The Belgian Touch
Client Stella Artois
Agency Momentum
Role Creative Director
The brief
Create a trade and consumer platform that would drive reappraisal of Stella Artois - addressing the disconnect between the brand’s positioning and customer perceptions of the product.
The Belgian Touch, a campaign leveraging Stella Artois' authentic modern Belgian identity to reconnect with a travel-hungry millennial audience – and tell the brand story in an emotionally resonant way, linking it to key cultural touchpoints such as craft, food and creativity.
The campaign told the stories of artisanal small businesses in Belgium, creating editorial content around the brand that on-trade buyers and managers could identify with.
The response
My role
Developing the creative strategy.
Creating The Belgian Touch as a creative platform.
Concepting the campaign.
Creative direction for campaign assets.
Art direction of photoshoot in Belgium.
Oversight of delivery of B2B and B2C on-trade and off-trade campaign assets.
The results
Uplift in perception of Stella Artois with on-trade buyers.
Adoption of B2C camapign collateral by on and off-trade partners.
Increase in on-trade sales of liquid during campaign.
