Haacht Brewery is a hundred percent independent Belgian brewery, mainly known for its brands Primus and Tongerlo. As an independent family-run company, it is also the second largest Belgian beer brewery. At the helm: the oldest and longest-serving CEO of a listed Belgian company. But despite its rich history, the brewery generally has an old-fashioned and sometimes negative image. LVTPR Belgium’s goal: improve this image among all stakeholders.
Before we got started, we needed to come up with a consistent message. That’s why we organized a messaging session with Haacht Brewery. The session led to the corporate branding core values that had to be communicated in all of the company’s communication.
With these core values, we first approached the economic editorial boards of various dailies. We planned two brewery visits with the economy journalists of the largest Flemish and Walloon newspapers: Het Laatste Nieuws en La Dernière Heure. Here, were collaborated with the marketing director to tell Haacht Brewery’s story and work on building a strong relationship.
This strong relationship later led to the publication of a variety of Haacht Brewery news articles in both media. We also pitched the introduction of a new SUPER 8 assortment to the Walloon consumer TV program On nest pas de Pigeons. During the program, the panel tasted the new beer live in the studio, in the presence of the marketing directors. It was approved right away.
We are still spreading the new corporate branding by inviting journalists and influencers to events supported by Haacht Brewery, such as WECANDANCE, Paradise City and bicycle race Primus Classic. Because we also manage the Facebook page, we are able to also implement the core values in social media content, so even bar managers, consumers and local associations feel more connected with the brewery as well. Cheers!