The project that launched a campaign and a signature that have lasted...forever
Devos-Lemmens
A taaaaaable!
Missions
Positioning – Brand Strategy – Creative Strategy
Agency Young & Rubicam
1992 - 1996
The brief
The year was 1992 or 1993 😊.
Devos-Lemmens is the leader in sauces in Belgium but suffers from competition from Calvé (for its mayonnaise), and above all from the distributors’ own brands for the entire segment.
They are struggling to justify a higher price for mass-market products and are trying to defend their volumes in an aggressive market. The briefing to the agency? A brand defence campaign...
The approach
We went from defence to attack.
Sometimes being simple is good. Devos-Lemmens wasn’t claiming its category leadership. Mayonnaise, in Belgium, was theirs. Barbecue sauces, still them, specialities and innovations (Samouraï), always them.
The strategy was to remind everyone that they were THE reference for sauces in Belgium.
The leader claims possession over the category. They needed an appetising "war cry". That's where the creation came in: "Dis, Devos, Woué, Lemmens... A taaaaable!" A comical duo, a memorable signature.
Still going strong 30 years later!
Experience FMCG (Fast-moving consumer goods)
Danone (Petit Gervais – Danio – Vitalinea)
Leeeeeeo
Meurisse
Maes
Grimbergen
Maredsous
Orangina
Vittel
