Belorta

Fresh fruits and vegetables are a category with little identity and individuality. It is often a matter of bulk and private brands. Yet BelOrta has succeeded in connecting its name to this category. In 2021, our main goal was to boost brand preference. After all, brand awareness was already there.

BelOrta's fruits and vegetables were the stars of our campaigns. We combined tasty imagery with fun copy. And thanks to the clear brand architecture we outlined, one recognizable visual style was reflected in all elaborations. From OOH to packaging in the versrayon: we served up the same brand identity everywhere.

Our media strategy maximized the share of voice (the ratio between BelOrta's communication investments and those of other players in the market).

Our approach in 2021 caught on, allowing us to refine our strategic objectives in 2022. For Flanders , brand love became the spearhead, while on the Walloon market, brand awareness remained the main working point. In addition, we wanted to play off the local character of BelOrta products, to differentiate ourselves in the market.

We boosted brand awareness in Wallonia with TV spots, while radio proved to be the best choice to fuel brand love for BelOrta in Flanders. Online, we combined generic spring and autumn campaigns with specific product campaigns, an always-on layer and conversation management.

Visually we continued the line of 2021, but in copy we adjusted the messaging with"Delicious from here." In addition, we focused firmly on brand awareness and brand preference with flavored activation campaigns.