Time to honour our Belgian fries

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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 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!

Week van de friet Nero statue in OostendeWeek van de friet Nero statue in Oostendewvdf 2grid 2019
Week van de friet Nero statue in OostendeWeek van de friet Nero statue in Oostendewvdf 2grid 2019
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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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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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

wvdf love of fries
wvdf love of fries
The love of fries rediscovered in 2021 - bronzed in Bruges
The love of fries rediscovered in 2021 - bronzed in Bruges

As icing on the cake -or mayonnaise on the fries- we inaugurated the statue of "De Frieteters" (=the French fry eaters) in Bruges accompanied by Prince Laurent and Hilde Crevits. The statue will remain there for a year and invites passers-by to enjoy a delicious portion of fries together... Amazing!


Eating fries with the "Frieteter" statueEating fries with the "Frieteter" statuewvdf 2grid 2021
Eating fries with the "Frieteter" statueEating fries with the "Frieteter" statuewvdf 2grid 2021
Eating fries with the "Frieteter" statueEating fries with the "Frieteter" statueEating fries with the "Frieteter" statue
The "Frieteter" statue in BruggesThe "Frieteter" statue in BruggesThe "Frieteter" statue in Brugges
Eating fries with the "Frieteter" statueEating fries with the "Frieteter" statueEating fries with the "Frieteter" statue
The "Frieteter" statue in BruggesThe "Frieteter" statue in BruggesThe "Frieteter" statue in Brugges
Eating fries with the "Frieteter" statueEating fries with the "Frieteter" statueEating fries with the "Frieteter" statue

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wvdf big text heritage
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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