Resistance is Useless.

All week long, our on-location reporter spent the day ambushing unsuspecting passers-by with an unexpected serve of real Belgian fries. Demonstrating once and for all that nobody can resist real Belgian fries from a real Belgian friture. Want proof? Watch for yourself!

Challenge.

VLAM’s aim? Simple: to get it through people’s heads that the only way to experience real, original, genuine Belgian fries is to go to a real, original, genuine Belgian friture. 

What we did.

Bring on “Belgian Fries Week” (or “Week van de Friet” as we dubbed it for the locals)! A week during which we sent a reporter out into the field every day to capture the reactions of both famous and less famous people when presented with a serve of real fries from the friture. It was just a small step for (a) man to transform this content into the basis for an equally irresistible campaign on TV, online and at the point of sale.

What we got.

The campaign attracted loads of free publicity and post-campaign tests revealed just as big an impact. Indeed, it did not take long to remind people of the irrefutable fact that nobody can resist real Belgian fries from a real Belgian friture. Even long after Belgian Fries Week.