Wunderman Thompson and Lunch Garden bring Belgian classics from the radio to your plate

I am unashamed to admit that vol-au-vent is one of my favorite comfort foods. Classic dishes are the best kind of comfort food, as they are usually also something that you grew up eating, lovingly cooked by a family member who knew how to make just the way you like it.

Lunch Garden, a Belgian self-serve food chain, realized that people everywhere listen to the radio and made an unexpected connection. Whenever a Belgian classic is played on the radio, Lunch Garden will offer a tasty discount on its own Belgian classics.

The insight is simple and quite brilliant. All over the country people listen to the radio, from offices to car repair shops. Wunderman Thompson compiled a list of French- and Dutch-language songs that are part of Belgium’s collective memory, and whenever they are played on the radio the price of a stew, vol-au-vent or meatballs in tomato sauce is dropped - turning the radio's regular programming into a subliminal ad channel of sorts for the brand. Smart.

The country’s 17 best-known radio stations will be monitored to see when the chosen classic songs are played, as soon as it happens the discount is made.

Client: Lunch Garden
Contact: Pieter Boudry, Simon Goossens, Emily Van Vlasselaer, Isabelle Ruytjens
Agency: Wunderman Thompson Antwerp
Executive Creative Director: Kristof Snels
Creative Directors: Kasper Janssens, Arjen Tarras
Account team: Laura Naeyaert, Julie Meirlaen, Dorien Van Antwerpen
Creation: Tomas Van Loon, Patrick Vermeylen
Design Director: Bob Goor, Tom Besters
Design: Aldjia Bessalah, Alicia Cristo, Han Vandeputte
Copywriter: Jelle Raats, Yves Donceel
Strategy: Maryse van Van Kerkhoven, Evert Van den Broeck
Digital project management: Jens Martens
Development: Sam Serrien, Giele Cools, Joran Schaefer, Bram Verdyck
Producer: Tim Keeren
Analytics: Koen Speelmeijer
Motion: Andreas De Ridder