With “Deine Netto Freunde”, Netto turned private label products into collectible plush characters — transforming everyday shopping into an emotional loyalty driver.
The campaign features eight tailor-made plushies inspired by Netto’s own brands. By plushifying familiar favorites, Netto created highly recognizable brand icons that customers can collect, take home, and emotionally connect with.
Built to drive repeat visits and long-term engagement, the campaign rewards loyalty through a simple points-collection principle, redeemable for the plush characters of their choice with only a very low additional payment. The mechanic is easy to understand, perfect to activate in-store, ideal for integration across all marketing materials, and functions seamlessly across all channels.
The plushies function as more than rewards: they act as emotional brand touchpoints that strengthen brand affinity, increase memorability and appeal strongly to families — turning private labels into everyday companions. A piece of Netto for everyone!
“Deine Netto Freunde” shows how loyalty campaigns can combine commercial impact with brand storytelling, using collectibles that are deeply rooted in the retailer’s own product universe.
The result: a tailor-made and flexible loyalty concept — designed to impress and perform.
We would be happy to show how you can engage your customers with a customized collectible campaign.
