Strategy

RMB developed a tailor-made strategy to meet Dela’s goals by closely integrating press and radio media. The campaign theme focused on family recipes, a relatable and popular topic that seamlessly tied together the diverse content shared across media.

A mix of storytelling and unique content

• a powerful concept based on cooking, a theme embodying memory-sharing and the strength of intergenerational bonds, with each recipe capturing fragments of family history.
• a rewarding collaboration with an external media partner (the press) to strengthen campaign impact.
• the use of unique, unexpected formats for this advertiser, including a radio contest and a magazine insert.
• targeted media : VivaCité (RTBF) on radio for its close connection to Dela’s target audience, and Femmes d’Aujourd’hui magazine was selected for its readership, which complements the radio audience.
• strong media synergy: a natural continuity between radio and press, ensuring a cohesive experience for the audience.

Media Plan

The Dela campaign revolved around two ‘momentums,’ going from radio (with digital support) to press. This duo created a strong emotional connection with the audience and delivered a smooth, impactful experience.

Two successive and complementary phases

1. Radio and digital: call for family recipes and stories (September 2022)

• Dela contest on VivaCité : active for 4 weeks in the program “En cuisine” with Candice Kother and Pierre Joye, inviting the audience to share their family recipes and stories on the VivaCité website.
• winners announced on air: weekly winners called live to share their story and receive a family meal valued at 350€.
• support in sponsorship and digital: Dela linked to all contest promotions (sponsorship of “En cuisine,” on-air mentions and integrations, Facebook, VivaCité website and newsletter, radio campaign on VivaCité and Viva+, display campaign on various cooking sites).

2. Magazine press: ‘Celebrating life’ recipe collection (November 2022)

• top stories from the VivaCité contest selected: 6 winning recipes chosen by a jury for their emotional value.
• recipes shared in a mini-magazine produced by Dela, inserted in the first November issue of Femmes d’Aujourd’hui.

Results

The Dela campaign shows the effectiveness of a creative, multimedia approach which combines radio and press to address a delicate topic. The results demonstrate a carefully planned strategy.

Strong engagement

• by integrating different formats, the campaign captured the target audience’s attention while encouraging participation from listeners and readers.
• the RMB-Roularta partnership shows that opening up to external media can effectively meet clients’ needs. It enhances the impact of the message while ensuring continuity.
• audience feedback confirms a highly successful campaign, largely achieved thanks to the professionalism of all involved (VivaCité presenters and Femmes d’Aujourd’hui journalists).