TURNING FRANCE’S FAVOURITE POTATO BRAND INTO BELGIUM’S NEXT SHELF HIT

— THE CHALLENGE

Princesse Amandine® is a well-known French potato brand, boasting a spontaneous brand awareness of 78% in its home country. With ambitions to achieve the same recognition beyond its boarders, the potato-loving Belgian market was an obvious target for expansion.

Chantal Neirinck guided the entrepreneurs and farmers of Princesse Amandine® in their Belgian go-to-market strategy and brought Catchafish on board to make the ‘French’ packaging truly Belgium-proof. The challenge? Keeping the brand instantly recognizable while creatively highlighting the unique product and its benefits on the shelf.

— Client

Princesse Amandine

— Market

Belgian Retail market

— Expertise

Packaging design Food photography direction Print management Project in close collab with Chantal Neirinck, go-to-market strategist

Result

PACKAGING DESIGN

Belgium isn’t France. And Belgian consumers aren’t French consumers. For Catchafish, it was key to transform the existing ‘traditional French’ look & feel into a contemporary and attractive packaging made for Belgian shoppers.

While staying true to the brand’s core values and respecting the existing brand guidelines, we added a modern, creative twist to the packaging’s overall look. This fresh, modernized aesthetic is specifically aimed at targeting a new market segment: young consumers (25-35 years old).

We created a packaging design that truly celebrates the potato: elegant and high-quality, with a rich, buttery flavor and a super-thin skin, positioning Princesse Amandine® as a highly attractive and convenient hero in its category.

The potato takes center stage, brought to life with a visual that powerfully tells its ‘ready-to-eat’ story. Playful details blow away the traditional dust on the shelf, giving the brand a fresh, modern breath in Belgium. And creating a perfect balance of quality, modernity, appetite, and convenience.

“Catchafish understood perfectly the scope of this challenging project : introducing a new (French) brand in a traditional category dominated by private labels. As a partner, supporting the dedicated team, as it should be in a brand new topic. The future is ours and French :)”

Chantal Neirinck - Entrepreneur and owner of Chantal Neirinck agency.

THE FUTURE

Guided by Chantal Neirinck, Princesse Amandine® made a successful debut at Lidl this fall, supported on social media by Sofie Dumont, who highlighted the potato’s outstanding qualities in the most delicious way. And this is only the beginning: the brand is set to grow, reaching more retailers and capturing the hearts of Belgian shoppers.