Activation
BEL Belgium
Maredsous 70 ans
Turning a brand anniversary into 70 reasons Belgians could relate to
Maredsous has long held a place on Belgian tables, built on decades of consumer trust and strong spontaneous awareness. For its 70th anniversary, the brand saw an opportunity to move beyond a simple celebration and turn the milestone into a moment of genuine local connection, driving relevance and interaction across the country rather than just marking a date.
We understood that a birthday alone isn't a reason for people to care. Instead of one national message, we crafted 70 lighthearted, distinctly Belgian reasons to love Maredsous, playing on local dialects, everyday habits and the kind of self-deprecating humour Belgians know best. The campaign was adapted city by city, giving each region its own local joke and tone of voice, and brought to life through a bold, colourful graphic identity that reflected the brand's diversity. A landmark OOH takeover at Place Louise anchored the campaign physically in the city, cleverly playing on the station's own stops to root the humour in a real, local landmark.
The campaign turned a corporate milestone into a shared cultural moment, spreading across OOH, social media, retail activation and PR with a distinctly regional voice in every market. By adapting the brand's humour and language city by city, Maredsous strengthened its local relevance and consumer affection nationwide, proving that a birthday can be more than a date, it can be a reason to feel proud of where you're from.
