price points.
Because of rising inflation, Belgian shoppers are turning more often to hard discounters. Like many retailers, Extra Shop faced fewer customers and smaller purchases. Our challenge? Reinforce the brand by focusing on affordability and quality. To remain relevant, we needed to shift perception: from ‘too expensive’ to ‘products at every price, including low-budget options’.
Extra Shop had to show the diversity of their product range to be seen as a specialist in home care. That’s why we launched a multi-platform spring campaign with a strong brand claim: ‘Chez Extra Shop, Y A TOUT pour le ménage’ (At Extra Shop, there’s everything for your household needs). By showing not just a wide variety of products, but also multiple price levels per product, we positioned Extra Shop as a versatile and trusted retailer. To make the lowest prices stand out, we introduced a playful label: ‘Les Touptiprix’.
The first touchpoint of the spring campaign was radio. In the radio ads, we highlight the difference between a typical general store and Extra Shop. We use humour to make the brand stand out, flipping the script on the usual shopping frustration: instead of hearing ‘we don’t have that’, at Extra Shop, the answer is always ‘we do’. The format works for promos, product highlights like Xpro or the eco range, basic-price offers like Touptiprix, and is perfect for seasonal waves too.
Online ads on Facebook and Instagram brought the Extra Shop story to life, with a mix of static ads, animated product carousels, and dynamic ads showing everything from Touptiprix to Eco-Friendly. We targeted women aged 30-55 living near a store, because location is key. The ads ran in an always-on format, with smart retargeting based on recent clicks and visits, keeping Extra Shop top of mind and easy to find.
In print, we focused on showcasing the diversity of Extra Shop’s product range and the variety in pricing. The folder highlighted everyday cleaning essentials across all price levels. Just like in other channels, the goal was to position Extra Shop as the go-to specialist with something for every budget. In Belgium, we still love print folders, and it showed. A targeted door-to-door distribution in key cities helped drive traffic to physical stores.
Although website traffic wasn’t the main goal, the numbers show more and more people are actively looking for Extra Shop. We saw strong growth in direct and organic visits, and branded searches went up by 144%. The social campaign alone reached over 2 million people and 29 million impressions, with an average of 14 views per person, which is key to staying top of mind.
