Belorta

We came up with What The Food, a content format about pretty what-the bleep food combinations. Always with BelOrta products, of course. For example, how about Camemberries, Berry Bratwurst or a PizzApple?

We packaged these recipes in snappy videos that show in 15 seconds how to make the dish. Ultra simple and quick, so any young person can make this at home or at dorms. A banger of a soundtrack spices up the videos. Connoisseurs immediately recognize the BelOrta jingle in it. And of course, we also sneaked in the BelOrta branding.

We released these videos to young people as prerolls on YouTube. These referred to the landing page with the simple recipes, provided with photography that matched the style of the videos perfectly. The results speak for themselves: the videos achieved 8.5 million impressions on YouTube and more than 267,000 impressions on Meta.

In addition to online, we also wanted to reach young people offline. Pukkelpop seemed the perfect place for this. Whoever could spot the BelOrta man at Pukkelpop and managed to scan the QR code on his suit had a chance to win drink vouchers and a cool 'Boost Your Summer' T-shirt. We had this activation announced by Nona Van Braeckel via BelOrta's TikTok channel. That video now has more than 659,000 views.

With more than 240 participants in 1 hour and a stock that disappeared in less than half an hour, we proved that chasing QR codes was higher on the bill than many bands. Fortunately, we had also provided a consolation prize: all camping visitors could get a free supply of deliciously fresh snack tomatoes at a BelOrta booth.

These actions, together with the presence of the BelOrta Greenhouse at some 16 events for young people, produced a nice result in the Brandtracker 2024. Brand awareness and consideration were significantly higher in both parts of the country compared to last year. In fact, the increase was highest among 18- to 34-year-olds for top-of-mind awareness and overall brand awareness within the fruit and vegetable category.