La Baleine

We chose a simple, recognisable hook: the Bicarbonate House. An interactive space where you literally ‘step into’ bicarbonate and discover, room by room, what it can do. From cleaning to cooking, from handy household hacks to more sustainable habits: quick, clear and genuinely fun to click through. The Bicarbonate House became the hub where everything came together and from which we built the rest of the campaign.

With that core idea in place, we tailored the message to each audience. For the press, we developed two releases focusing on the biggest strengths: sustainability and versatility. We sent them in a targeted way to both lifestyle and news media, so the story could land in a range of editorial contexts.

Bicarbonate only really proves itself once you use it. That’s why we set up sampling actions in five major Flemish cities, outside Carrefour and Delhaize stores where La Baleine is sold. We handled the full organisation: from concept and logistics to designing flyers and merchandise. In just one week, 10,000 products found their way into shopping bags and everyday routines.

For press and influencers, we went all in on experience. We designed and produced seeding boxes from A to Z: concept, design, print and distribution. Each box contained two different bicarbonate packs, a glass jar with logo on the lid, plus a branded microfibre cloth and brush. A ready-made kit that practically begs you to start using it.

The approach delivered exactly what we aimed for: strong influencer content that made bicarbonate feel cool and genuinely useful again, plus solid coverage in top-tier Flemish media such as Libelle, Ferm Magazine, Gezondheid.be and HLN. Bicarbonate is no longer just ‘that packet in the cupboard’, but once again a smart, multi-purpose helper around the house.