For years beer consumption rates were dropping in Belgium. People in Belgium tend to perceive Belgian beer merely as a commodity. For special occasions more and more Belgians prefer (sparkling) wine.

Challenge : Belgian beer is famous around the world but Belgians didn't realize it (yet).

We came up with the following insight: In a tiny country like Belgium, you first need to become successful abroad before you get recognition in Belgium.

Our campaign was built around the leveraging of existing foreign enthusiasm for Belgian beer, to stimulate national pride for Belgian beer.

The amount of Facebook fans increased with a staggering 3,800%. Our Facebook community grew to 34,000 fans in less than 2 weeks time.

Up until now we tracked compliments coming from 366 cities in 28 different languages.

The media attention generated by our campaign, incited the government to submit Belgian beer culture to the UNESCO world heritage list.

The campaign-effect on Belgians :

• 53% now feels more proud about Belgian beer.

• 36% more people bring beer instead of wine to a dinner party

• 33% say they drink Belgian Beer more often

The execution was built around 2 phases. Phase 1 consisted of making Belgium rediscover the foreign success of Belgian beer. In the second Phase we gave them tools to demonstrate their newfound pride. Belgians know they should be proud of their beers, we just had to make them realize it again.