About What's Cooking?
Ter Beke is Europe's leading ready meals & savoury food group, home to Come a casa® and other renowned brands. On its 75th birthday in 2023, they reinvented themselves. We helped them create and develop their new brand strategy and purpose. With a new name and brand identity as a reliable guide and daily reminder of their mission.
The soul
The sector of freshly made ready meals and savoury food isn’t the fastest learner when it comes to sustainability. Ter Beke realises that the time has come to stand up, speak out and work towards becoming an exemplary leader, one step at a time. If they can enable people to make a small change in their food habits, the impact on the environment will be huge. We helped them to incorporate these social ambitions into their mission. We built the entire brand around this very purpose: to put their passion for delicious food to work and make this change go mainstream.
The voice
What's Cooking? is (besides 'What's on the menu?') an informal way of asking ‘What’s going on?’ with some extra flavour and a pinch of positive expectation. It highlights the brand's curiosity, drive and passion for food. It expresses appetite, hope and realism at the same time. It's a question to the world. What we eat affects our planet, and as a leading food company What's Cooking? wants to take responsibility. Thus, it becomes a question they also dare to ask themselves: what can the brand do to drive forward the change towards better food choices? Moreover, embodying their readiness to demonstrate courage, the brand name also poses a question to you: what is on your plate today?
The face
We call the new logo 'The Stir'. To stir is to get something moving, to stimulate, to energise, to inspire. The logo's natural and dynamic design underscores the societal movement that the brand aims to support and nurture. At the same time, the new colours refer to the Ter Beke heritage, connecting tradition to innovation. Its layered design represents the brand's diverse product range, from deli slices to vegetarian lasagne. It shows the brand's colourful, powerful and optimistic spirit.
