VLAM

VLAM (Vlaams Centrum voor Agro- en Visserijmarketing) has long been a voice for local products and healthy choices. But in a landscape where Gen Z’s food decisions are shaped less by slogans and more by TikToks, routines, and creators—they needed more than a campaign. They needed a cultural reset.

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Challenge

Young people don’t respond to “milk is good for you” anymore. They respond to what it means to them—in their lifestyle, their identity, their scroll feed. VLAM wanted to bring milk back into cultural relevance—not as nostalgia, but as part of how young people live, snack, and share today.

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Our strategic take

We treated milk not as a product, but as a lifestyle ingredient. Something that could slip into morning routines, post-workout snacks, and dopamine-filled food content.
The approach? Align with real creators, at real moments, across a year’s worth of cultural touchpoints.

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What we made‍

• A tone of voice rooted in warmth and lifestyle, not hard sell
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• A year-round creator strategy built around lifestyle, not lecturing
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• Content formats that felt native to TikTok and Instagram (from snack hacks to calm morning vlogs)
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• A tone anchored in relatability and aesthetic wellness, not performance nutrition
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• A live creator event to tie everything together as community moment and content spike

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Why it matters

Relevance isn’t something you can buy—it’s something you earn. VLAM didn’t push a message. They found ways to be part of people’s habits, screens, and conversations. Quietly present. Culturally on.

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