Mosselbureau x RCA PR: teamwork on board

In 2011, I first became acquainted with Nederlands Mosselbureau. Together with a colleague, I was to promote Zeeland mussels in Belgium. It immediately became a tough challenge: the invitation to the press event had only just been sent out, it turned out that the mussels - a natural product! - would not be ready for consumption on the scheduled date ... But all's well that ends well. A little later than planned, the mussels received the necessary attention, both in the written press and on the Flemish and Walloon TV channels.

The trend was set. Since then, every year we invite Belgian journalists to join us to fish the first harvest of the season. With success, we dare say 13 years later. That has a lot to do with the different (creative) angles we offer the actuapers and the food & lifestyle press. For example, we already designed personalized mussel jars with artist Denis Meyers. We had chefs Sergio Herman and Syrco Bakker get creative with mussel recipes. We dived to the bottom of the Oosterschelde with a submarine. We served a mussel lunch on a dry sandbank. And we flew the first basket of harvested mussels from Yerseke to Zeebrugge with a drone.

Even during the year - in September the Zeeland mussels are at their best! - we warm up the press to write about the mussels. In doing so, we like to launch new and powerful stories. Like the time when we set a national record with the Longest Mussel Table in Belgium: 150 meters long, cozy at the MAS in Antwerp, with 500 Belgians who seasoned the National Mussel Week with 660 kilos of Zeeland mussels.

The nice thing about such a long collaboration? That there is more than enough trust to push creative boundaries. We test numerous ideas together and that has already led to impressive results, both in the written press and for radio, TV and online. It is precisely this variety that makes our collaboration so tasteful and successful. Mussels are a beautiful and rewarding product to communicate about. I love them myself and have become an even greater ambassador over the years!