15 GRAM originated from a strong B2B business in recipes and food photography, looking to expand into B2C. An initial attempt with a cookware webshop did not gain traction in a saturated market.
Context
The challenge was not product — but positioning. Entering B2C without a clear identity or leverage made it difficult to stand out or connect with consumers.
Approach
Together with Ben Van Asbroeck, I redefined an opportunity the owner had by connecting their existing B2B strengths — a large recipe database and content expertise — to a foodbox model, at a time when the Belgian market was still early-stage.
From there, we built the positioning from the ground up using a structured model: starting from product specifics and rational benefits, then identifying the emotional rewards that truly differentiated the brand.
This resulted in three clear consumer values — Simple, Involved, Inspiring — translated into the strategic brand identity captured in the line: “15 GRAM, the cooking expert who makes everybody cook” and the baseline: “Today, I cook.”
These became the foundation for all communication, product decisions and brand behavior.
Outcome
The positioning created clarity and alignment across the entire team, turning strategy into a practical decision-making tool. 15 GRAM grew into a strong national player and later merged with Foodbag, becoming part of the leading foodbox platform in Belgium.
A clear example of how emotional positioning, when translated into simple and actionable values, can drive real traction.
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