In short
Fries are part of our Belgian national identity. For VLAM’s annual “Week van de Friet,” (“Week of fries”) we celebrated this beloved tradition with bold campaigns that mixed cultural pride, humor, and creative activations. Across three years, we brought Belgian fries to the forefront, making them impossible to ignore and even harder to resist.
The Challenge
VLAM wanted to honor Belgian fries, friturists, and the culture surrounding them in a way that felt fresh, fun, and truly Belgian. With a broad audience to engage, the challenge was finding creative concepts that could surprise and delight while staying rooted in heritage.
The Insight
Heritage doesn’t have to be boring. By pairing the iconic status of fries with unexpected cultural moments, like reimagining classic landmarks or giving musical and artistic nods to Belgian culture, we created campaigns that felt fresh and proudly local.
The Outcome
Through clever PR, memorable activations and engaging social media, we turned the Week van de Friet into an annual highlight. From giant fry cones on statues to musical murals and even a dedicated fry-eater statue, the campaigns were as fun and bold as the fries themselves.
