Hans Anders launches new media campaign based on a historic promise

Optician chain remains true to its roots.
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11 May 2023

Our label Hans Anders will be launching a new campaign based on a winning slogan from the past. In this, the optical chain is going back to its roots and its brand theme from earlier years emphasising the solidity and outstanding price/quality ratio of the chain. The famous pay-off of this historic campaign ‘Hans, alleen de prijs is Anders’ remains etched in the collective memory of the Dutch general public to this day.

Through this new campaign, Hans Anders draws attention to the efforts made by the company in the past forty years towards making good vision and hearing affordable and available to the entire population. According to the chain, a lot has changed over the years but the promise of Hans Anders is still the same and just as relevant: the best service, the best eye and hearing tests and a high standard of quality in glasses, contact lenses and hearing aids, at the best prices. Through its extensive omnichannel platform, with over 400 shops and a strong online presence in Belgium and the Netherlands, Hans Anders is easily accessible for every customer.

New TV commercial Hans Anders

‘We attach tremendous importance to ensuring that everyone in the Netherlands, no matter their age, can see well and look good at the same time. The new TV campaign shows exactly how ‘We at Hans Anders’ see this. We walk our talk in all online and offline channels with inspiration and information about our products and services and, obviously, our widely known competitive prices.’

Bart van den Nieuwenhof, CEO

The new campaign will be rolled out on all media channels on 15 May. The television commercial will feature the heartwarming story of a girl wearing her new glasses to school for the first time. Many viewers will identify with this situation, which underscores the importance of being able to see well and look good at the same time, and that this should be equally accessible for everyone.

The brand strategy and communication were developed in consultation with VENGEAN, the agency that handled the rebranding of Hans Anders Retail Group to nexeye – the international parent company of Hans Anders, eyes + more and Direkt Optiek. Amp Amsterdam was engaged for the sonic branding, sound design and production of the radio commercials and Juul op den Kampe of Pink Rabbit productions, known for her typical, documentary-like approach, directed the first TV commercial.

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