Ride the Classics, Eat the Classics.

Flanders is known for its Flemish cycling classics as well as its culinary Flemish classics. DVLR DDB created the opportunity to enjoy both at the same time thanks to a very unique energy gel, one with the taste of beef stew with fries.

The cycling spring classics are in full swing. Many tourism organizations use this period to put their country in the spotlight as the ideal cycling destination. This is no different for Cycling In Flanders, the cycling brand of Visit Flanders that wants to attract foreign cycling tourists. To stand out in the oversupply of tourist campaigns, DVLR DDB developed energy gels with the taste of beef stew with fries. Yes, you read it correctly.

In the campaign you discover the origin story of the energy gels. They are the solution for a typical Flemish brasserie that must compete with the ‘Stravaization’ of cycling. The brasserie is located on a Strava segment of the famous 'Flandrien Challenge'.

Kwint De Meyer, creative director DVLR DDB: “People's first reaction says a lot: they are a bit surprised, but above all very curious. 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: “Flanders is bike racing and good food. This campaign combines the best of 2 worlds: eating a Flemish classic while riding a cycling classic. With this original angle, we want to convince cycling tourists worldwide to test their legs on our legendary cobblestone slopes themselves in the coming months, and to slide those same legs under the table afterwards at one of our many brasseries and restaurants, for a real plate of beef stew with fries."

The campaign has since been picked up by both national and international press and has now been featured on Vive Le Velo (VRT) and the international cycling channel GCN, as well as various online news sites (Sporza, Velo, Little Black Book, Rouleur, etc.). The campaign video, on the Instagram channel of Cycling in Flanders, is close to hitting 750,000 organic views. In addition, there were numerous positive reactions from the peloton of riders such as Kasper Asgreen, Niki Terpstra and Matteo Trentin.

Those curious about the taste of the energy gels can reserve one at cyclinginflanders.cc