And apparently, young, urban millennials in Flanders… absolutely hate it. The potato doesn’t seem to inspire them at all. They also consider it a ‘fat food’ and believe that it takes way too long for a potato to cook. For VLAM and The Other Agency the challenge was clear: get millennials to fall back in love with the potato. Even better: show those millennials that the potato feels at home in every kitchen. Even though the main target group consisted of urban millennials, the campaign needed to be broad enough to address the whole of Flanders.