Title	NATIONAL STEW 'N FRIES DAY
Brand	VRT
Product/Service	EÉN
Category	C06. Publications & Media
Entrant Company	MAKE LEMONADE Leuven, BELGIUM
Advertising Agency	MAKE LEMONADE Leuven, BELGIUM
Production Company	HOTEL HUNGARIA Leuven, BELGIUM

Name	Company	Position
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
Herty Luyten	VRT	Network Producer
Björn Verdoodt	VRT	Assistant Channel Manager
Matthias Oben	Minsky	Web developer
Jan Vanalphen	Freelance	Web designer
Maarten Vanermen	Freelance	Designer

The Brief

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 love their Classics. So with the 1000th episode coming up we asked everyone to vote for their ultimate classic dish. We launched a call to vote. Jeroen Meus announced the winning dish on national radio and proclaimed Sunday the first of March to be the first National Stew ‘n Fries Day, asking everybody to prepare and share their take on Stew ‘n Fries.

Campaign Success

Channel One’s baseline, ‘One of You’ positions the channel as a network that connects with it’s viewers and makes viewers connect with each other. Episode 1000 of the popular ‘Daily Dish’-format seemed the perfect occasion. At the same time we wanted to reestablish the host as the master of home cooking. On January 23rd we launched a call to vote via a campaign website, social media and TV commercials On the 13th of February the top ten was released on the campaign website and Jeroen announced the winning dish in an interview on National radio. In the same interview he proclaimed the first of March to be the first National Stew ’n Fries day. On the same day we launched a National Stew ’n Fries Day facebook event page. We also published tactical print ads asking people to prepare and share the winning dish on Sunday the first of March.

Describe the success of the promotion with both client and consumer including some quantifiable results

Research revealed that 90% of the Belgians were aware of National Stew ’n Fries day. 15% prepared the winning dish on Stew ’n Fries Day, compared to 2% on average Sundays. The likeability of the campaign scored 82%. The campaign was picked up in every National newspaper (21 articles in written press only) and numerous other news outlets. The viewer ratings doubled on National Stew ’n Fries day reaching a 50% market share. Interaction on the Daily Dish facebook page tripled during the campaign. 28.965 people committed themselves by signing up on the facebook event for National Stew ’n Fries day. Hundreds of events were organized spontaneously. On Twitter we managed to reach 706.329 accounts on Stew ‘n Fries Day, resulting in an exposure of 1.306.512 impressions. During and after the campaign, the average Daily Dish Facebook post received 231 comments instead of 32 and 1525 likes instead of 466.

Explain why the method of promotion was most relevant to the product or service

To reestablish Jeroen Meus as the original master of home cooking, we decided to ask the viewers to vote for their ultimate classic Belgian dish. The upcoming 1000th episode of Jeroen’s show seemed like the perfect occasion, complemented with a series of TV-commercials and social media formats. Once the winning dish was announced, we proclaimed Sunday 1st of March to be National Stew ‘n Fries Day and asked the Belgians to prepare the dish on the same day and share their take on social media.