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A refresh for La Place

How the iconic La Place showed the Netherlands that a fast break can absolutely also be a good one.

Real happiness isn’t a guilt trip, it's a bite of something truly good. LaPlace serves up delicious food that satisfies more than just your cravings. It’s food you can feel great about good for you, good for the planet, and good for your wallet. Because the best indulgence isn’t about tuning out, it’s about digging in, knowing every bite makes a difference. LaPlace: where feel-good food meets full-on flavor. A new positioning, identity and campaign by yours truly..;)

"Even echt goed genieten"

The launch of our campaign with TV and online chef Nick Toet

La Place wants to make good food accessible to everyone. And good food, that's where we still have a lot to gain in the Netherlands. Be it taste, freshness, health or innovation. In our campaign we teamed up with TV and online chef Nick Toet to join him on the road to inspire the Netherlands to choose a better break.

In the Good Truck, a food truck decked out with fresh herbs and vegetables, Nick Toet travels the country getting people to eat better based on the La Place menu. The mini content series, features on La Place’s Instagram and YouTube channel as he inspires passersby to make healthier and nutritious choices.

With Nick Toet, we have found the perfect match to show the Netherlands that a fast break can also absolutely be a good one.

Who gives a $#✶♡
Building brands the NEEW way.
Why would I spend my precious time and money on it?

We always put people at the centre everything we create and ask ourselves the question: is what we’re creating truly adding value and relevant to them? Would they care to spend their time and money on it?

Is it worth talking about and would I share it with peers?

Whatever we create should be unique, ownable and distinctive. It should be worth talking about and spark conversations or provoke reactions.
It should be worth sharing as ideas people share with peers, need less paid media to become a success.

Is it a star worthy experience?

We always strive to create 5-star experiences (in the broadest sense of the word). Attractive, appealing, relevant, touching and accessible. A positive-review-magnet if you like. Executed to perfection in every touch point and in all media channels.

Why would people love it?

We build brands people love. Make stuff with impact; stuff that touches them. We find what makes them tick and give them what they love. Things they want and need or didn’t yet know they wanted or needed.