Vondelmolen is the Belgian market leader in spice cake. After more than 150 years, it was high time to introduce spice cake to a young audience. While older generations still often put spice cake on their shopping list, younger generations barely know what it is. Piece of – em – cake, we thought at June20, since Vondelmolen spice cake is a delicious source of natural energy, sustainably produced.
Earlier, we developed a new brand strategy for Vondelmolen, tackling both brand identity and packaging. Next, it was time to translate this new positioning into a national, fully integrated campaign, the first ever for Vondelmolen.
Our challenge was to reintroduce Vondelmolen to all Belgians, old and young, for any occasion: at breakfast, as a healthy snack on the go or as a source of energy when performing mentally or physically.
To create a clear and coherent message, we focused on the product’s strengths, as Vondelmolen spice cake is a natural force of nature with its fast and slow sugars, healthy fibres and low-fat content. The campaign’s umbrella concept: Vondelmolen spice cake gives you the power to shine, both mentally and physically. Our campaign headline ‘Haal het sterkste uit jezelf’ (‘Bring out your strongest self’) says it all.
A fully wrapped Vondelmolen car, topped with a large talking slice of spice cake, toured eight Belgian cities. A hidden improv actor cheered people on the street who looked like they could use a little boost. His voice moved the cake’s mechanical mouth, leading to funny and feel-good moments with passers-by. Some fun street encounters, with a jogger, a skater and a cyclist, were turned into short video clips for social ads.
The Vondelmolen car also appeared at the Warmathons during De Warmste Week. Vondelmolen encouraged people to sign up via special campaign tag-ons and brought its talking cake along to support the runners. Not only with words, but also with tasty spice cake for an extra energy boost.
After all, that’s what Vondelmolen is all about: helping you bring out your strongest self.
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