Jeroen Provoost – Verstegen

Verstegen, a well-established Dutch family business since 1886, is known for its high-quality herbs, spices, marinades and sauces which have become staples in homes and restaurants across the Netherlands and beyond. Currently embarking on an exciting repositioning phase, Verstegen is not only refreshing its visual identity but also amplifying its commitment to sustainability and meaningful connections with consumers. Leading this transformative journey is Jeroen Provoost, Verstegen’s Chief Marketing Officer. In this interview, he delves into Verstegen’s new brand positioning, the strategic decisions behind its latest campaign, the integration of B2C and B2B branding, and the role that AI has played in inspiring this new direction.

New Brand Positioning Balancing Tradition with Sustainability

Verstegen has always aimed at steady growth, not just only profit but also reinvesting in sustainable initiatives. For example, their office is fully sustainable, working on natural gas, and they are also opening Europe’s largest solar park opening November 6^th. Further along the supply chain, they are starting partnerships with local suppliers and farmers to promote regenerative agriculture, especially to support local communities.

Sustainability and sustainable initiatives have always been a part of Verstegen’s company strategy, but they have not been highlighted in the brand communication earlier. As of November 4^th 2024, their new brand positioning, campaign and visual identity are out, with a stronger focus on integrating sustainability more into the brand. The new brand promise is “Met Verstegen voeg je écht wat toe” (“Verstegen adds that extra something.”). Jeroen explains, “We want to bring the best spices and herbs in the world to our customers, both in B2B and B2C, in the most sustainable way possible, so that future generations can also enjoy them. Our brand promise is about adding real value, both in taste and quality. As we continue this journey, we’re committed to building trust by making a positive impact at every stage of the supply chain. While we’re not there yet, each step brings us closer to fulfilling that promise.”

‘’Our brand promise is about adding real value, both in taste and quality. As we continue this journey, we’re committed to building trust by making a positive impact at every stage of the supply chain.”

The New Campaign and Visual Identity

Translating the new brand positioning into a campaign and visual identity was not an easy process, as the company wanted to avoid ‘generic’ sustainability messaging. Therefore, the company worked with an agency to find an authentic way to communicate its values. The final concept shows a father and daughter on a journey in nature, creating rich, meaningful moments together. “As they experience nature, Verstegen products appear as a natural complement to their story, adding to both their connection and the flavours they enjoy.” This taps into consumers’ desires for genuine moments and reinforces Verstegen’s identity as a brand that complements life’s meaningful interactions. “We’re staying away from a typical kitchen setting to create a broader emotional experience,” Jeroen elaborates.

The primary goal of the campaign is to increase awareness and attract more buyers to become repeat customers. Instead of launching on traditional TV, the company is choosing only to air on connected TV platforms like Videoland, Sky Showtime, HBO Max, 24Kitchen and more, where people are more engaged.

Furthermore, the campaign will have an online and social media presence and also play in 17 different cinemas and a network of arthouse theatres across the Netherlands, where their customers are more likely to be.

“We’re staying away from a typical kitchen setting to create a broader emotional experience.”

Designed to appeal to a new generation, the refreshed visual identity incorporates lighter, playful elements that still honour the brand’s heritage. “We retained the familiar red and green colours that Verstegen has been known for since 1886, but we’ve introduced secondary colours to add variety. Additionally, we included illustrations inspired by our spices, giving the brand a more sustainable and authentic look,” Jeroen explains.

“We aim to appeal to a younger audience while retaining our traditional customer base. Younger consumers might be harder to reach, partly because they cook less frequently and have more varied eating habits. So, the refreshed look and feel of our brand, along with a more modern identity, are designed to resonate with this audience and strengthen brand recognition.” By creating this emotional resonance, the campaign effectively bridges past brand familiarity with an updated look that engages younger audiences.

Integration of B2C and B2B Branding

Verstegen adopts a unified branding approach, recognising that impactful B2C campaigns also bolster B2B perceptions. Rather than treating B2C and B2B as separate spheres, the company leverages brand recognition among general consumers to build its reputation across both markets. “I believe the distinctions between B2C and B2B are often overstated. Ultimately, everyone in the B2B segment is also a consumer in their daily lives. So, when we launch a national campaign, it resonates across both markets.,” Jeroen explains.

He adds, “We also engage our B2B audiences through targeted activations, such as at Horecava in January, where we’ll integrate our new campaign elements to connect with the hospitality sector in a relevant way. While these B2B activities are more practical and focused than large-scale campaigns, they allow for valuable cross-pollination between B2B and B2C audiences. In fact, we view some of our B2B clients, especially in retail, as extensions of the consumer market. When a retailer requests a plant-based product with our spices, we’re collaborating to create an end product for consumers.”

This strategy creates a seamless brand experience where B2B partners benefit from the trust and awareness built through consumer-focused initiatives. By blurring these traditional distinctions, Verstegen is positioned to achieve cross-market impact, reinforcing its reputation as a trusted partner in the food industry.

“While these B2B activities are more practical and focused than large-scale campaigns, they allow for valuable cross-pollination between B2B and B2C audiences.”

Internal Branding

Not only is Verstegen rebranding externally, but the campaign started already earlier internally. “I strongly believe in “internal is external,” meaning that when employees feel good about working with us and feel pride in the brand, they naturally become brand ambassadors. This initial enthusiasm with our colleagues will help amplify the message nationally. We wanted to build trust by giving employees a first look at the new campaign, so we created a “behind-the-scenes” video to show how the commercial was made so they could connect with the process. Rather than surprising them with the campaign only after it was launched publicly, we wanted them to be a part of it from the beginning.”

Jeroen describes that internally, the employees connect with the parent-child relationship portrayed in the ad, which adds a personal touch. “Each employee relates to it in their own way, and it generates pride across the company. The commercial captures our message better than a theoretical brand model could.”

“I strongly believe in ‘internal is external’; when employees feel good about working with us and feel pride in the brand, they naturally become brand ambassadors, which will help amplify the message.”

AI as a Tool for Inspiration and Efficiency

Verstegen has embraced artificial intelligence as an innovative tool within its creative and strategic processes, particularly during the brand’s recent repositioning. While not a replacement for human insight, AI provided valuable support in the early phases of brainstorming and concept development, generating quick visual ideas that helped shape initial creative directions. By using AI to prototype and validate ideas rapidly, Verstegen was able to streamline its workflows, saving time and resources, “We used it to generate creative suggestions during the early concept phase, which allowed us to visualise ideas rapidly without spending too much time sourcing images.”

The company sees even greater potential for AI as it explores new ways to integrate it systematically into its processes, viewing it as an aid for generating inspiration, spotting trends, and enhancing creative efficiency. “We can already see the benefits of using AI for rapid concept exploration, and there’s a lot more we could do with it.” This approach to AI reflects Verstegen’s commitment to adopting technology that supports human creativity and enhances innovation in brand-building.

“We can already see the benefits of using AI for rapid concept exploration, and there’s a lot more we could do with it.”