Uw moeder weet waarom: 2nd place
Role
Art direction / copywriting
Client
Ritchie
Project type
Radio spot
Project overview
PUB Award 2026: 2nd Place
The challenge: create a radio spot for Ritchie, a true Belgian family lemonade brand.
So who better to defend it than the boss’s own mother?
Jan Verlinden, the man behind Ritchie, handed the microphone to his mother. She takes over the radio and passionately defends her son’s lemonade as if she’s arguing directly with the listeners.
A family brand, defended by family. Literally.
