Together at the table with Oma’s Soep
More than 2.7 million elderly people in the Netherlands feel lonely. This loneliness can lead to serious mental and physical problems. Oma’s Soep is known for its soup, but through its foundation the brand brings young and old together to fight loneliness. The challenge was simple yet urgent. How do we create real connections between generations and make togetherness something people actually act on?
One table for two
We introduced One Table for Two against loneliness. A national initiative that connects young and old in a simple and human way. On Opa and Oma Day, people were invited to take an extra grandparent out for dinner. The idea was straightforward. Bring an opa or oma to a participating restaurant and they eat for free. By turning a shared meal into a shared mission, loneliness became something you could actively break together.
Zero budget real impact
With a budget of zero euros, the initiative relied entirely on voluntary commitment. And that is exactly what made it powerful. Through videos of elderly people on our own channels, we invited the whole country to join. A short film was donated and shown for a week in 30 cinemas. Restaurants, influencers, media and press all contributed their time and reach. Within five months the number of participating restaurants grew from 20 to 100, more than 10 million impressions were generated and over 1000 elderly people experienced a moment of connection. The result proved that you do not need a media plan to move a nation. Sometimes all it takes is sitting down and eating together.
