New Flandria campaign: 'Throwing ourselves heart and soul into our craft'
'Flandria, a home-grown quality label' is what the new campaign is all about. At the end of October, the new website and the redesigned Facebook page go online. Radio spots and online short films tell the story of the growers. On the shop floor, 'fresh, sustainable and tasty' are the central ideas, and consumers are in for some special treats.
New website and Facebook page
Flandria's Facebook page has been redesigned and will be active again from week 43. One week later, the new website will also be going live; the new URL is www.flandria.be. The new look is less cluttered and in terms of the content, there is more interpretation of the Flandria label and product information. The new website has a professional area in E/N/F/D and a consumer page in N/F, with a link to www.lekkervanbijons.be for recipes.
Radio spots and short films: storytelling
The national radio campaign places the grower firmly centre stage: 'Throwing ourselves heart and soul into our craft'. The message is: 'Only vegetables from passionate growers - field-fresh and tasty - qualify for the Flandria quality label. Choose Flandria and taste the difference.' There is also a reference to the new website. For three weeks (from week 44), radio spots will be going out for the Dutch-speaking part of the country on: Joe FM, MNM, Q Music and StuBru; two weeks in Wallonia on FMix (= Nostalgie + Contact + Bel rtl + Fun radio) and Synchro Musix (= Classic 21 + NRJ + Pure FM).
Online short films (1.5-2 minutes) feature five growers telling the story of sustainable vegetables, locally grown and fresh to your plate. The films will be viewable on social media and at Flandria.be.
Prominent profile on the shop floor
In store, the focus is on achieving a prominent profile. The message is conveyed in visual terms that: 'Flandria means fresh, sustainable and tasty'. Special in-store events allow customers to sample the quality offered by Flandria. This month and in the months ahead, consumers in supermarkets are being treated to snacks and fine salads using seasonal Flandria products such as chicory, lamb's lettuce, cauliflower and cucumber.