For the seventh consecutive year, the Ghent agency Supermachine, Walkie Talkie et FLAME join forces for Fry Week. After exploring the sight and sound of fries in previous years, this year focuses on their irresistible smell, bringing Fry Week to life in a whole new way. According to a quantitative study carried out by VLAM, 61% of Flemish people are already won over just by the idea or smell of fries.
At home after a long trip, on a Friday evening to start the weekend off right, or on a Sunday to end it… You probably know this ritual. The Flemish are prouder than ever of their chip shop culture, and for many, a weekly visit to the chip shop is a must.
Fry visits have reached their highest level in 20 years and are more than ever seen as a true tradition. This well-established tradition is highlighted by VLAM during the 24th edition of French Fry Week, which takes place from November 8 to 15. By devoting an entire week to fries from chip shops, VLAM wishes to further promote this Flemish cultural heritage.
As in previous years, VLAM trusts Supermachine for the concept and production of the campaign, which this year will awaken your senses with an olfactory experience. Walkie Talkie takes care of the deployment of the public relations campaign.
This week, the campaign comes to life in different ways. In collaboration with Sonhouse, radio spots surprise the Flemings by “flagrante delicto of frying” during their irresistible moments of tasting fries. At the same time, advertisements on social networks – which we could almost smell – and a tempting influencer campaign further increase the desire to visit the fry.
So, don't be surprised if the craving suddenly hits you, because the smell of fresh fries will be everywhere this week. Ready to satisfy this desire? Break your habits, because this week, we're eating fried fries all week. Enjoy your food !
Credits
Agence : Supermachine
Brand: VLAM
Clients: Wim Vanaevermate, Katrien De Nul, Kris Michiels
Creative Director and Managing Director: Charlotte Van Hoecke
Design director: Dennis Hellebaut
Artistic Director: Maïté De Laruelle
Comptes: Jarno Verschelden, Liza Van de Vijver
Agence PR : Walkie Talkie
Production Radio: Sonhouse
Producer: Dietmar Vanden Wyngaert
Voice Actress: Ini Massez
Voix Off: Anneke De Keersmaeker
Photo: Fry Week (website screenshot)
