Charles

Communication Strategy / Influencer Marketing / Marketing Strategy / Photography / Social Media / Video Production /

OUR CHALLENGE

Charles came to us with a great hunger for more brand awareness. Despite their years of experience (formerly known as Cock’s Vleeswaren and later Cock’s Fresh), their fame in Flanders has remained limited. Yet they offer products of unparalleled quality in supermarkets. Their question to us: How can we promote them as the examples of craftsmanship and tradition?

WHAT WE DID

We crafted an inspiring concept to share Charles’ story, highlighting the human touch of passionate artisans behind each product. Since 1935, they’ve upheld age-old traditions, ensuring each item is made with dedication, instead of mass-produced. Our initial campaign, born from a factory visit for a photo shoot, captures this essence with compelling text and genuine photography. Its success propelled us into further projects, including elevating Charles on social media. We designed additional campaigns to showcase more of the brand, bolster recruitment, and amplify their team. With profound respect for their craft, we equipped Charles to captivate hearts beyond Belgium. This showcases that an authentic story and quality are essential ingredients for a tasty victory.

Charles, da's traditie / that's tradition

In our first digital campaign, we delved into the pride of Charles: craftsmanship and tradition. Their time-honored recipes have been cherished for years and are expertly crafted every day by a skilled team. This team rolls, seasons, and handcrafts the meat with meticulous care. Each piece is allowed to rest and is only released from their workshop after receiving final approval. At Charles, there’s no machinery or factory gimmicks—just precise, artisanal craftsmanship in every product that leaves their hands, and that’s what we spotlighted. Engaging short videos revealed the process and guided you to a mini-website where you could explore Charles’ rich history and methods. This journey left you craving their exquisite products and inspired you to make a purchase.

This style was also extended to their social media, further enriched with inspiring recipes, fun facts, and more—all with a nod to their craftsmanship.

Campaign results

The campaign was a big success and we have the numbers to prove that:

• META: 4.8M views were forecasted, but we ended the campaign with 7.1M impressies

• On Youtube: 2.5M views forecasted were forecasted, but we ended the campaign with a reach of 2.8M.

Da's onze traditie / That's our tradition

You know how it is, every family has its own traditions. Some have Friday night aperitifs, others always cut their sandwiches into triangles, or enjoy a midnight snack after a night out. Each family has these little habits, which you could call small traditions. And of course, this aligns perfectly with Charles, a company that loves nothing more than celebrating traditions. And just like that, the concept for the second campaign was born. Short videos showcased traditions directly linked to Charles’ products. The products were presented in the most appetizing way, making you truly hungry. This approach was designed to convince you to choose Charles’ products the next time you’re in the store.

These concepts were also extended to their social media, further enriching their feed.

Campaign results

We proved the forecasted results wrong and had much bigger results.

• On META: 3.3M views were forecasted, but we ended the campaign with 12.7M impressies

• On Youtube: 3.3M views forecasted were forecasted, but we ended the campaign with a reach of 3.8M.

'Daar had ik net zin in'

With campaign number 3, we added a touch of humor. After all, humor and food go together like bread with cheese and ham. We created scenarios where it’s not exactly the right moment to eat a sandwich, toast,… but you really crave one. Using a visually striking and highly relatable style, we presented the consumer with various situations. Once again, all the products looked incredibly delicious, making the viewer think, “Daar had ik net zin in” / “That’s exactly what I was craving”. This introduced a new catchphrase for Charles that sticks and has a lot of potential for future use, so stay tuned!

Campaign results

For the third campaign, we went beyond digital media and used video advertising panels in various locations to spread the message. The campaign was once again a great success, with results that exceeded predictions once more.

The results:

• DOOH: greater reach than predicted and delivering more impressions for less budget

• Reach: > 1M views in Flanders

• Youtube: we doubled the frequency (6 instead of 3)

• META: over 3.7 M impressions