Boondoggle Havas celebrates Leerdammer's 50 years with a deliciously surprising mix

50 years ago, Leerdammer appeared on the cheese market with an unexpected mix of tastes: mild on one hand and nutty on the other. After winning the creative pitch, Leerdammer and Boondoggle Havas, are celebrating this milestone with an equally unexpected mix and competition: the Leerdammix.

The concept? Create a deliciously surprising mix by adding one song's lyrics to a different song's music. Those who compete and recognize the two artists/songs that were mixed together have a chance of winning a full year of free concerts.

To create the surprising mixes, we dove into the studio with an absolute top cast: Patrick Ridremont for the FR version and Stefaan Degand on the Flemish side.

You can enjoy the results of these deliciously surprising mixes here: https://www.leerdammer.be/leerdammix/nl/. If you wish, you can even participate yourself until 27/09.

For this campaign, we used sponsored videos on YouTube, Meta, and Teads mixed with POS material.

Olivier De Laet, Strategy Director: "At Boondoggle, we build brands that resonate culturally. Music is inseparable from culture, just as it’s indispensable at a birthday party. This is an unexpected approach that goes beyond what you'd typically expect from an FMCG player."

Boondoggle Havas and Leerdammer, that's Together, Beyond.

Credits:

Client: Lactalis

Client team: Sylvie Quertainmont, Jill Olfers (Lactalis Belgium)

Agency: Boondoggle Havas

Account team: Janiek Weijen, Lisa Decrick, Anne-Lore Vestraets

Creatives: Gilles André, William Lambiet, Sven Nijs, Mathieu Cardon, Lesley Dewilde, Stephen Walckiers, Léa Bouissou, Stefaan De Vos, Anne-Sophie Cayon, Karlien De Haes

Strategy: Karin de Bruyn, Jesse Donckers, Olivier De Laet 

Producer Boondoggle Havas: Cynthia Pire

Production & Sound: Raygun

DOP: Maarten Verminck

Media: Havas Media