Celebrating 50th birthday with a Leerdammix
To celebrate Leerdammer's 50th anniversary, we set-up a multimedia activation creating a deliciously surprising mix with famous Belgian artists - as surprising as their cheese with an unexpected mix of taste.
Challenge
50 years ago, Leerdammer appeared on the cheese market with an unexpected mix of tastes: mild on one hand and nutty on the other. But how do we celebrate this milestone with an equally unexpected mix?
Solution
A dull campaign announcing Leerdammer's 50th birthday? No thanks, let’s throw a real party, complete with a musical competition. Enter the Leerdammix. The concept? Create a deliciously surprising mix by adding one song’s lyrics to a different song’s music. Those who compete and recognize the two artists/songs that were mixed together have a chance of winning a full year of free concerts. For both the Dutch and the French mix, we opted for an absolute top cast like Stefaan Degand and Patrick Ridremont to make the mix even more irresistible.
Go beyond
At Boondoggle, we don’t just advertise, we create meaningful connections, sometimes challenging the status quo and do something unexpected. That’s how we create integrated campaigns that resonate and engage our brand’s audience. By making it culturally and both brand relevant. Music is inseparable from culture, just as it’s indispensable at a birthday party. This is an unexpected approach that goes beyond what you’d typically expect from an FMCG player.