A Classic Belgian Campaign for Real Belgian “Klassiekers”.

In the midst of all the hype around minimalist, fusion, nouveau and haute cuisine, sometimes all the typical Belgian wants is a typical Belgian dish. Time to put the “Klassiekers” back in the spotlight with an appetising online campaign!


The popularity of cookingshows these days is going through the roof. As is the number of “hobby chefs” out there looking to strut their stuff in the kitchen. But sometimes we don’t have the time, energy or inclination for anything too fancy. Sometimes, we just want it to be fast, simple, hearty and good. And so Famous and Fama took up the gauntlet in an attempt to put the tried-and-true classics of Belgian cuisine back in the spotlight. To show consumers that it doesn’t have to be complicated to be delicious!

What we did.

A good Flemish stew with frites, a chicken and mushroom vol-au-vent or a juicy steak béarnaise. If that’s not enough to whet your appetite, we don’t know what is. And so when launching a new visual style for food producer Fama, we put the classics of Belgian cuisine back in the spotlight where they belong. With a website complete with:

1. mouth-watering recipes and cooking tips from other users;

2. a chance to win a top-notch Le Creuset pan via an online competition – for when you’re ready to get cooking yourself; and

3. a list of the best addresses in the country for your favourite Belgian classics – for when you’d rather leave the cooking to someone else.