Maredsous fresh

Context

Maredsous, an iconic brand of the Bel Group, launched a brand-new product: Maredsous Frais & Onctueux. With this innovation, Bel aimed to introduce a fresh cheese that stood out in a highly competitive category while staying true to the brand’s warm and approachable spirit.

Insight

Freshness alone wasn’t enough. The product needed a world that felt instantly appetising, sensorial and fressssshhhh, expressing the new brand line: Prenez goût à la fraîcheur. Our goal was to make Maredsous not just visible, but unmistakably fresh, while preserving its signature warmth.

Solution

A strong, appetite-driven campaign rolled out across OLV, DOOH, social media, and in-store. The result? A launch that gives Maredsous Frais & Onctueux maximum visibility, irresistible taste appeal, and a refreshing presence at every touchpoint.