Boondoggle reveals the taste of Leerdammer

How do you activate an existing billboard campaign to increase Leerdammer's recognition and awareness in the north of the country and stimulate trials? That was Leerdammer's question for Boondoggle.

To create this visibility in an original way, Boondoggle chose to give Leerdammer's packaging a central place in the campaign and use it to partially hide well-known artists. Original line drawings behind the packaging revealed the typical traits of some famous Belgian artists, who came to life in DOOH and on social media.

With the slogan "Ontmasker de smaak van Leerdammer" ("Reveal the taste of Leerdammer"), Leerdammer fans were challenged not only to guess which artist was hiding behind the packaging, but also to taste Leerdammer cheese. A contest was organized via Instagram, through which participants could win a concert by The Weeknd, and sampling actions in stations and shopping malls enticed passers-by to taste Leerdammer.

Credits:

Client team: Sylvie Quertainmont, Jill Olfers, Jamilla Ajana
​Account team: Antje De Laet, Laurie Parrez, Anne-Lore Vestraets
​Creative Director: Sven Nijs
​Creative team: Fabrice Van Hellemont & Els Verhofstede
​Long copy: Lesley Dewilde
​Illustrator & Motion Designer: Amèl Amri
​DTP: Stefaan De Vos
​Media buying: Havas Media