Case Study: AB Vassilopoulos drives Christmas CSR engagement with Wunderman Thompson

AB Vassilopoulos - Customer Case Study

Wunderman Thompson worked with AB Vassilopoulos, the Greek grocery retailer with a long-standing social role in the community, to create an 80th-anniversary Christmas CSR campaign. The challenge was to promote AB’s corporate social responsibility efforts in a way that reflected the brand’s “The joy to offer” message and connected with people during a season when loneliness and isolation can feel even stronger.

Wunderman Thompson developed an emotional storytelling campaign built around digital and physical engagement, influencer amplification, and a #xmastogether microsite where people could share wishes via SMS or video. AB also sold meal boxes to support families in need, funding Christmas dinners for 6,000 families; the campaign drove 150,000 donations and helped make thousands of family connections happen.

AB Vassilopoulos