Let's go shopping!

Of course, Sinterklaas isn't just about political correctness and being dragged off to Spain for being naughty. Oh no. It's also an opportunity for shopping. Albert Heijn, our esteemed supermarket, delivered a fabulous Sinterklaas packet with our last order. It included candy, liquorice drops, and a wonderful children's story book titled "Hoera, we gaan boodschappen doen!" -- Hurray, Let's Go Shopping!

This remarkably glossy little book tells the delightful story of Sinterklaas and helper Piet having to go to a supermarket -- guess which one! -- to buy all the things they need for December 5. Why? All the other Piets -- the cleaning-up Piet, the cook Piet, the steamboat captain Piet -- have disappeared. (I assumed that they've all buggered off to the beach for the day or have taken long-term sick leave, but that's not made clear in the book -- a missed opportunity for educating children about their future employment behavior, I fear.) Anyhoo, Sinterklaas and Piet are confused by all the different stores (cheese shop, fish shop, butcher's etc) and so forget lots of things. Off they hurry to Albert Heijn to buy everything they need in one place. Not only that, but this Albert Heijn has the cleanest floors, the fullest shelves, and the friendliest staff you could want -- far better than anything AH provides in the real world. Their checkout assistant tells them of the happiness an AH bonus card brings (even though it's not free). Not only that, but Sinterklaas buys AH shopping bags, so if his own sack breaks, he's got replacements! To conclude, they have the best Sinterklaas party ever -- all thanks to Albert Heijn. In fact, they had so much fun at the store, that they went back the following day!

This has to be one of the most cynical -- and clever -- pieces of marketing material I've come across. I hate marketers, but I tip my metaphorical hat to the AH marketing department. Brainwashing the kiddies at an early age: brilliant. Expect a call from Big Tobacco any day now.