Ahead of Dutch national elections, the TAPP Coalition launched a low-budget, high-impact campaign to embed fair pricing for meat and dairy into political agreements.
CHALLENGE
Raise awareness of TAPP’s fair pricing proposition and influence Dutch elections to integrate it into coalition agreements, overcoming the challenge that sustainability initiatives often struggle for attention amid economic pressures and competing political narratives.
APPROACH
We built the strategy around TAPP’s operational model: mobilizing citizen support to influence policymakers. Research showed 63% of Dutch consumers favored fair pricing for meat and dairy, offering credible, newsworthy evidence. Communications positioned TAPP as the voice of the majority, not a fringe activist group, creating legitimacy and authority.
The creative platform emphasized authentic dialogue, regional engagement, and personal storytelling, making sustainability relatable. Messaging was structured around survey insights and key narratives to ensure consistency while remaining locally relevant. The approach combined political insight, citizen participation, and media engagement, ensuring the campaign would influence both public awareness and policymaker action.
EXECUTION
We hosted 12 election dinners across Dutch provinces, partnering with local fair-food restaurants, including Michelin-starred venues. These dinners brought together farmers, consumers, journalists, and politicians for moderated discussions on fair pricing and sustainable production. Attendee insights were documented and communicated to policymakers, creating a direct feedback loop.
The campaign included media pitches, press releases, and a press conference at the Dutch parliament, generating coverage in national and regional outlets. Social media amplified participant voices, while updated survey data provided fresh news angles. This multi-layered approach combined on-the-ground regional activism, political visibility, and data-driven storytelling, creating a robust advocacy ecosystem that reinforced TAPP’s credibility and influence.
RESULTS
The campaign generated 100+ media conversations and 18 published articles, reaching 3 million people. Awareness of TAPP’s fair pricing proposition increased both regionally and nationally. Policymakers acknowledged TAPP as representative of broad public opinion, strengthening the coalition’s influence in elections. The campaign built strong partner relationships and showcased a replicable engagement model for future political initiatives. Media coverage, citizen participation, and parliamentary visibility together created measurable impact, embedding TAPP’s sustainability agenda into political discourse and demonstrating that citizen-backed advocacy can drive policy change.