Keynote

About the speaker

Els Lagrou is Marketing Director at Albert Heijn Belgium. She leads the brand and marketing strategy with a strong focus on relevance, creativity, and positive impact. Throughout her career, she has combined strategic thinking with bold creative communication and an honest human touch that resonates with people’s everyday lives.

About the presentation

Title: Swappen? Da’s beter eten in kleine stappen.

Description:

With the Swappen campaign, we invite people to make small, achievable changes toward healthier eating. No pressure. No moralizing. Just simple alternatives and a surprisingly tasty assortment.

In January, we relaunched Swappen through disguised repetition, using humorous sketches with Sien Eggers, Robrecht Vanden Thoren and Günther Lesage.

In this keynote, I’ll share how we use creativity, humor, and smart repetition to drive behavioral change.

Room: 8

Timing: 10:20 – 10:50