Inspiring a new generation
Our challenge was to show a broad, younger audience that Zeeland mussels are a modern, sustainable and accessible food choice. At the same time, we wanted to engage consumers, professionals, media and influencers with the story behind the Zeeland mussel and its role in the protein transition.
Tasting is believing
Tasting is believing was the start of our strategy. We brought the Zeeland mussel directly to people through a six-day pop-up store at Utrecht Central Station, where more than 240,000 travellers pass every day. Our goal was to let as many people as possible experience just how delicious, versatile and easy Zeeland mussels are to prepare and enjoy.
Throughout the week, visitors could taste contemporary mussel dishes prepared by chef Pim van Engelenburg for free.
They also received recipe cards to recreate the dishes at home and explored information boards highlighting the origin, sustainability and nutritional value of Zeeland mussels. In doing so, we challenged common misconceptions and showed that the Zeeland mussel is not only a local product with a rich heritage, but also a versatile ingredient that fits today's kitchen.
Three events that bring together knowledge, discussion, and tastings
Alongside the public activation, we organised three events for different target groups. The official opening, led by Edie Engels, Chair of the Dutch Mussel Producers Organisation, marked the start of the pop-up week. We also hosted an expert session with representatives from retail and the protein transition sector on the future role of mussels in tomorrow's protein landscape. Finally, a knowledge session brought together dietitians to discuss the health, sustainability and food safety aspects of mussels.
Impact at and beyond Utrecht Central Station
Over six days, we served 5,400 free mussel tastings and distributed 3,750 recipe cards. The pop-up store attracted enthusiastic visitors, with many returning throughout the week and a diverse audience discovering Zeeland mussels for the first time.
An integrated PR and influencer strategy extended the campaign far beyond the station itself, resulting in 11 media publications with a potential reach of 1.26 million people and influencer content with a potential reach of more than 140,000.
Together, these efforts introduced the Zeeland mussel to a broad and diverse audience across the Netherlands.
