Since 2021, Swedish workwear brand Blåkläder has used radio as a cornerstone of its marketing strategy. The year 2025 will mark its fifth consecutive year on the airwaves, confirming its pioneering role in the sector. Through a clever combination of authenticity, humor and thoughtful media strategy, Blåkläder is leading the way for brands that truly want to make an impact. Explanations by Veerle Van Rompay, Marketing & E-Commerce Manager Benelux.
Radio as a foundation
Blåkläder devotes a significant part of its media budget to radio, and this is no coincidence. “Our target is manual workers, construction workers and DIYers. They always listen to the radio live on the construction site, it is THE media that really reaches them. » In addition to radio, Blåkläder uses channels such as truck advertising, outdoor advertising and its own magazine to deploy an omnichannel approach, with radio as the focal point.
A brand identity mixing humor and dialects
Blåkläder combines a serious commitment to quality with a touch of humor. Its radio campaigns are distinguished by their humorous tone and use of local dialects. Each scenario features workers speaking dialect, whether West Flemish, Limburgish or Kempisch. “These dialects work!” The dialogues speak directly to workers and fit perfectly into our brand identity”underlines Van Rompay.
Listen to the spots:
- West Flemish (in Dutch)
- Brussels residents (in Dutch)
- Aalst (in Dutch)
First in the industry to adopt radio
“The results? Huge brand recognition and lots of positive word of mouth. During campaigns, we see an average 42% increase in traffic to our website from radio. »
Blåkläder was the first brand in its sector to focus on radio and remains unique in this area. Thanks to stations like Studio Brussel and MNM, Blåkläder reaches its target at the right time and in the right place. This strategic choice not only strengthened the visibility of the brand, but also created an emotional connection with its audience.
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