Albert Heijn Supporting Gay Pride / Euro Pride 2016
In a pun on the slogan used for its quick-shop outlets, Dutch retailer AH will rename seven of its ‘AH to go’ outlets as ‘AH to gay’ for the duration of the Amsterdam Gay Pride Festival, to show its support for this event.
The seven outlets selected, located in the centre of Amsterdam, have been transformed to 'AH to gay’ featuring banners and balloons in the ‘Euro Pride’ colours and shop assistants dressed in pink polo-shirts.
Organised as a special edition of the annual Amsterdam Gay Pride festival, ‘Euro Pride 2016' has planned over 200 activities between the 23 July ('Pink Saturday') and 7 August. The festival's theme is 'Join Our Freedom’.
For every coffee sold - served in a limited-edition Euro Pride mug - for the duration of the two week festival, Amsterdam Gay Pride will receive €1,- towards the cost of the post-festival clean-up.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here.