Boondoggle Takes a Seat at the Table with Maredsous Cheeses

Fromageries Bel, which collaborates with Providence —an agency from the Havas Group—in France, has entrusted Boondoggle with the mission to relaunch the famous cheese brand Maredsous in Belgium.

Maredsous, a Belgian brand with a rich history, had somewhat faded from the spotlight in recent years, despite continuously launching new products. So it’s time to return to the Abbey of Maredsous.

For the strategy, Boondoggle worked closely with Providence Paris and a team of both international and local clients.

A new brand platform was created around the theme: “This is what welcome tastes like.” This theme refers to the well-known history of the abbey as a place where everyone was always warmly welcomed with the famous cheese-topped sandwiches.

A new TV commercial and several key visuals were developed by Boondoggle.

CREDITS :

Agency : Boondoggle Havas

Advertiser : Bel Belgium

Client : Marine Bisson, Mahaut Engerant, Lotte Kooij, Camille Brialon

Account : Laurie Parres-Albert

Strategy : Stijn Cox, Olivier de Laet, Michael Marchand, Nette Segers

Creation : Hugo Battistel, Stéphane Daniel, Stijn Gansemans, Stephen Walckiers, Dorien Bradt, Stefaan De Vos, Nadia Tweepenninckx, Léa Bouissou

TV Production : Cynthia Pire

Production vidéo : Czar, Salsa

Photography : Kurt Stallaert