From 2020 to 2025, VLAM, CNIPT, Bord Bia and Europatat collaborated on the European fresh potato promotion campaign “Potatoes, prepare to be surprised – Europe’s favourite since 1536”. Building on this experience, the four organisations are joining forces for a new three-year information and promotion campaign, co-funded by the European Union. The new campaign offers an opportunity to develop a fresh and distinctive creative concept. While lessons from the previous campaign can serve as inspiration, we expect an original, new approach, without being bound by the branding, slogan or visual identity of the previous campaign. The new campaign wants to stimulate the consumption of fresh potatoes at EU level and more specifically in three countries, i.e. Belgium (Flanders), France and Ireland. Target group of the campaign is people between 25 and 44 years old The communication objective of the new campaign is to highlight the ease of use (convenience) and versatility of fresh potatoes (pleasure) and their place in a contemporary lifestyle and a healthy, balanced and sustainable diet. The campaign activities include a mix of promotional activities, some implemented in all target countries, others in 1 or more target countries. Common activities include the design of a common look & feel, website, social media template and video. Local activities include collaboration with influencers and creation of local social media posts and/or videos. Our target group will be reached via a multi-channel approach, with a focus on video and social media advertising in all countries. This approach will be extended with native advertising in Flanders and Ireland and PR activities in France.

VLAM/2026/12 - 1 - Common actions

The common agency will be in charge of the creation of all common campaign tools, i.e. concept, look & feel, update existing websites (https://www.preparetobesurprised.eu/) or new website, social media template , social media posts and videos for social media. The agency will also have to be in contact with the local agencies, to align all creations to the common look-and-feel of the campaign.

VLAM/2026/12 - 2 - Actions France

The agency for the French actions will be in charge of the execution of the campaign in France, using materials created by the common agency (see lot 1). Specific actions foreseen in France are: press activity (press office, press trip, press kit and press releases), collaboration with influencers, local social media content and community management and local video contents.

VLAM/2026/12 - 3 - Actions Ireland

The agency for the Irish actions will be in charge of the execution of the campaign in Ireland, using materials created by the new common agency (see lot 1). Specific actions foreseen in Ireland are: collaboration with influencers and local videos.