HAK, in collaboration with ACE, introduces a new brand positioning and campaign: 'HAK JE DAG' (HAK Your Day). Driven by its ongoing mission to encourage the Netherlands to eat more vegetables and legumes, the iconic brand is adapting its positioning to the rhythm of modern life.
Eating and media habits are changing rapidly. Consumers increasingly decide for themselves where and when they eat, and their attention is fragmented. With 'HAK JE DAG', HAK addresses this shift by focusing on everyday moments where time is scarce, but the need for nutritious and delicious food remains. The campaign highlights vegetables and legumes that can go straight from the cupboard to the table in minutes, offering nutritional value without the hassle.
From Heritage to Contemporary Relevance
Since 1952, HAK has represented the shortest path from the field to the plate. Through iconic campaigns featuring famous faces like Martine Bijl, Herman den Blijker, and Elise Schaap, the brand built a strong and trusted position.
However, current times demand a more active role from brands across all channels—moving away from traditional broadcasting toward moving with the consumer. Instead of just making promises, the brand aims to facilitate. This new positioning puts the consumer at the center and responds to modern life without losing sight of the brand's origins.
HAK as a Verb
In this new direction, HAK becomes a verb. 'HAK JE DAG' stands for solving daily mealtime challenges in a smart and easy way. Whether it is the evening rush hour, a sports night, exam stress, or a busy workday, HAK provides a fast, nutritious solution without compromise.
The connection to the land remains a vital anchor. A bean plant serves as a visual "green thread" throughout the campaign, symbolizing that all good things still come from the soil. It represents HAK’s origins, nutrition, and naturalness.
"Life is full of moments where everything happens at once," says Kyra Zonderop, Marketing Manager at HAK. "That is exactly when you need the energy from a good meal without it costing extra time or effort. Our mission remains the same, but the way we fulfill it is changing. With 'HAK JE DAG', we make HAK a verb: a smart, accessible solution for everyone who wants to eat healthy, even on the busiest of days."
Broadly Applicable
With this launch, HAK takes the next step in modernizing the brand. The campaign is not limited to a single channel but is a platform that adapts to the consumer's daily life, spanning online, social media, radio, TV, outdoor, and PR.
Billy Witbraad and Jasper Diks of ACE add: "HAK is a true 'love brand,' which made this an incredibly exciting project. 'HAK JE DAG' feels like a new mantra and an encouragement for the Netherlands to eat healthy with ease. Over the coming years, we will show that HAK can once again be relevant at all times of the day and across all media."
Video · HAK brand film
