Belgian Agrifood Category
Project: #FoodHeroes
Highlighting the Real Heroes
With the meat and agrifood product categories under particular pressure, we wanted to draw consumers’ attention to all those in the sector working overtime under extraordinary conditions to ensure that there was little to no impact on the food supply chain.
01The Context
During the COVID-19 pandemic, the food supply chain has become more important than ever and the Belgian Agrifood Category wanted to highlight the situation and drive the “buy local” message.
02The Move
The aim was to drive consumer confidence, instill pride in local meat and agrifood produce and encourage the Belgian population to buy local.
03The Action
A social campaign focused on Facebook was created to shine a spotlight on the local food heroes, highlighting the challenges these individuals faced and communicating the key messages around what differentiates the local sector offer from produce imported from other parts of Europe, and beyond.
04The Impact
Smart paid planning and buying drove reach and thoughtful engagement. The campaign reached 425k+ consumers, fostering positive, social conversation around the dedicated individuals at the heart of the sector.
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