VLAM, Evoke & Bruegel

On the occasion of the Bruegel year, VLAM wanted to put the well-known flans in the spotlight. VLAM issued a pitch for various PR agencies. Evoke won the pitch with the best approach and provided a lot of attention through press, social media and VLAM's own channels.

VLAM is the Flemish Center for Agro and Fisheries Marketing. In February, the organization asked several agencies to propose an approach around the Bruegel year and the flans, the well-known regional products from Lier, Aalst and Limburg. Evoke was able to convince the jury with an original approach that would provide the necessary attention via press, social media and VLAM's own communication channels. 

Before we started, we developed a logo with an appropriate corporate identity for the campaign.

Organization of a consultation round

Together with VLAM, we searched for the original recipe of the flans that can be seen on one of Bruegel's paintings. Could these flans have been made according to the recipe of Lier, Aalst or Limburg? We started in March with a roundtable discussion where we brought some experts together. They would have to decide which flan was the real flan of Bruegel. The outcome of their deliberation would be announced during a press conference in May. A first press release was distributed about the organization of the roundtable discussion and it immediately drew attention in the newspapers Het Nieuwsblad and Het Laatste Nieuws, among others. 

Social media and blogs

To bridge the period between March and May, we focused on social media. To make the link to the current tradition of baking flans, we visited 5 avid bakers who still bake flans according to their own family recipe. The videos were accompanied by a blog and posted on Facebook and on the website of VLAM. 

Press conference

In May the press conference took place in Utopia, the library of Aalst. In the presence of, among others, VRT NWS, Radio 2, Het Laatste Nieuws, Het Nieuwsblad and TV Oost, the findings of the roundtable discussion were unveiled. VLAM was satisfied with the very successful PR campaign that generated a lot of attention for the flans over a period of three months across various channels. Mission accomplished!

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