Donald Muylle still makes your kitchen ‘in Belgium’, but no longer says it: « really Belgian, » that’s shorter and more powerful « (Roeselare)

Just Do ItNike’s slogan, has been like a house for almost 40 years. And we do it almost as long Together with Gamma. Saying goodbye to a baseline is not easy. But Dovy Keukens did it anyway. Founder Donald Muylle has thrown his regular final sentence overboard. No more: We make your kitchen in Belgiumas he has been proclaiming it since 2012. But it is: Really Belgian. One of the most famous Flemish slogans can no longer be heard on radio and television.

Read too. « That commercial has mainly had an impact on grandpa herself »: grandchildren of famous kitchen builder Donald Muylle start in family business

« This is shorter and more powerful, » says Mario Muylle, son of Donald and responsible for sales and marketing at the kitchen builder. « We notice that many other companies have followed our example, » he says. “And unpacking with the fact that they are Belgian. While that is often not really the case. They are companies from here, but they produce abroad. We are still really Belgian. The production is still happening in our studios in Roeselare. And we are still a real family business. All the shares are with me and my brother Christ, and with our father.  » Dovy Keukens currently has forty tone rooms in their own country and two across the border in France.

Smart or not? « I don’t see much difference, » says marketing expert Harry Demey. “I see it as an evolution. The previous slogan was perhaps clearer and stronger. Really Belgianyou can also put that on a box of strawberries or on a pack of asparagus. But it is true that it is shorter and more powerful.  » According to Demey, it is also a baseline « it is much more about the figure of Donald Muylle than that sentence. He is the personification of the company. I hope for the company that he can do it for a long time. «