Albert Heijn pushes promotional boundaries in Belgium with 2+5 free promotion

Albert Heijn is launching an unprecedented “buy seven, pay for two” promotion on sixteen products in Belgium. In practice, this amounts to a discount of more than 70 %. Market leader Colruyt has already responded to the promotion.

“In our DNA”

Promotions of the “1+1” or even “1+2 free” kind have not been uncommon on the Belgian market in recent years, but the “2+5 free” promotion that Albert Heijn is advertising now is unprecedented. The promotion applies to typical stock items such as certain dishwasher tablets or toothpastes, but also to food items such as tomato puree or mini donuts. One range of cooking pans is a non-food exception.

“Since our arrival in Belgium fourteen years ago, we have been known for our promotional stunts”, spokesperson Ann Maes told Belgian newspaper Het Laatste Nieuws, but “With this ‘buy 7, pay for 2’ promotion, we are surprising them with an unprecedented offer. It is the perfect opportunity to stock up your pantry.”

“Our customers can expect more impressive promotions. It is in our DNA”, she added. With this promotion, Albert Heijn is primarily putting pressure on market leader Colruyt, which offers customers a lowest price guarantee. And indeed: on the Colruyt website, we have noticed price reductions with the note “response to competitor’s promotion” for the products in question.