Remia

The assignment initially looks like an efficiency question, but at its core it is about repositioning. Remia operates in a market that consolidates quickly and where everything starts to look the same. The answer is not to outspend competitors, but to organize more sharply. Remia chooses the position of customer leader: a business partner for retail and foodservice that offers total solutions in sauces and fats, helps shape assortments and innovates fast.

To make this strategy visible and tangible, we develop the organizing idea Always a Party. This idea defines Remia’s role as the starter of the vibe. Remia is never the meal itself, but it makes every eating moment more fun, more social and more appealing. Always a Party becomes the strategic framework for all choices in brand, marketing and communication, across retail and foodservice.

Within this framework, we advise Remia to claim the domain of Dutch entertainment, with Dutch music as a recognizable and scalable subdomain. This domain fits the intended brand personality: upbeat, likeable, unmistakably Dutch, visible, no nonsense, and always able to bring atmosphere. It also creates room to combine long term brand building with commercial activation without fragmenting the brand.

A crucial element is that Always a Party is not only brought to life through activation, but is built through bold, long running TV. The partnership with Gerard Joling plays a central role. Not as a one-off celebrity endorsement, but as a consistent brand carrier embodying the chosen domain.

Embedding sits in the coherence of the system. TV functions as the structural brand building engine, while retail and foodservice activations connect the idea to usage and purchase moments. The ecosystem includes trade partners, the shop floor, foodservice and mass media, all operating from the same organising idea.

In collaboration with:
• Karel de Rooij, Remia