Lunch Garden and VML share meters-long spaghetti strand for Valentine's Day

Antwerp, 14 February 2024

Romantic souls who have always wanted to recreate the iconic spaghetti scene from Lady and the Tramp at home should hurry to Lunch Garden this Valentine's week for a package of Spaghetti d'Amore.

Those familiar with Lunch Garden know that the restaurant chain has a fondness for classics, such as spaghetti Bolognese. That's why VML Belgium (formerly Wunderman Thompson Benelux) came up with something special for Valentine's Day for couples who love this pasta classic and each other: Spaghetti d'Amore. A single very long spaghetti strand, a whopping 6 meters long, that you can slurp up together with your loved one. Romantics receive the freshly hand-rolled pasta for free this week with the purchase of a Bolognese sauce takeout dish, available at all Lunch Garden restaurants.

The idea is supported with a campaign on social media and via POS in Lunch Garden branches. Quite a few influencers were also seduced by the Spaghetti d'Amore: Elodie Gabias, Stephanie Planckaert, David Antoine, An-Katrien Casselman and Daniela Prepeliuc, among others, fell for the metre-long string. The promotion runs from 12 February to 18 February in all Lunch Gardens, while stocks of 1,500 strands last.

Lunch Garden - Spaghetti d’Amore 9:16 NL.mp4

MP4 - 50 Mb


  • Client: Lunch Garden
  • Client contact: Ifke Nauwelaerts, Leen Baeten
  • Agency: VML Belgium
  • Chief Creative Officer: Klaartje Galle
  • Creative Directors: Kasper Janssens, Arjen Tarras
  • Creative team: Thomas Thysens, Olaf Meuleman
  • Account team: Michelle Stas, Stephanie Romano, Luca Vinck
  • Strategy: Tom Vingerhoets
  • Designers: Timothy Helmer, Sofie Luyckx
  • Copywriters: Jelle Raats, Yves Donceel, Tijs Dejonckheere
  • DTP: Jan-Bart Debruyne, Anja Van den Broeck
  • Print Production Director: Sofie Verschaeren
  • Agency Production: Tim Keeren, Ingeborg Van Hoof
  • Photography: Sarah Huysmans
  • Production Company: Friction
  • Pasta Production: Pastaman, Theo Hagtingius, Anneleen Keysers, Raminta, Zostautaite, Elien Degeetere





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