{"id":6385,"date":"2019-12-04T09:00:27","date_gmt":"2019-12-04T09:00:27","guid":{"rendered":"https:\/\/blogs.transparent.com\/dutch\/?p=6385"},"modified":"2019-11-22T14:08:07","modified_gmt":"2019-11-22T14:08:07","slug":"the-new-family-of-grocer-albert-heijn","status":"publish","type":"post","link":"https:\/\/blogs.transparent.com\/dutch\/the-new-family-of-grocer-albert-heijn\/","title":{"rendered":"The New Family of Dutch Grocer Albert Heijn"},"content":{"rendered":"

Albert Heijn recently released its latest round of commercials or reclames <\/em>depicting store manager Ilse juggling her personal life and work. While it is refreshing that Albert Heijn chose a female store manager to follow their previous “character” Henk van Dalen, this new round of commercials has stirred some controversy.<\/p>\n

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Photo taken by Marco Verch found on Flick.com with license CC BY 2.0<\/p><\/div>\n

Ilse van de Albert Heijn<\/h3>\n

As of this najaar<\/em> or fall, Ilse is the new face of Albert Heijn. She is a 35 year old woman who is store manager at Albert Heijn.\u00a0 Ilse lives with her son Tommie, her boyfriend Bert, a cat named Muis and her son’s hamsters.<\/p>\n

For the last 10 years, Albert Heijn had used the character of Henk van Dalen or Meneer van Dalen as the face of the grocery store chain. The commercials featuring Henk were your average grocery store commercials that promoted certain brands or merken, <\/em>acties<\/em> or promotions and had a few specials. Unlike Ilse’s commercials where we can see glimpses of her daily life, Henk was only seen at the store. In the 68 commercials with Henk that I watched for this post, only one mentions anything personal of Henk and that is when his “mom” makes an appearance as Albert Heijn’s most valued customer.<\/p>\n

Below is the first commercial of Ilse. Henk van Dalen also comes out as the guy who knows where everything is.<\/p>\n