Reaching true beer lovers with authentic stories about beer
Hertog Jan was looking for a way to introduce its six beers to beer-drinking Netherlands. So we created six editorial stories showcasing the entire beer range. The result was a campaign that reinforced Hertog Jan’s positioning as an authentic and craft beer brand.
MAN
3.7 MLN
25 - 59
710 K
Starting with beer enthusiasts in our network
Before the campaign, we identified every beer enthusiast in our network based on their reading habits. We then introduced this group to six beers from Hertog Jan.
We view the importance of documentaries as the foundation for our other content as a solid basis for our growth.
— Sjors van Drie, Brand Manager at Hertog Jan
What were the results?
Through “The Taste of Beer,” Hertog Jan deepens its brand promise, “Out of Love for Beer.” The crown jewels—the beer, the brewers, and the brewery—naturally take center stage in these stories.
