The Challenge
Dutch consumers eat an average of 134 grams of vegetables per day, barely half the recommended amount. HAK's mission remains unchanged: get the nation to eat more vegetables and legumes. But modern life is fragmented. Between gym sessions, work deadlines, and study hours, time is scarce. Traditional storytelling struggles to connect. We needed to bridge HAK’s heritage with current routines, making healthy eating effortless on busy days.
Video · TVC
Insight & Strategy
Modern life doesn’t wait for you to chop vegetables. Consumers decide when and where they eat on the fly. When everything happens at once, they need a nutritious meal without the time investment. We moved away from the traditional kitchen narrative and put the daily schedule center stage. HAK’s products go straight from the pantry to the plate in minutes. By treating HAK as an action, we positioned the brand as a practical answer to a tight schedule.
The Work
We introduced 'HAK JE DAG' (HAK Your Day). The work shows relatable moments where time is short but the need for good food is high. Whether it is a hectic workday, fueling up before sports, or studying for exams, 'HAK JE DAG' solves the daily mealtime dilemma. A recurring visual element of a bean plant threads through the digital and social assets. It keeps the connection to the soil alive. HAK is a smart, accessible verb that stands for nutritional value without the effort.
‘With 'HAK JE DAG', we make HAK a verb: a smart, accessible solution for everyone who wants to eat healthy, even on their busiest days.’
The Impact
HAK modernized its presence by shifting from a product promise to a functional role. 'HAK JE DAG' is a long-term platform that actively helps people eat better. It proves that established brands remain relevant simply by moving with the rhythm of their consumers.
