Foodmaker - From Belgian kitchens to 3,300 shelves in Germany
Spreading the brand’s mission through strategic PR within and beyond borders
In spring 2025, Foodmaker — the Belgian brand known for its fresh and healthy meals, and one of our long-standing clients — significantly expanded its distribution in Germany. Following a successful pilot phase in North Rhine-Westphalia, Foodmaker products were made available nationwide in 3,300 REWE stores, one of Europe’s largest supermarket chains. This move aligned with the growing demand from German consumers for healthy, transparent, and sustainably produced food.
Our approach:
- We wrote a press release highlighting Foodmaker’s mission to make healthy food more accessible to a wider audience, with a particular focus on its expansion into the German market.
- To amplify the story, we leveraged our media network to arrange interviews with CEO Lieven Vanlommel, providing journalists with a deeper insight into Foodmaker’s long-term vision in Belgium and across Europe.
- In Germany, we collaborated with Claudia Scheffler from ALLE VÖGEL FLIEGEN HOCH to secure media coverage and develop an influencer strategy to reach audiences in all German states.
Our results:
The campaign received wide media coverage in a variety of media outlets:
- A full-page article in La Libre Belgique, including an in-depth interview with CEO Lieven Vanlommel.
- Trade media such as RetailDetail, Gondola, and Business AM.
- Local media: Coverage in Made in Kempen (highlighting the location of Foodmaker’s production facility) and Gazet van Antwerpen.
- Presence in Het Nieuwsblad and a television appearance on RTV, which further increased brand awareness among the general public.
- In Germany, the campaign generated 11 articles across food and retail trade media, consumer and lifestyle media, and on general news platforms.
With 15 clippings in Belgium and 11 articles in Germany, this campaign was a great success and showed the impact of a clear story combined with consistent media outreach.
We’re proud to have accompanied Foodmaker on its journey since 2020 and continue to support a Belgian brand that makes healthy food more accessible in Belgium and beyond.
