HAK and ACE launch campaign to simplify healthy eating

HAK, in partnership with ACE, has introduced a new brand positioning and campaign, HAK JE DAG (HAK Your Day), aimed at encouraging the Netherlands to eat more vegetables and legumes.

The campaign responds to changing eating habits and fragmented attention, highlighting quick, nutritious solutions that go straight from cupboard to table.

The campaign emphasizes everyday moments when time is scarce—whether during the evening rush, a sports night, exam stress, or a busy workday—showing that healthy meals can be fast and accessible without compromise.

From heritage to contemporary relevance

Since 1952, HAK has connected the field to the plate through iconic campaigns featuring figures such as Martine Bijl, Herman den Blijker, and Elise Schaap. The new positioning moves beyond traditional broadcasting, placing the consumer at the center and turning HAK into a verb: a practical tool for managing daily mealtime challenges.

Kyra Zonderop, Marketing Manager, HAK: "Life is full of moments where everything happens at once. 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."

Visual and cultural anchors

The campaign uses a bean plant as a visual "green thread," symbolizing HAK’s roots, naturalness, and nutritional value. The approach maintains the brand’s connection to the land while emphasizing convenience and modern lifestyle relevance.

Broad, adaptable platform

HAK JE DAG spans multiple channels, including online, social media, radio, TV, outdoor, and PR, providing a flexible platform to engage consumers across their daily routines.

Billy Witbraad and Jasper Diks ,ACE: "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."

www.hak.com

www.ace.nl

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