calvé
"Ze worden er groot mee"
Client: Calvé
Country: Belgium
Services: Advertising, Design studio
Sector: Food
Timing: Since 2024
Question
Despite Calvé's iconic status in the Netherlands, the brand was primarily known in Belgium for its sauces. And while peanut butter was gaining popularity among Belgians, Calvé wasn’t their go-to choice. This created a need for a campaign that would position Calvé peanut butter as the best option for kids to grow strong.
Approach
We developed the positioning 'Ze worden er groot mee,' accompanied by a key visual that combined creative brain power, art direction and AI to bring this beloved brand to life. The campaign also prominently featured the 'Bron van eiwitten' claim, highlighting the functional benefits of Calvé peanut butter and setting it apart from less healthy alternatives.
Results
With the start of the new school year in 2024, the campaign kicked off with millions of bread bags flying off the shelves in late August and early September. The ‘Bron van eiwitten’ message was further amplified through eye-catching posters, banners, and activations in sports and fitness environments, aligning Calvé with spaces that promote growth and strength.
