Whamster
Albert Heijn
Overview
For Albert Heijn’s 2024 Christmas campaign, we reimagined the classic music video’s warm, nostalgic atmosphere – now starring the supermarket chain’s beloved Hamster character, familiar family faces, and a special cameo by Andrew Ridgeley himself.
This campaign blends past and present, bringing the timeless holiday spirit to life for a new generation. It’s a true testament to how a shared cultural moment can continue to inspire and connect us all, year after year.
The Challenge
For supermarkets, December is the month that decides the year. But in 2024, the pressure was heavier than ever: overall supermarket revenue was declining, price sensitivity was rising, and hard discounters were gaining ground. Consumers were watching their wallets more closely, and price became the deciding factor in where to shop – a tough climate for any market leader.
Albert Heijn needed to grow its customer base, not just basket size. To stay the number one Christmas supermarket, the brand had to draw in more shoppers during a moment when every competitor pushes its loudest campaign of the year. And because Christmas communication had become one big blur of ‘cosy sameness’, simply being visible was no longer enough.
The real challenge was emotional: how to stand out in the most cluttered season and still give people the feeling that Christmas starts at Albert Heijn – even when consumers are overwhelmed, price-driven, and pulled in every direction.
The Solution
TBWA\NEBOKO leaned into the emotional heart of Christmas: nostalgia. Research revealed that in a restless world, people instinctively reach for the familiar; the traditions, sounds, and small rituals that make the season feel like itself. That insight unlocked a simple but powerful direction: bring back a classic Christmas feeling but reimagined for today.
The creative idea revolved around the iconic Wham hit “Last Christmas”, revived in a way that felt timeless yet new. Ilse, her family, and their beloved hamster became the warm, modern lens through which the song – and the season – was experienced. The cameo of Andrew Ridgeley added cultural credibility and a playful wink to fans across generations.
Every creative choice supported this nostalgic-but-now moment: a recognizable melody, a comforting visual world, everyday scenes that spark memories, and humor that keeps the story light. Together, these elements turned the campaign into an emotional invitation; one that made people feel the holidays beginning the moment they encountered Albert Heijn.
Albert Heijn’s impact was recognised with a Golden Effie Award.
