In short
The “Week van de Friet” (“Week of fries”) is a tribute to Belgium’s fries culture (no no they’re not French fries…). After three years of honoring heritage, we turned our focus to the senses. Fries trigger cravings with their look, sound, and smell, so we built a trilogy of campaigns that highlighted each sense. From the hypnotic visuals of golden fries to the unmistakable ASMR sizzle of a fryer and the irresistible aroma of a frituur, we made sure every Belgian felt the call of their inner “frietuition”.
The Challenge
How do you keep the Week van de Friet fresh after three successful years? By diving deeper into what makes fries irresistible and crafting campaigns that engage audiences on a sensory level.
The Insight
Belgian fries aren’t just food, they’re a full sensory experience. By isolating sight, sound, and smell, we turned fries into a multisensory phenomenon, creating campaigns that were impossible to ignore.
The Outcome
Across three years, we delivered a sensory trilogy that captivated Belgium. Each year’s unique focus ensured consistent engagement and media buzz, culminating in a record-breaking ROI of 195x in 2024.
