Bring more to the table

Inspiring people to bring more presence to the table.

Brand: Leffe Belgium

Born in 1240, Leffe is one of Belgium’s most iconic Abbey beers.

For generations, it held a special place in Belgian life but over timePeople had fallen out of love with the brand. The brand started to feel old-fashioned and was seen as a beer for “grandads”.

In late 2022, the brand launched a new creative platform, Bring More to the Table, aimed at encouraging 35+ year-olds to spend more meaningful time with the people who matter most.

As Creative Strategy Lead, I helped bring the campaign to life through a 360° plan, developing a strategy designed to connect with the audience across digital and trade channels.

The strategy came to life with Nuggets of Wisdom (social media content series), Friends Table (Consumer activation) and Leffe Guide (influencer activation)

Nuggets of Wisdom - Social Media content series