Winning an award is one thing. Distributing it wisely afterwards is another. Appel & Ei won the ABN AMRO Sustainable Retail Award 2025 - 2026 last month, and the world had to know! Well, they certainly did. Another very successful Use Case that we are more than happy to share with you.
The company
For more than 21 years, Appel & Ei has been a pioneer in the field of second-hand clothing, with the mission to let fashion and sustainability go hand in hand. With 22 branches throughout the Netherlands, they provide a platform where fashion and environmentally conscious customers can make their stylistic discoveries.
Customers can sell their former favorites and discover unique fashion items at attractive prices while contributing to a more sustainable world. Thanks to the strong franchise formula of Appel & Ei and the focus on second-hand (brand) clothing, they make fashion accessible and ecologically responsible. They continue to strive for expansion and innovation, with the ultimate goal of reducing the impact of fast fashion and contributing to a cleaner planet. A great organization that we are happy to help in spreading their mission!
The news
We’ve mentioned the news a few times already: Appel & Ei won the coveted ABN AMRO Sustainable Retail Award for the 2025 - 2026 edition. The award was granted based on votes from both a professional jury and the public, recognizing the sustainable and innovative approach of Appel & Ei within the Dutch retail sector.
Earlier this year, we released a blog about leveraging awards in your PR strategy. In it, we highlighted that it is essential to feature the award in the headline (check!), but also to indicate in the message who granted the award and why. Appel & Ei has done this beautifully as well, through several concrete evaluations from the jury. Lastly, we advised adding quotes from the jury, and Appel & Ei has beautifully incorporated this as well. A press release we can only have praise for!
The assistence from Presscloud
What makes this campaign particularly special is that no assistance from Presscloud was needed at all. Appel & Ei wrote the press release entirely by themselves. Of course, it would be nice if they had written the press release based on our just-mentioned blog, but that would be giving ourselves too much credit.
What we did see is that they used our AI press lists tool. This allows you to create a press list of hundreds of relevant journalists who have all previously written about your topic within a minute. This makes manually searching for journalists a thing of the past, and you instantly have a desired press list fully tailored to your press release.
The results
With the combination of the above, it can hardly be otherwise that the campaign has become a great success. It has resulted in publications in the Algemeen Dagblad, BN/DeStem, the Provinciale Zeeuwsche Courant, FashionUnited, the Brabants Dagblad, and also mentions in Textilia, the Marketing Tribune, and Wonen360. A well-deserved stage!
Have you also won an award or been nominated for something? Send out a press release, and who knows, you might be the next success story!
