Time to honour our Belgian fries

Social
Activation
Influencer
Branding
PR
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A musical tribute to Belgian fries.
A musical tribute to Belgian fries.

Every year, during “Week van de Friet” us Belgians honour our fries. To boost the love, VLAM asked SUPERMACHINE and PR-agency Walkie Talkie to come up with an influencer based and press-worthy campaign for the coming 3 years.

A wide target group, ‘cause let’s be honest, who doesn’t like fries? So we needed to grab the attention. A creative hook, ready to conquer Instagram feeds. Since fries are part of our cultural heritage, we used that same heritage to honour our golden sticks.

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Hungry songs in 2020
Hungry songs in 2020

The following year, among other things, we hijacked some more cultural heritage: the Flemish song of life. Through street art creations and some fiddling with song lyrics, some Flemish classics were transformed into an ode to our fried potatoes.

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6

hungry songs

€0

Media spent

€1.6M

Media value
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Week van de friet streetart songtext by the seaWeek van de friet streetart songtext by the seaWeek van de friet streetart songtext by the sea
Week van de friet streetart songtext at ajuinlei GhentWeek van de friet streetart songtext at ajuinlei GhentWeek van de friet streetart songtext at ajuinlei Ghent
Week van de friet streetart songtext by the seaWeek van de friet streetart songtext by the seaWeek van de friet streetart songtext by the sea

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Hungry statues in 2019
Hungry statues in 2019

The first year, we had fun sharing our fries with some Belgian statues. We provided several of them with a custom-made puntzak filled with fries. Bon appetit!

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5

Statues

€0

Media spent

€500k

Media value
Week van de friet Nero statue in Oostendewvdf 2grid 2019wvdf 2grid 2019
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Week van de friet Nero statue in OostendeWeek van de friet Nero statue in OostendeWeek van de friet Nero statue in Oostende
Week van de friet statue in GhentWeek van de friet statue in GhentWeek van de friet statue in Ghent
Week van de friet Nero statue in OostendeWeek van de friet Nero statue in OostendeWeek van de friet Nero statue in Oostende
Week van de friet statue in GhentWeek van de friet statue in GhentWeek van de friet statue in Ghent
Week van de friet Nero statue in OostendeWeek van de friet Nero statue in OostendeWeek van de friet Nero statue in Oostende

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Heritage celebrating heritage, became the creative and strategic hook VLAM was looking for.
Heritage celebrating heritage, became the creative and strategic hook VLAM was looking for.

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