Discover Benelux | Creating Brand Experiences | Video Marketing
Photo: © Kris Snoeck
An appetite for food branding TEXT: MYRIAM GWYNNED DIJCK | PHOTOS: TRUE.
What happens when you put together a team of passionate foodies with a talent for branding? The answer is: true. This marketing and communication agency is Belgium’s specialist in the food and drinks industry, and it has a real hunger for branding excellence. Covering all aspects of marketing and communication, true. taps into Belgium’s rich food culture. Its clients range from independent bakeries and restaurant popups, to the food service industry as well as major brands such as Haribo, Heinz, Galbani, Farm Frites and Waldkorn©. true. helps its clients develop strong brand cultures. Senior account manager Joana Rodrigues: “A brand is something you buy. A brand culture, however, is something you truly experience. To build such a brand culture, we first define its DNA and brand story. Then we develop the visual 62 | Issue 34 | October 2016
concept, which we consistently apply on every touchpoint, to get the full brand experience across to customers, but also to suppliers and staff.” At true., a full brand experience is so much more than visuals and slogans. Mike Beyers, strategic and creative copywriter says: “Food impacts all of your senses, so food branding should do so too. We get that full sensorial experience across to various target groups, with photography, copywriting, video, packaging materials… that do not only appeal to your sight or hearing, but also to your sense of smell, taste, or even feeling.”
Agile expertise With a team of ten creative and strategic experts, true. has the agility of a small agency but – assisted by an extensive network of professional contacts – they can provide expertise in every food branding project. “At true. everyone has a pas-
sion for food,” Rodrigues continues. “We all have our own interests, from food styling to healthy eating.” The company was set up by David Claeys and Robin Manso in 2002, initially called thepubagency. This was soon changed to true., a short but meaningful name that reflects their values, says Claeys. “Because we are dealing with products that people eat and drink, sincerity and truthfulness about the product are essential. We help brands to be truthful to their own values and identity.” Rodrigues adds that this also reflects back to themselves. “It’s about knowing your own identity and being consistent, honest and true to yourself.”
The taste of success In order to achieve the best results, true. works with its clients on a partnership basis and fosters these relationships even