NATIONAL STEW 'N FRIES DAY
| Title | NATIONAL STEW 'N FRIES DAY |
| Brand | VRT |
| Product/Service | EÉN |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
MAKE LEMONADE Leuven, BELGIUM
|
|
Advertising Agency
|
MAKE LEMONADE Leuven, BELGIUM
|
|
Production Company
|
HOTEL HUNGARIA Leuven, BELGIUM
|
Credits
| Willem Van den Hoof |
Make Lemonade |
Creative Director |
| Cato Decoster |
Make Lemonade |
Creative |
| Han Van den Hoof |
Make Lemonade |
Copywriter |
| Liesbeth De Vos |
Make Lemonade |
Account Manager |
| Bart Verbeele |
Hotel Hungaria |
Creative Director |
| Ingrid Coppé |
Hotel Hungaria |
Director |
| Lien Vandereycken |
Hotel Hungaria |
Producer |
| Olivier Goris |
VRT |
Channel Director |
| Ruth Desmit |
VRT |
Editor in chief online |
| Els Lagrou |
VRT |
Marketing Manager |
| Sibylle De Backere |
VRT |
Marketing Manager |
| Herta Luyten |
VRT |
Network Producer |
| Björn Verdoodt |
VRT |
Assistant Channel Manager |
| Matthias Oben |
Minsky |
Web developer |
| Jan Vanalpen |
Freelance |
Web designer |
| Maarten Vanermen |
Freelance |
Designer |
Brief Explanation
For the past five years, popular tv chef Jeroen Meus has helped Belgium discover the joy of home cooking in Channel One’s ‘Daily Dish’. Every other network copied the format, causing the ratings to fall. Channel One asked us to reestablish Jeroen Meus as the original home cooking master. Belgians are very chauvinist about their classics. So we asked the viewers to vote for their ultimate classic dish. Next, we proclaimed the 1st of March to be the National Stew ‘n Fries Day and asked everyone to prepare and share their take on the winning dish.
Results and Effectiveness
90% of the Belgians were aware of National Stew ’n Fries Day, 15% prepared the winning dish, compared to 2% on average Sundays. The campaign was picked up by numerous news outlets. The viewer ratings doubled on Stew ’n Fries day reaching a 50% market share. Interaction on the show’s Facebook page tripled during the campaign, 28.965 people signed up on the Facebook event, the average Daily Dish Facebook post received 231 comments instead of 32 and 1.525 likes instead of 466. On Twitter we reached 706.329 accounts on Stew ‘n Fries Day , resulting in 1.306.512 impressions.
Creative Execution
On January 23rd we launched the campaign website and Jeroen called to vote during his show. Followed with a series of commercials featuring famous athletes and artists promoting their classic dish and asking viewers to vote before January 30th . On the show’s Facebook page we launched several formats activating viewers to vote. On February 13th Jeroen announced the winning dish on National radio proclaiming the 1st of March as the first National Stew ‘n Fries day. Instantaneously we launched a Stew ‘n Fries Day Facebook event followed by print ads asking people to prepare and share the winning dish.
Insights, Strategy and the Idea
Jeroen Meus is considered as one of the most approachable Belgian celebrities. The viewers see him as one of their own, a classic down to earth Belgian guy. The campaign couldn’t feel like an advertising campaign. So the way Jeroen interacted with his audience had to be very natural and organic. So we asked Jeroen to proclaim the National Stew ‘n Fries Day during an interview on National Radio, as it were a spontaneous idea. This way other news outlets could pick up the story so it would spread organically by word of mouth and endorsements by other celebrities.