Dirk van den Broek

A no-nonsense communication concept

Total Design has developed the new communication campaign for Dirk van den Broek (Dirk), one of the biggest supermarket-chains in the Netherlands.

Dirk is a supermarket that thinks and acts like a customer, adapting to local and day-by-day needs, constantly updating and changing its extensive offering. Even though being big, Dirk have maintained this strong local-store customer-centric mindset throughout its 75 year history. Honest, transparent and no-nonsense. Always offering low prices and great service.

This was and always has been the vision of its founder, Dirk van den Broek. Today it’s their key message to the world, “de boodschap van Dirk” (“boodschap” has a double meaning in Dutch, meaning both “message” and “groceries”).