After the recent introduction of SUPR Spot, Bauer Media Outdoor is now announcing the first deployment of this new retail media concept. The Nationale Postcode Loterij, in cooperation with Publicis Groupe, is the first advertiser visible at all five SUPR Spot locations in Jumbo Kornneef Food Markets. From December 22 to January 1, the Postcode Loterij will be prominent at the entrance to the stores, including a promotion team and an eye-catching 2D version of the famous red Postcodekanjer truck with light accents.

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With SUPR Spot, Bauer Media Outdoor is bringing a new retail media concept to the market. It offers brands a striking brand stage at the entrance to the supermarket where digital visibility, physical branding and brand activation come together. Right when shopping behavior starts and consumers are still open to influence. That makes this first deployment around the PostcodeKanjer of €59.7 million extra relevant and impactful. The SUPR Spot Locations are located in Jumbo Scheveningen, Naaldwijk, Poeldijk, Oud Beijerland and the Mall of the Netherlands. These locations are characterized by high visitor flows, so that the Postcode Loterij immediately reaches a large and diverse audience.

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“We are proud that the first visibility on SUPR Spot coincides with a moment that grips the whole of the Netherlands every year,” says Wierish Debipersad, Commercial Director at Bauer Media Outdoor. “SUPR Spot was developed for impact right when consumers enter the store. Digital visibility, physical branding and brand activation come together here in one powerful moment of contact. The efforts of the Postcode Loterij perfectly show what this new retail media concept is meant for.” Matthijs Zoons, Co-Founder of SUPR Spot adds: “We are proud to be able to achieve this with Bauer Media Outdoor and help brands make an impact, right when shopping behavior starts.

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“The entrance to the supermarket is an ideal place for us to be visible,” says Marie-Claire Lintz, Head of Marketing at the Postcode Loterij . “Everyone stops by and is still open to our message. In this campaign at the end of the year, we draw attention there with the award and our recognisable Kanjertruck. What makes it extra valuable for us is that people may step in for that big prize, but with their participation they contribute at least 40 percent of the lottery prize to charities that are committed to a better world. That combination of having a chance and doing something good together is a perfect fit for who we are. In doing so, the use of screens, branding and activation ensures a striking and appropriate presence.”

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