Week without meat

Week without meat in Belgium

The Week Without Meat is a national communication campaign with aims to promote a more flexible diet. The campaign inspires consumers to try vegan and vegetarian recipes, via its website and events. It highlights the environmental and health benefits of reducing meats, providing tips and educational contents. Founded in 2018 in the Netherlands, it now fully runs thanks to a dynamic ecosystem of retailers, food producers and manufacturers. Based on its success in the Netherlands, in 2023 the campaign secured funding from the European Union through the program LIKE-A-PRO to launch in 6 additional countries.

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Impact areas

Healthy and sustainable food

Services

Public affairs

Duration

June 2023 - October 2023

Our role

Schuttelaar & Partners assisted the campaign in its launch in Belgium, the first country of this international expansion. We helped the campaign to identify and connect with actors of the Belgian agrifood system. In additional, we provided representation services in French for the Belgian national press (TV, radio, newspapers).

Watch here the interview on RTBF

Read in Le Soir

Our impact

The campaign was a success, inspiring Belgians towards a lifestyle change. It is estimated that 27% of Belgian saw the campaign, 4% of them participated (300.000) and 85% of them wants to cut down on their meat intake permanently thanks to the campaign.

We already planned the second edition and it will take place 14-20 October 2024. We are looking forward to seeing the campaign grow!

More about the week without meat? Listen to the podcast with founder Isabel Boerdam

Impact areas