For the seventh time, the European Institute for Brand Management named HEMA as the ‘Most indispensable brand of the Netherlands’. HEMA had recently added an organic version of its iconic smoked sausage to its assortment. BrandBase was asked to develop a spectacular for the occasion to generate free publicity. We built this around that iconic sausage, with the shape of a smoked sausage appearing as a ‘crop circle’ cut into a typical Dutch field of 5 hectares. We also made a commercial about the project.