Case study: Recticel and Samu Social


Recticel is one of the world’s leading manufacturers of foam products used in bedding, insulation and the automotive industry. As part of a drive to develop the company’s role in the community, Recticel asked VAAV to develop a sponsorship project that their distributors and employees could be proud of.

recticel logo

Our approach: 

VAAV Communication proposed to Recticel to become a partner of the Brussels based charity, the Samu Social. The charity organises sleeping and housing facilities for the homeless people in Brussels during the difficult winter period. In November 2010, the charity wanted to open new facilities for the homeless. An important part of this was having sufficient mattresses and beds to make peoples stay as comfortable as possible. As a leading manufacturer of mattresses and bedding, Recticel could provide this support. The partnership also sat perfectly with the company’s claim “A Passion for Comfort”


Recticel provided Samu Social with 600 beds for their two temporary welcome centres for the homeless. Thanks to Recticel’s support, Samu Social was able to provide a total of 61.593 nights to homeless people between 24th November 2010 and 31st March 2011. This meant 38.000 more nights than in the previous year, thereby doubling the capacity for homeless people during the winter period. Various activities were carried out to inform Recticel employees of the sponsorship. For example, 40 Recticel employees cooked a News Years Dinner in one of the centres for homeless people, providing them with a real insight of the project and people that the company was helping. Given that the partnership was signed relatively late in the year, Recticel is already preparing a number of activities around the partnership for the 2011/2012 winter period. Jan Demoor, Corporate Communications Director of Recticel said “It has been a truly motivating experience for everyone at the company. We have been able to use our product and services to really help someone in need. Providing comfort to as many people as possible is the ambition of our company and through this partnership we have been able to demonstrate our mission and values.”