AB Inbev wanted to affirm Hertog Jan’s strong brand positioning with a year-round content campaign focused on the brewery, the beers and the brewers.
Promote six beers with a wholesome content strategy
The story of Hertog Jan is focused on three B’s. Beer, brewers, brewery. Those three B’s contain a lot of stories that can be told in a lot of different ways. Our challenge was to construct, produce and distribute a solid wholesome content strategy on multiple channels.
Take an editorial approach to advertising
Own up to the real and authentic brand promise by putting real stories at the core of an advertising campaign. That’s what we did.
Introducing The Taste of Beer
We created 6 short online documentaries in which the brewers and Dutch culinary journalist Joris Vermeer dive into the backstories of each Hertog Jan beer. That documentary footage formed the starting point for 6 tv-commercials and numerous on- and offline advertising assets