Hungry Minds offers you a Chimay for a change

Chimay's Trappist beers, appreciated throughout the world, no longer need to be introduced. On the other hand, Chimay's Trappist cheeses would benefit from being better known.

 

The idea

Like the beers, the Chimay cheeses have the Trappist label. This is a guarantee of quality, but also of solidarity. Indeed, Scourmont Abbey donates most of the profits from the cheese factory to mutual aid. This is how the concept of "A Chimay for a change" was born. Not only to change the beer, but also to change things, on its own scale.

 

 

Integration

On radio, digital TV, social networks and news websites, Hungry Minds promotes the solidarity aspect of Chimay cheeses, by giving a voice to the farmers of the region who supply their good milk to the cheese dairy.

On social networks, we play on the confusion between a Chimay beer and a Chimay cheese by transposing cheese into the world of beer: cheese cubes in a Chimay glass, a range of cheeses presented on a coffee tray, cheese on a coaster, etc.

Finally, the campaign is accompanied by a couponing action at the point of sale to allow everyone to rediscover Chimay's know-how.

Because a cheese that uses local milk and donates most of its profits to social aid, that's a real change!

 

The elements of the campaign

 

Radio spot

 

Video

 

Social media publications