The Vol-Au-Vent Remix
When Belgium’s most iconic sandwich chain meets Belgium’s biggest "vol-au-vent influencer", you don’t just get a sandwich, you get a cultural moment. In 2025 we linked Panos and Average Rob to cook up a 360° campaign that was equal parts "Belgitude" and pure comfort food.
“Since I was a kid, I’ve been going to Panos for my sandwiches. A truly Belgian brand that honors our sandwich culture with heart and soul. When we decided to work together, there was only one option: "Broodje vol-au-vent". The rest is history.” - Robert Van Impe (Average Rob)
Our approach for this collaboration was built on co-creation. This wasn’t a standard celebrity endorsement, but a true passion project for all involved. We positioned the Vol-Au-Vent Remix as the ultimate remake of a Belgian classic, blending Rob’s humor and aesthetic with Panos’ craftsmanship.
The Roll-Out: live, laugh, vol-au-vent
We didn't just launch the product; we built a universe around it. For starters we had the actual "Ultimate Sandwich". We launched it as a story towards media through a typical Rob-style launch video (produced by BBDO Belgium). Leveraging his massive reach through his channels to ensure immediate viral traction.
Following the launch and initial hype we headed to Leuven where we took over the Martelarenplein with a high-energy celebration party at a local Panos featuring "Omdat Het Kan", turning a product release into a cultural moment. Here we also released a merch drop to deepen the collaboration. We developed a limited-edition "Live, Laugh, Vol-au-Vent" collection: from skateboard decks and custom slides to streetwear items like caps and sweaters.
For our influencer and creator approach we facilitated 11 macro-influencer collaborations in support of our social media strategy, ensuring the "Vol-Au-Vent Remix" remained the talk of the town.
The Results: A Remix for the Ages
The "Vol-Au-Vent Remix" didn't just sit on the menu; it flew off the shelves. Launched as a limited drop, the Remix remained on Panos’ menu for a full 14-week run.
On social the reach was massive: UGC content was shared numerously on TikTok, thousands of entries for the merch giveaway followed and Panos’ digital engagement metrics among Gen Z and Millennials saw a significant boost.
This collaboration has become (for Panos and our agency) the most talked-about campaign, successfully bridging the gap between traditional retail and modern online culture.