Challenge
Although Maredsous enjoys high consumer awareness, there was room to grow in cross-range appeal and product versatility awareness. The challenge was to rejuvenate the brand image while remaining authentic, and to increase consumer consideration across all product lines.
Insight
Maredsous has been part of everyday Belgian life for 70 years. This anniversary offered the perfect moment to celebrate with consumers — not just by looking back, but by highlighting the brand’s enduring cultural relevance through humor, dialect, and “belgitude” (Belgian pride and personality).
Approach
We created a playful, identity-driven campaign titled “70 Reasons to Love Maredsous”, featuring humorous and relatable statements rooted in Belgian culture.
The campaign used local dialects, popular expressions, and regional humor, combined with a colorful, fresh visual identity to emphasize both variety and modernity across the product range.
Execution
A multi-format media plan including both classic and digital OOH, with geo-targeted creative adapted to various Belgian cities.
Amplification on key digital platforms — Meta, TikTok, Pinterest, and YouTube — to drive reach and emotional connection.
The visuals and messages celebrated everyday Belgian life, reflecting real consumer habits and cultural codes.
Results
Strong audience engagement through localized humor and cultural cues, reinforcing Maredsous’ emotional bond with Belgian consumers.
Increased visibility for the entire product range, beyond the brand’s traditional bestsellers.
A campaign that celebrated heritage while refreshing the brand’s voice, positioning Maredsous as both authentic and playfully modern.
