A campaign to get you pumped!
Challenge
Belgium means the Royal Family, the Red Devils, fricadelles... but it also means our good potatoes grown with passion in the fields of Wallonia. The ones we use for our chips, the ones that have been part of Belgian life since childhood.
But in the face of highly Instagrammable foods such as avocado, sweet potato and quinoa, our potatoes are finding it harder and harder to find a place on our plates. And that's a shame for our farmers.
Campaign
The first 100% potato election campaign, with each variety defending its strengths while promoting the expertise of our farmers. Potatoes that are fun, colourful and staged with an original mixed media graphic charter.
Backed up by a bespoke content strategy, the campaign celebrates the Belgian way of life with tasty anecdotes, competitions, quizzes and local encounters, optimised for maximum impact on social media!
Branding
Let's face it: potatoes and chips have never been so stylish! To make this campaign as refreshing as it is coherent, we've totally rethought the visual identity of the potatoes and chips so dear to our heartland.
Fun, quirky, trendy... potatoes are finally cool, and so are their producers!
Personal branding
By putting producers, artisans and friturists at the heart of the campaign, we gave them an authentic, human voice. Their sincere testimonials revealed their passion and unique know-how, reinforcing the credibility of our message.
Thanks to this personal branding approach, we succeeded in bringing consumers closer to the key players in the agricultural sector by creating a genuine emotional bond.
Influencers
To propel the potato to the top of the shopping basket, we've enlisted the help of some real spokespeople for the expertise of our local producers:
- Sandrine Dans, Gérald Watelet, Eric Boschman et Julien Lapraille to promote potatoes
- David Antoine to highlight his passion and expertise in chips
Thanks to their authentic image and credibility, these ambassadors have not only amplified the visibility of our message, but have also reinforced the authenticity and trust surrounding the campaign.
Organic
Today, it's no longer enough to flood social medias with advertising. You need to create a real relationship by offering useful, high-quality content that resonates with the audience's values:
- Educational videos
- Interviews with producers
- UGC content for proximity
- Recipes for engagement
- Blog articles for further reading
The results
The result? A high-performance, crisp campaign with :
Campaign “T’as la patate”
Discover our other case studies
