Solo sales and brand image were declining, so they created the Solo Open Kitchen activation platform to rebuild market share, rejuvenate the brand, and associate it with healthfulness. The platform included a web 2.0 site for users to share and comment on recipes, newsletters, brand ambassadors, and TV show partnerships to drive engagement. The platform was successful, significantly increasing sales volume and market share with over 1.2 million website visitors and 62,000 active community members annually.

1. Solo Open Kitchen
Activation platform
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2. The briefing
Solo sales and MS were
declining since 10 years.
Brand image is obsolete and
associated to less healthy
animal fats.
Develop an activation
platform allowing to rebuild
MS, rejuvenate the brand,
and link it to ‘vegetableness’
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3. Central idea
Creation of Solo Open Kitchen,
a 360° activation platform,
based on a central exchange
for daily recipe inspiration with
user generated content.
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…
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4. Declinations
A relationship program with
12 newsletters/year.
Creation of ambassadors and
a AFP (advertising funded
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)
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5. Results
Significant increase of sales
volume and market share.
Website: 1.200.000 visitors/y
190.000 registered users
62.000 active members of
My Open Kitchen community
Chef vs Vlaanderen: 12 x
500.000 viewers/y
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