Cuberdon, the popular Belgian candy in the form of a ‘little nose’ is celebrating its 60th birthday. Confiserie Geldhof wants to seize this opportunity to put its regional product in the spotlight.
With Ghent being the cradle of the cuberdon, we think it would be ideal to organise a culinary walk through the historical centre of Ghent. Along the walk there are three different points where one can get a “Little Nose Walk” guide for free for one year. This guide - that we fully developed internally with regard to copywriting, photography and graphic design – takes the participants to picturesque squares, Gothic facades and cultural sights of the historical city centre. The detectives who post their answering sheet in one of the 3D-printed ‘little nose’ mailboxes, have a chance to win a delicious cuberdon package. We search for a number of product partners in order for people to be able to try specially created dishes based on the popular cuberdon during the picturesque walk. These culinary delights are the highlight for one year on the menu of these establishments. The ‘Little Nose Walk’ is presented in avant-première to the media a couple of weeks before the starting date. The guide of service for this press event is cuberdon ambassador Peter Van de Veire. After the walk, the journalists get the honour to try out the new dishes based on the purple delight. After the event, we send out an extensive press kit to a complete list of culinary, lifestyle and travel journalists. After the press event we set up a première for the readers of our mediapartners. Via these media contests we create even more awareness for the happening. Finally, we develop a “Little Nose Walk” Facebook page in order to keep the dynamics around the event going for a full year.
Television report on Vijf TV 'Weekendje Weg' and on AVS news
Radio report on Radio 2 and La Dernière Heure Radio
Extensive articles in large newspapers (print as well as online) such as Het Nieuwsblad, Het Laatste Nieuws and Gazet van Antwerpen but also in magazines such as Libelle Lekker, Pasar, Traval magazine, Plus magazine, Aktivia..