Colruyt Groupies connect at the launch event for the new ambassadors’ platform

On Monday 2 June 2025, new (and not-so-new) ambassadors came together for the kickoff event of Colruyt Group’s brand-new ambassadors’ platform. For the participants, it was a chance to get to know the platform, reflect on what it means to be a Colruyt Groupie, and finally meet the people behind those familiar Teams profile photos.

Different expectations

"I mainly hope to learn more about the platform’s features.”

“I’d like to spice up my LinkedIn profile.”

“I’m here to network.”

Expectations varied at the start of Colruyt Group’s ambassadors’ platform kickoff event. After the platform’s release in late April, colleagues from IT, Digital Factory, and Identity, Brand & Marketing were invited to sign up as ambassadors. 169 co-workers answered the call, and around 30 of them – both new and experienced ambassadors – attended the kickoff. They were not disappointed. On the agenda: purpose-driven sessions, a platform demo, workshops on ambassadorship and social media, and even a photoshoot.

Authentic communication

Lisa Colruyt, Division Manager of Identity, Brand & Marketing, kicked off the event. “I’ve always preferred marketing campaigns where our people are the ones speaking,” she began. “That could be our store co-workers, or you, via social media.”

One eye-catching figure she shared: 76% of consumers trust a corporate message more when it comes from employees themselves. That’s a powerful purpose for ambassadors to take to heart. It’s up to them to show their commitment and help spread the word about the many initiatives across the Group. “We have a strong reputation, but some of our initiatives still fly under the radar,” Lisa added.

Lisa Colruyt, Division Manager of Identity, Brand & Marketing at Colruyt Group, addressing the ambassadors. Lisa Colruyt trapte het event af met een moment van zingeving.
Lisa Colruyt, Division Manager of Identity, Brand & Marketing
I’ve always preferred marketing campaigns when our own people are the ones speaking.

Motivated Colruyt Groupies

Colruyt Group ambassadors take part in a social media workshop at a kickoff event. Newbies playing a ‘True or False?’ game about social media use.

Motivation was certainly not lacking. IT analyst and brand-new ambassador Matthias Ooms appreciates having a pulse on what’s going on within the organisation: “We’re such a large company and we do so many things. Even co-workers don’t always know everything that’s happening, let alone people outside the company. This is a great way to stay in the loop. Do I post a lot on LinkedIn? Not really, but this platform will definitely help me with that.”

Press officer Hanne Poppe, whose press releases often serve as content for the platform, also sees herself as an ambassador: “I’ll definitely be using the new platform, although I tend to start writing whenever I see a misunderstanding about Colruyt Group spreading online.”

One thing stood out at the event: many new co-workers were in attendance. One of them was Yens Bonnarens, a freshly hired IT analyst. “I wanted to take my commitment a step further – that’s why I signed up to be an ambassador.”

Another newbie, junior IT analyst Senne Moens, is clearly enthusiastic: “I’m looking forward to building my online profile and network. I’m not afraid to share my own posts. I’ll do my own thing and communicate as authentically as I can.”

Junior IT-analist bij Colruyt Group
Senne Moens, new ambassador
I’ll do my own thing and communicate as authentically as I can.