Belgian real estate company Montea was asked to build the most modern bakery in Europe. Despite the compound having been built in the Netherlands, it was no coincidence that they looked to Belgian expertise to actually construct the architectural feat. Montea wished to clearly position the project in the market, but also to emphasize its expertise.
Along with Montea, Bereal came up with a strong storyline, made arrangements with the Dutch clients, and it was no accident that Bereal opted to make its own news video about the project. However grand and impressive the project is, it was unlikely that the Belgian press would go take a closer look at the construction site in the Netherlands, mostly because of the practical implications. That's why Bereal made Montea its own news video, in image quality that enables TV newsrooms to possibly use the footage.
The story was pitched to both the Dutch-language and the French-language press. L’Echo, the French-language counterpart of De Tijd, was one of the newspapers to put the news on their front page. The story also made it into the trade press. Bereal distributed the press release via a personalized newsroom for Montea. The project received a great deal of positive attention.