Illustrate the new signature: Make the Difference in Hospitality.
Before the rebranding, MDH stood for Moins Dix-Huit Degrés (Minus Eighteen Degrees), in reference to the company’s origins as a supplier of frozen products. The rebranding marked a major evolution: not only the expansion of the offering to fresh, dry products and beverages, but also the repositioning of MDH as a service partner for the hospitality sector.
This new positioning recognises that great hospitality is never the result of a single company. It is built by an entire ecosystem — from producers to logistics teams, from chefs to servers — where every link in the chain plays an essential role in delivering an exceptional customer experience.
This idea became the foundation of the campaign. We created a film that shines a light on the people who usually remain in the shadows, revealing the invisible chain behind every plate and showing how MDH helps connect every step of the journey.
Services
The video concept
Complete logistical organisation
Production & post-production (20 videos + 50 photos)
Content distribution across various platforms
Performance analysis
This project at a glance
From creative concept to a high-impact awareness campaign.
The challenge
MDH Foodmarket does not just supply products: it brings hospitality to life through the people behind every plate. The challenge was to make these often invisible contributors visible: the farmer, the logistics team, the chef, and the waiter.
Rather than focusing solely on MDH, the campaign had to celebrate the entire value chain. Because making a difference in hospitality is never the work of a single business: it is the result of everyone playing their part to the full.
The approach
We built the creative concept around the contrast between shadow and light.
By shining a light on the people who usually work behind the scenes, we highlighted the craftsmanship, dedication and collaboration that make every dining experience possible.
The film follows four key characters:
The farmer, where quality begins.
MDH Foodmarket, who selects and delivers the best products with care and reliability.
The chef, who transforms exceptional ingredients into memorable dishes.
The waiter, who creates the final link between all this invisible work and the guest.
Together, they tell a single story: hospitality is a team effort.
The work
To bring the story to life, we shot in three authentic locations in a single production day.
We started at GoodMeat, one of MDH’s trusted meat suppliers, to capture the origin of the products. We then moved to Brasserie Toucan, one of Brussels’ best-known brasseries, to shoot the chef and waiter sequences. Finally, we filmed the MDH team in action, highlighting the expertise and commitment behind every delivery.
The campaign delivered:
A main brand film.
Versions in three languages.
Multiple formats tailored to each platform.
A series of individual cutdowns dedicated to each profession.
This modular approach allowed MDH to connect with every audience in its ecosystem — from producers to chefs, waiters, clients and their own staff — making the campaign as valuable for brand awareness as it is for employer branding and recruitment.
When a rebranding becomes a engine for lead generation.
Evidence-based results
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Video
CREDITS
Trinity Content MarketingMDH Foodmarket
