Belgian witlof may be considered a delicacy all over the world, its consumption is steadily declining in our own country, especially amongst youngsters and families with young children. With its annual ‘Week van het Witloof’, Flanders’ governmental marketing agency for agriculture, horticulture and fishing (VLAM) strives to make people fall in love again with this exceptional local product. But how exactly do you get past its bad rap? Food for thought for The Other Agency.
Our campaign ‘Show some Loof’ inspires people to (re)discover Belgian endives and think outside the vegetable box. Enter our endless table of delicious dishes and seven original dishes, from witlof pizza to a spicy pad thai. The campaign ran on several above and below-the-line channels. A catchy radio ad was developed to run all through the yearly Week van het Witloof, while a short activating tv ad ran on VRTnu and VTMgo. Digitally, the seven recipes triggered our target audience on social media, while in-store posters and recipe booklets inspired shoppers to buy Belgian endives at their local shop, and try their hand at new and delicious dishes.
Radio spot
‘Show some Loof’ reached almost the entire Flemish population. As a result, sales of Belgian witlof increased exponentially, as reported by the sales numbers of all big supermarkets in Belgium. Not only throughout the Week van het Witloof itself, but also during the weeks after. A significant success, which is why the initial two-year contract was extended to four years.
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Meir 12
2000 Antwerpen – Belgium
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