Diamant
The big snack-off
Details
Diamant, the oldest and most iconic frying fat brand in the Netherlands, has been a kitchen staple since 1955. However, times have changed. Health-conscious consumers are more drawn to the healthier airfryer. Diamant faced a crucial question: is frying still relevant today? And if so, how do we connect with consumers? Our strategy: reconnect the brand with the vibrant online snacking community, where influencers, snack lovers and creators celebrate the art of frying.
Services
Strategy
Content Production
Year
2025
We repositioned Diamant by embracing its true strength: expertise and superior taste. As the frying specialist and only A-brand among private labels, Diamant has the authority to lead the conversation on great snacking.
To showcase this, we developed a crispy new content format: "De Frituurspecialist" ("The Frying Specialist").
The well-known snack and influencers Hoevetterdebetter and Superdushichef compete in four challenges under the watchful eye of ultimate snack authority Snackspert. Creativity, style and craftsmanship are put to the test. All to win the ultimate title De Frituurspecialist and the golden frying basket.
The campaign ran across October and November, leading into the crucial end-of-year sales period. Alongside full episodes, we made short clips, BTS videos, recipes and frying tips. All to bring the brand closer to its audience, sparking engagement across social channels.
Credits
Strategy
Jasper Koekoek
Mark van Nieuwenhoven
Agencies
De Nieuwe Zaak
LiveWall
United Playgrounds
Chev