The Minis Are Back!

Mini Mania is back. Bigger than ever… well, smaller.

Every year, Albert Heijn, the Netherlands’ favorite grocery store, turns grocery shopping into playtime with Minis (tiny versions of real products kids can collect and use to play shop at home). It’s a full on tradition, complete with mini packaging, a mini hand scanner, and kids begging to come along for the grocery run.

This year, we wanted to crank up the hype and make the reveal feel magical.

We brought the Minis to life through two playful videos that blurred everyday shopping with imagination. Full-sized products folded into their miniature versions the moment they were touched.

In the first execution, a shopper reached for everyday items on the shelf, only to watch them instantly transform into Minis, scanned and ready for play. In the second, a full-sized Albert Heijn supermarket folded itself down into a miniature store right on the street, doors opening to shelves packed with Minis.

The videos rolled out across social, in-store screens, and OOH, building hype, and reminding families why Albert Heijn Minis are such a beloved part of growing up in the Netherlands.