{ "title": "AIR wins prestigious pitch to collaborate with iconic Belgian beer brand Chouffe", "modified_at": "2024-06-14 10:48:10", "published_at": "2024-06-13 12:08:00", "url": "https://press.air.be/air-wins-prestigious-pitch-to-collaborate-with-iconic-belgian-beer-brand-chouffe", "short_url": "http://prez.ly/8DMc", "culture": "en", "language": "EN", "subtitle": "After a pitch process envolving Happiness & AKQA Amsterdam, AIR has been chosen to take care of Chouffe strategy.", "slug": "air-wins-prestigious-pitch-to-collaborate-with-iconic-belgian-beer-brand-chouffe", "body": "

The story begins in the late 1970s, in the middle of the Vallée des Fées (the Valley of the Fairies), when two brothers-in-law decided to create their own beer in the garage.
\u200bWith the little money they had at the time, they began what the brewery’s fans now call Chouffe was born.
\u200bAs the brewery grew, so did its family of gnomes. Marcel (La Chouffe) and Malcolm (Mc Chouffe) found themselves joined by new companions including Matthew (Houblon Chouffe) and now Micheline (Cherry Chouffe)! Each gnome represents one of the beers in the range, and each has their own story and characteristics.
\u200b

In September 2006, the Ardennes brewery was taken over by Duvel Moortgat.
\u200bAnd since then, the brand keep striving locally and internationally. To always stay relevant and iconic, the Chouffe Brewery starts an exciting parntership with Air to dynamize Chouffe to resonate with both loyal fans and new audiences.

 

Arnaud Bailly, Creative Director & Managing Partner at Air :


\u200b“ It’s an honour to work for such Belgian anchored brand that’s as strong in Wallonia as in Flanders, and which also shines internationally. No doubt because Chouffe is from the Ardennes, and everyone loves the Ardennes. Yes, there is something magical that happens there, and perhaps that’s why so many people go there for the weekend.
\u200bWell, Chouffe is a local brand that transcends borders, and it’s the kind of challenge
\u200bwe love at AIR. Creating brand platforms that are just as relevant in Belgium, as in France, in the Netherlands, in Spain… Or anywhere else.”


\u200bMichelle Defooz, Strategic Director at Air :

“I’ve had a soft spot for Chouffe and Marcel ever since my junior strategy days, spending Friday nights getting to know them at the bar. \ud83d\ude09 Now, getting to work with Chouffe feels like everything’s come full circle. Our strategy is built to ensure that fans remain fans while enhancing its appeal to reach a broader audience. \u200b It’s going to be a great mix of old and new, where each beer, led by Marcel, has a story to tell. I couldn’t be more excited to be part of this adventure."
\u200b

Many thanks to Andy van Hassel, Sophie Massart and all the others for trust. Sounds, like great adventures await. <3

 

Brasserie Chouffe

Achouffe 32
\u200b6666 Wibrin – Achouffe

T.: +32 61 28 81 47

F.: +32 61 28 82 64

 

 

 


\u200b

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