Top Your TUC

Challenge: TUC has been around for years, but recently consumers are having more ‘healthy’ apero moments. So the brand was losing relevancy at the apero moment. Our mission: make TUC relevant again at apero moment and re-connect with consumers by tapping into their lifestyle and consumer needs.

Idea: Our strategic approach asked for a behaviour change from TUC’s consumers. Instead of eating the biscuit plain as it is, we launched a new TUC ritual where you can use your TUC as foundation for your favourite topping: TOP YOUR TUC.

Combining our distinctive logo lock-up and brand colours with super indulgent and inspiring food shots, the overall idea quickly became a fact and was rolled out in a 360° consistent campaign.

For the end of year campaign, we asked famous Belgian foodfluencers to create their festive recipe in order to inspire our consumers during the holiday season. The TUC packs also got a festive jacket which made TUC a year round success!