Foodmaker Café - Opening event
The Brum Smith 360° strategy behind the launch of Foodmaker Café
Foodmaker has been a long-time client for Brum Smith, and as we continued to expand our lifestyle portfolio, this opportunity arrived at exactly the right moment. The opening of Foodmaker Café included many layers where every piece mattered. The event was fully booked and filled with celebrities, tastemakers, and genuine enthusiasm, exactly what we hoped to achieve.
Our Approach
We built a complete 360 strategy covering every touchpoint of the launch.
- We activated a mix of lifestyle, sports and food creators that reflect Brussels’ diverse communities.
- We created a real community moment with a pre-opening social run followed by a DJ set, creating an energetic, authentic atmosphere.
- We selected a Brussels-based artist whose identity and reputation aligned with Foodmaker, adding a strong visual and cultural layer to the event.
- We developed meaningful storytelling around Foodmaker’s short supply chains, organic fields and brand values to guide our conversations with journalists and creators.
- We targeted both corporate and lifestyle media and supported them with in-depth interviews to shape a clear narrative.
- We designed the full experience, from scenography and content-friendly moments to the practical details that ensure a smooth event experience.
- We managed guest lists, creators, press, the artist, the run, the DJ, and all on-site coordination, ensuring precise, seamless execution.
Our Results
A launch that instantly established the Foodmaker Café as one of Brussels’ go-to destinations for healthy and social living.
- Digital impact: 179 pieces of social media content generating 479K views and 465K reach, with 39 percent of the audience aged 25 to 34, which is exactly the core target.
- Media coverage: 12 articles in corporate and lifestyle press outlets with a total reach of 1.2 million. Journalists highlighted the European expansion and the investment story, while lifestyle media confirmed the appeal of the healthy yet fun concept.
- Brand perception: Local influencers described the café as a fresh, active, and community-oriented place, which perfectly reflects the launch's spirit.
