Enhanced brand experience and strengthened brand position through unique activation
We organised an exclusive “Dinner in the Sky” event above their greenhouses in Naaldwijk. Guests from the Netherlands, Belgium and Germany, including press, influencers, customers and competition winners, were hoisted 50 metres into the air in six rounds for a three-course fine dining experience with Michelin-starred chef Marleen Brouwer. De Looye Honey Tomatoes and Joyn tomatoes played the leading role in each dish. The combination of storytelling, sensory experience and exclusivity resulted in powerful brand reinforcement. The activation led to social content, media attention and strengthened relationships with business target groups.
From experience to connection: taste, story and spectacle combined
The programme offered a total concept in which experience, content and brand values came together. The day began with an inspiring story by Margriet Looije about the history, mission and sustainable ambitions of the family business. The guests were then literally taken to great heights for a unique lunch with a view over the greenhouses. Star chef Marleen Brouwer, ambassador for Looye, put together a special three-course menu in which the Honey Tomatoes and Joyn tomatoes took centre stage. This was followed by a tour of the greenhouses, during which the cultivation managers showed how strict the selection process is and how much attention goes into each tomato.
The campaign also had a strong influencer and media approach. Invited influencers and journalists shared their experiences on social media with photos and videos of the spectacular setting, the menu and the greenhouse. This high-quality content contributed to visibility and storytelling. The consumer campaign also generated extra engagement among a broader target group. This gave the event a much wider reach than just the invited guests. A win-win situation with unique engagement and a broader reach.
The combination of culinary quality, experience, innovation and personal contact made Dinner in the Sky a powerful brand activation that perfectly showcased Looye's ambition and distinctive character.