Europe - EN
België - NL
Nederland - NL
España - ES
France - FR
Starting today and running through mid-December, more than 280 Colruyt stores will collectively serve over 1.2 million sample plates. With this, the retailer is kicking off the holiday season early for the second year in a row, following a successful first campaign last year.
“Most engaging campaign ever”
For six weeks, the stores will serve a selection of festive products “on iconic Colruyt plates” on Thursdays, Fridays, and Saturdays, the company reports. All courses are represented, including appetizers, soups, prepared dishes, and desserts, as well as wine, beer, and non-alcoholic beverages. “Tastings are part of Colruyt’s DNA, just like our unique checkout system and the lowest-price guarantee,” says Jo Willemyns, Colruyt’s CEO. “The tastings inspire customers and introduce them to new products or recipes.”
Just like last year, Colruyt is starting extra early again. The supermarket chain wants to take the pressure off customers in the run-up to the end of the year, which is a stressful time for many. After all, a survey commissioned by the retailer in 2025 showed that about four in ten Belgians prefer to start their end-of-year preparations as early as possible.
This repeat effort is no coincidence: last year, Colruyt says it attracted a record number of new customers thanks to the “Trick Against the Holiday Rush” campaign, which launched two weeks earlier than usual, with the first TV commercials and in-store tastings as early as the beginning of November, plus strong promotions on holiday products. According to the retailer, it was the most effective campaign ever: half of the customers who saw it went on to visit a store or make a purchase.
