How do you make a typical Dutch product relevant to a new generation? 

For years, communication for the Dutch mussel focused primarily on existing enthusiasts and took a more traditional approach. To reach younger consumers, more was needed than just a campaign or press release. What was needed was an approach that inspires, surprises, and showcases what the Dutch mussel truly stands for: local, sustainable, versatile, and made with expertise. 

We developed a positioning strategy that highlights the Dutch mussel as het Zeeuwse Schatkistje ("Zeeland's Treasure Chest"): a unique product from local waters with a story worth discovering. 

A unique glimpse into the world of Zeeland mussels

To convey that story credibly, we opted for an experience rather than a traditional press event. We brought a carefully curated group of journalists and influencers to Yerseke and Goes, where they got an up-close look at the world behind the Dutch mussel. From visiting mussel farmers at sea to tasting various preparations, participants got to know the people, the craft, and the quality behind the product. 

By letting them experience the story firsthand, we generated authentic publications and social media content that resonated with the lifestyle of a younger target audience.

As the Dutch Mussel Agency, we were responsible for the entire process: from strategy and concept development to organization, coordination, and publicity.

Our work included, among other things: 

  • Developing a media and influencer strategy aimed at a young yet broad audience. 

  • Selecting and approaching relevant journalists and influencers. 

  • Conceiving and organizing the entire program, including venues, local partners, and logistics. 

  • Guiding and hosting all participants during the two-day trip. 

  • Providing press materials, editorial guidance, and follow-up with the media. 

Visibility with Impact

The press and influencer trip generated immediate visibility and gave the Dutch mussel a contemporary presence in the media and on social media.

Influencers 

  • Potential reach: 1 million 

  • 10 Instagram posts 

  • 70 Instagram Stories 

  • 3 TikTok videos 

Media 

  • Potential reach: 1,081,800 

  • 9 print and online publications 

  • 3 Instagram posts 

  • 70 Instagram Stories 

 

With this campaign, we laid the groundwork for repositioning of the Dutch mussel: no longer just a traditional regional product, but a surprising, sustainable, and local ingredient that also inspires a new generation.