Nightingale Smartmat feestmenu


  • Graphic & interior design
  • Campaigns and productions
  • PR and influencer relations
  • Brand activations & events
  • Digital & social media
BELGIUM | Smartmat, originally a Swedish concept, delivered fresh, locally grown ingredients and healthy recipes at your doorstep on a weekly basis. The perfect solution if you have a busy lifestyle or if you just like to get inspired in the kitchen. Nightingale took care of the overall communication strategy as well as the social media strategy, creating content for Facebook and Instagram and setting up advertising campaigns for social media, Google Adwords and YouTube. By sending out press releases we highlighted the brandstory and new products such as veggie meals, single bags, etc.


Being an established brand in Flanders, Smartmat decided to reach out to the Brussels and Walloon market. Nightingale organized an informal Midsommar-themed dinner for French-speaking journalists and influencers to get acquainted with the brand. Furthermore we reached out to creatives in Wallonia to gift them a try-out Smartmat bag. The corresponding press release was sent out in both French and Dutch, a bilingual approach we also applied to Smartmat’s social media channels.

Nightingale Smartmat midsummer dinner


Every year at Christmas and New Year’s Eve, Smartmat expanded its offer with a festive menu. The ingredients and recipes for 4 courses for a group of 8 (both meat and vegetarian) were delivered at your door, leaving customers with a solid answer on the most important question during the holiday season: What are we eating tonight? To put the festive menu in the spotlight, Nightingale worked out an exclusive collaboration with Sabato, the weekend issue of Belgium’s financial newspaper De Tijd, resulting in a 5 page spread.

Nightingale Smartmat Festive menu


After focusing on awareness and Smartmat ambassadors spreading the word, Nightingale produced a TV commercial to introduce the concept to a broader audience: the viewers of VTM, 2BE and VITAYA. The 30 sec. commercial represents Smartmat’s core values such as family life and healthy cooking. Nightingale took on the role of strategic and creative agency and worked together with professional production agency Eshloraque, food stylists and make-up artists. After broadcasting the commercial during prime time on television, the 30 second film was used as an advertising tool on Youtube.

Nightingale Smartmat TV commercial:


Keeping the singles in mind, Smartmat launched a tailor made menu: The Single Bag. With an increasing amount of weekly customers (1500), Smartmat responded to the needs and wishes of as many people as possible. Since singles often lack inspiration, time and courage to cook a healthy and balanced meal for themselves, Smartmat decided it was time to step in and lend them a helping hand. Nightingale organized the official press launch of the Smartmat Single Bag, consisting of two timings: an intimate brunch with the founder of Smartmat and key lifestyle and food press, and an evening party with press, bloggers, partners and happy customers. The event took place in the inspiring venue of Eddy Blondé, which happens to be Anders Asarby’s former home.

Nightingale Smartmat release


Nightingale also designed, conceptualized and produced a food trolley as innovative tool to bring Smartmat’s product closer to their target audience to create a word-of-mouth. The trolley was used at street activations, festivals, neighborhood events, etc.

Nightingale Smartmat food cart


Nightingale was responsible for the concept interior of Smartmat’s participation in Biofestival during Gentse Feesten. With a focus on urban gardening and green in the city, the concept resulted in an ‘urban farm’ kind of atmosphere.

Nightingale Smartmat biofestival gent
Nightingale Smartmat Tv spot picture
Nightingale Smartmat Tv spot eating
Nightingale Smartmat book launch
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