Antwerpen Proeft
Belgium's largest culinary festival with 45 top restaurants and 100 signature dishes plus chef demos at Waagnatie.
Leverage Belgium's largest culinary festival to drive foot traffic, restaurant partnerships, and food tourism content across premium dining and travel audiences.
- Behind-the-scenes chef demo clips and signature dish spotlights
- Local restaurant partnerships and exclusive tasting menu promotions
- Food tourism guides and travel packages to Antwerp's Waagnatie venue
- Influencer takeovers featuring top chefs and culinary experiences
Antwerpen Proeft (Antwerp Tastes) returns to Waagnatie Expo & Events from Thursday 14 to Sunday 17 May 2026 , marking the festival's 18th edition . 50 renowned restaurants and culinary specialists offer 100 signature dishes , all accessible in one location for these four days only. With predominantly indoor stands (in 2 halls) and some outdoor coverage, the festival handles all weather conditions . Visitors gain access to the full line-up of 45+ restaurants as well as cooking demonstrations, masterclasses and tastings at the ATAG Live Stage Weber BBQ workshops, 25 free dinners for two raffles, and complimentary Bru drink on arrival Eleven international cuisines present, including dishes from Argentina, Ethiopia, Georgia, Korea, Peru, and Southeast India "Sterrenchef van de Dag" (Star Chef of the Day) feature—each festival day a different top chef serves dishes that often sell out quickly Expansive terraces overlooking the Scheldt river with scenic waterfront backdrop Record number of 13 female chefs and artisan food producers like master chocolatier Delrey, Philip's Biscuits, and master patissiers
Campaign ideas7
- Partner sponsor activation: Feature your product at the ATAG Live Stage cooking demos—HelloFresh preps meal kits, appliance brands demo their equipment, beverage brands conduct tasting masterclasses like Duvel's beer pouring workshop
- Limited-edition festival merchandise: Co-brand a tasting glass, apron, or festival pass holder with your logo; sell at branded booth to drive revenue and brand recall
- Charity tie-in campaign: Match customer purchases or donations to Child Focus (festival's official charity partner); create limited-edition SKU where proceeds go to the cause
- Chef collaboration tasting: Work with 1-2 festival chefs to create an exclusive signature dish featuring your ingredient or product; promote via their pre-event social
- Instagram takeover series: Invite participating chefs or food personalities to take over your brand account during festival dates; generate behind-the-scenes content, live demos, Q&As
- Ticket bundling/gifting: Create VIP packages pairing festival tickets with your premium products (wine, truffle oil, kitchenware); market via luxury/lifestyle media
- Pre-event teaser content: Release chef interviews, ingredient spotlights, or 'what to eat first' guides 2-3 weeks before; drive early ticket sales while positioning your brand as festival insider
Social angles6
- Behind-the-scenes from the ATAG Live Stage: "See [Chef Name] master [Dish] live at Antwerpen Proeft 14-17 May. Your ticket unlocks 4 days of culinary magic on the Scheldt. #proeft #antwerpenproeft #livecooking"
- User-generated content angle: "What's your first taste at Antwerpen Proeft? Tag us & use #proeft for a chance to be featured. 50 restaurants, 4 days, infinite flavor combos. 🍽️✨"
- FOMO/urgency: "Sold-out signature dishes in 2025. 2026 tickets: €12 until Jan 15. Michelin stars, street food, masterclasses—all in one place. Grab yours before they're gone."
- Charity angle: "Every ticket = Every €1 you donate helps Child Focus. Antwerpen Proeft 2026: eat well, do good. 50 restaurants united for a cause. #proeft #childfocus"
- Location/atmosphere: "Riverside dining, covered indoor/outdoor stands, sunset views of the Scheldt. Rain or shine, May 14-17 is your culinary city escape. #waagnatie #scheldekaaien #proeft"
- Early-bird/VIP teaser: "VIP packages now live: reserved seating, hospitality, pre-loaded tasting credits. Celebrate in style at Belgium's greatest food festival. Corporate & group deals available."
Ad copy starters5
“"50 top chefs. 4 days. 1 place. Antwerpen Proeft May 14-17: Belgium's greatest culinary festival. Tickets €12. Proof it."”
“"Taste Michelin stars + street food for one price. No reservations. No formality. Just pure food joy. Antwerpen Proeft. 14-17 May."”
“"Your kitchen dreams start at Antwerpen Proeft. See ATAG's new 8-series, live demos, chef masterclasses. Inspire & upgrade. May 14-17."”
“"Eat. Learn. Give back. Every Antwerpen Proeft ticket supports Child Focus. Savor 50 restaurants + help a cause. May 14-17."”
“"From fine dining to falafel. Georgian cuisine to wagyu. Discover your next favorite restaurant in one afternoon. Antwerpen Proeft 2026."”
Tips4
- DO: Lead with chef names & Michelin stars in copy—foodies decide early and ticket sales are time-sensitive. Launch campaigns 6-8 weeks before the festival, not 2 weeks.
- DO: Emphasize 'accessibility' of luxury—the core appeal is tasting high-end food at modest prices (€12 entry + small tasting credits). Use this in every message.
- DON'T: Over-promote logistics (parking, directions)—this is a lifestyle event, not a commodity. Focus on the experience, atmosphere, and discovery.
- DO: Partner early with Child Focus & highlight donation mechanics—cause marketing drives ticket sales, especially in Belgium, and builds community goodwill.