Flanders, the heartland of Flemish cycling classics, has found an innovative way to combine its passion for cycling with its love for culinary delights. Imagine riding through the picturesque landscapes of Flanders, conquering legendary cobblestone slopes, and indulging in the authentic taste of beef stew with fries—all in one exhilarating experience.
DVLR DDB, in collaboration with Visit Flanders, has introduced a groundbreaking campaign that offers cyclists a taste of both worlds: the thrill of cycling and the pleasure of savoring Flemish classics. The key to this unique experience? Energy gels infused with the rich flavor of beef stew with fries.
Now, you might be wondering, how did this ingenious idea come about? It all started with the desire to stand out in the crowded landscape of tourism campaigns during the cycling spring classics. While many countries vied for attention as premier cycling destinations, Visit Flanders took a bold step by combining cycling with gastronomic delight.
The campaign unfolds with the unveiling of the energy gels, which serve as a symbol of Flanders’ unique identity—a place where cycling prowess meets culinary excellence. These energy gels are more than just a source of sustenance for cyclists; they embody the spirit of Flanders, encapsulating its passion for cycling and its rich culinary heritage.
Kwint De Meyer, creative director at DVLR DDB, explains the rationale behind the campaign: “The Flemish Classic energy gel is the ideal conversation starter and billboard to promote cycling in Flanders. Good hills, cobbles, and good food, that’s what Flanders is all about.”
Peter De Wilde, CEO of Tourism Flanders, echoes this sentiment, emphasizing Flanders’ reputation as a haven for bike racing and gastronomy: “Flanders is bike racing and good food. This campaign combines the best of both worlds: eating a Flemish classic while riding a cycling classic.”
The campaign has garnered widespread attention, both nationally and internationally, with coverage in renowned media outlets and cycling channels. From Vive Le Velo to the international cycling channel GCN, the campaign has captivated audiences and sparked curiosity among cycling enthusiasts worldwide.
But the real test lies in experiencing it firsthand. For those intrigued by the concept, Visit Flanders offers the opportunity to reserve one of these unique energy gels at cyclinginflanders.cc. It’s a chance to embark on a culinary cycling adventure unlike any other, where every pedal stroke brings you closer to the heart of Flanders’ vibrant culture and heritage.
So, if you’re ready to ride the classics and eat the classics, Flanders awaits. Join us on a journey of discovery, where the thrill of cycling meets the delight of savoring authentic Flemish flavors. Reserve your energy gel today and experience the magic of Flanders like never before.
