We invented a new movement: Belgetarians. To introduce this new ideology, we used a wide range of media channels: radio, PR, print, billboards, POS, sampling, instore magazines and a culinary show.

Apple and pear sales saw an immediate increase, directly benefitting local crop producers. And because they were supporting the local economy, Belgians were proud to call themselves true Belgetarians. In fact, the word is even making its way into everyday vocabulary!

Apple and pear sales saw an immediate increase of 20%, directly benefitting local crop producers.

“Belgetarian” recipes were published in some of the most popular Belgian food blogs such as:

http://www.augoutdemma.be/25827-mon-diner-belgetarien-x-carrefour

http://whynotmonday.com/a-belgitarian-dinner-party/