vlam – endive

activation campaign puts belgian endive on the menu

You’d assume that in autumn, endive (also known as Belgian endive, or chicory) would be a firm fixture on the menu. But in recent years, the image of the Belgian classic has – unfairly – taken a serious hit. 

To increase the vegetable’s popularity, VLAM wrote a brief for an activation campaign in 2018. Our team won the pitch and is still seriously smitten with endive.

Flanders' Agricultural Marketing Board – VLAM in short – promotes Belgian-grown products such as endive. From October to December 2018, make sense supported the agency with a supermarket-based activation campaign to boost endive sales. The campaign not only underlined the vegetable’s versatility, but also inspired Flemish shoppers when they were most likely to make an impulse buy: during their weekly shop.

Unlike in previous campaigns, we gave endive the starring role by casting it in a supporting role. Under the campaign slogan ‘Delicious with endive’ we paired other popular Belgian products with the all-but-forgotten vegetable in a set of surprising recipes. On the back of the recipe leaflet, consumers could find a list of the ingredients they needed to put the fresh endive dish on the table. Every other week, we shared a different recipe. In this way, endive was the star attraction in 258 Carrefour supermarkets across Flanders for three months.

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