JDE and Boondoggle launch Maison Jacqmotte

Belgian brand Jacqmotte, known for its signature coffees, wanted to attract a younger audience (again), so it created a sub-brand called Maison Jacqmotte. Maison Jacqmotte stays true to the essence of Jacqmotte ("Kwaliteit vraagt tijd" or "Quality takes time"), and refers to the house in the Rue Haute in Brussels where the brand originated, but has a more contemporary packaging. It is a link between the past and the present to appeal to an audience of true connoisseurs.

Boondoggle discovered during research that there was a match between the attitude of this target audience and the brand: the willingness to take the time to enjoy their passions. This gave rise to the launch campaign, available in D(OOH) and social media, in which we discover the worlds of people who are passionate about music or travel, associated with a cup of Maison Jacqmotte. The headline "Tijd voor wat je inspireert" (or "Time for what inspires you") is as applicable to coffee as it is to the passions that drive each of us. And those who take a moment to look at the images will find a fun nod here and there in the details of the design.

PY-HJDE-15682 - Jacqmotte_OOH_237x350_GOUD_HR.pdf

PDF - 3.2 Mb

PY-HJDE-15682 - Jacqmotte_OOH_237x350_INTENSE_HR.pdf

PDF - 3.4 Mb


Client team: Maxime Moïens, Olga Uvarova, Vanessa Barba
​​Account team: Antje De Laet, Anne-Lore Vestraets
​​Creative Director: Hugo Battistel ​
​​Creative team: Ludovic Kinnaert & Guillaume Goossens ​
Copy: Lesley Dewilde, Stéphane Daniel
Illustration & Motion design: Riene Reynders, Amèl Amri, Léa Bouissou, Dorien Bradt
DTP: Stefaan De Vos, Tristan Meurice
​Planning: Karine Uytterhoeven ​


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About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, integrated with innovative digital products and services. The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers. 

Boondoggle has a combination of international and local clients, including Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

Boondoggle's belief is that collaboration is the key to creating meaningful brands, products and services and the agency strives to work together with its clients to take them beyond. 



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