Solo Open Kitchen

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Activation platform

The briefing

Solo sales and MS were

declining since 10 years.

Brand image is obsolete and

associated to less healthy

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associated to less healthy

animal fats.

Develop an activation

platform allowing to rebuild

MS, rejuvenate the brand,

and link it to ‘vegetableness’

Central idea

Creation of Solo Open Kitchen,

a 360° activation platform,

based on a central exchange

for daily recipe inspiration with

user generated content.

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A web 2.0 platform with leading

edge on new media (social

media, i-phone, rss, widget).

Users can upload their own

recipes in their own recipe

books, invite friends, exchange

comments…

Declinations

A relationship program with

12 newsletters/year.

Creation of ambassadors and

a AFP (advertising funded

program) Chef Versus

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program) Chef Versus

Vlaanderen on VTM

3 in store momentums each

year in interaction with the

website and other tools.

Partnerships with media (eg

Culinair ambiance) and other

brands (Univeg)

Results

Significant increase of sales

volume and market share.

Website: 1.200.000 visitors/y

190.000 registered users

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190.000 registered users

62.000 active members of

My Open Kitchen community

Chef vs Vlaanderen: 12 x

500.000 viewers/y