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.
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!
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.
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!