Concretely, how was the idea born?
”We like to create sauces in collaboration with different partners. We have already made exclusive sauces with David Antoine, Mort Subite, De Ideale Wereld, RSC Anderlecht, Lay's, Paradox Brussels,… And then who says football, says fries, right?”
What is special about this sauce which refers to the Red Devils?
“As the Red Devils are going to Germany for Euro 2024, we added curry to our ketjep recipe, in honor of currywurst, a German specialty.”
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Where will it be sold?
”The sauce will be available in all stores that already sell products from our range (Carrefour, Delhaize, Cora, Intermarché, Okay, Delitraiteur, Rob, etc.). It will also be available in all good chip shops in the kingdom.”
What visibility will be offered to Brussels Ketjep through this collaboration with the Belgian Union?
“We will have the privilege of having a presence at the ledboarding and the Red Devils sauce will also be offered in the various food stalls during the matches at the Roi Baudouin stadium.”
Does Brussels Ketjep want to be the reference brand for football fans, like Jupiler is for example?
”We make really good sauces and not just for football fans. This collaboration is a source of pride for us because the national team is the most unifying thing in Belgium and it represents our values.”
Does this exclusive partnership position Brussels Ketjep as the only brand that will be able to use the image of the Red Devils in its communication around the Euro?
”The only brand of sauce, yes. On the other hand, our motivation does not concern communication but rather the taste experience of this new Red Devils sauce recipe. When you taste it, you will feel a little like you are in Germany with our Red Devils.”
