1 million readers from 3 newspapers feast on Clarebout
It’s not every day that a global company gives journalists a behind-the-scenes look. Yet we succeeded in convincing Clarebout, the European market leader in frozen potato products, to invite the Belgian press to its brand-new site in Dunkirk (France). Journalists from De Tijd, L’Echo, and De Standaard were given insights into innovation, social engagement, and sustainable growth. An authentic story that received full-page coverage in both the print and digital editions and was widely shared across their social media channels. Mission accomplished: journalists satisfied with a strong and newsworthy story, and Clarebout delighted with the many positive reactions.
An Authentic Story Always Scores
Starting as a local family business, West Flanders-based Clarebout has grown into the third-largest supplier of frozen potato products in the world. It achieved this top position by consistently investing in technology, sustainability, and innovation. The new production facility in Dunkirk—an investment of 350 million euros over 20 hectares, creating 410 local jobs—is a prime example of this strategy and provided a unique opportunity to score with an authentic story in the media.
Why Step into the Media Spotlight?
Clarebout is a solid employer actively recruiting, committed to minimizing the environmental impact of its operations, and investing with a future-oriented vision. The opening of the new site in Dunkirk was an excellent opportunity to give this story the media attention it deserved—helping to attract potential employees, showcase Clarebout as an engaged industrial company, and demonstrate its sense of responsibility toward local authorities, potato farmers, and nearby residents. In short, by presenting a strong story to the media, we were able to shine an even brighter light on Clarebout’s commitment to corporate social responsibility.
Informing the Right Journalists
For Clarebout, the media focus was clearly on the financial and economic press. That’s why we reached out to the relevant journalists at De Tijd, De Standaard, and L’Echo and informed them about the opportunity: a visit to Clarebout’s new state-of-the-art fry factory in Dunkirk.
On site, they received a press kit containing facts and figures and were able to see firsthand and ask questions about how Clarebout is investing in sustainability and embracing new technologies to reduce its ecological footprint. We ensured that this commitment to sustainability and innovation was clearly reflected in the articles, both in words and images. A limited number of pre-agreed locations were designated where the media photographers could take pictures—perfect for adding extra visual impact to the story.
Resonance Among a Broad Readership
In addition to sustainability and innovation, the impact of the new site on employment and the local community was also a key topic. With 410 new jobs, the Dunkirk factory gives a strong boost to the regional economy—an important point to highlight in the reporting. By emphasizing this socioeconomic angle, the Clarebout story resonated even more with the broad readership of the selected newspapers.
The Result: Authentic Coverage and Online Impact
So, what did this PR campaign deliver? In the days following the visit, full-page articles appeared in the newspapers, both in print and online—reaching a total audience of 1 million readers. Additionally, on social media, columnists and opinion leaders shared the story, proof that social influencers appreciated Clarebout’s authentic message. Our approach further strengthened Clarebout’s position as a market leader, solid employer, and innovator, leading to a strong brand perception.
This project demonstrates how Pressworld, through targeted media relations, adds an extra dimension to the power of authentic storytelling, allowing a message to be spread broadly and with impact, both online and offline.
