In 2013, Albert Heijn launched the “Pasen wordt Jammie” (Easter becomes Yummy) campaign, collaborating with chef Jamie Oliver to introduce exclusive Easter dishes. The advertisement, produced by TBWA\NEBOKO and directed by Diederik van Rooijen, showcased Oliver preparing festive recipes available only at Albert Heijn. This partnership aimed to inspire customers with unique culinary options for the Easter holiday, enhancing Albert Heijn’s brand appeal by associating with a renowned chef. The campaign emphasized the supermarket’s commitment to offering diverse and high-quality products for special occasions.