Spreading the Fourchette fever, city by city

Brouwerij Van Steenbergen wanted to boost brand awareness and drive sales of their new beer, Fourchette. We combined a smart sales approach with local campaigns designed to feel like national ones.

When Brouwerij Van Steenbergen introduced their new beer, Fourchette, they aimed to strike a fine balance: appealing to a broad audience while maintaining a high-end image. Their mission was clear: boost brand awareness, drive sales, and establish Fourchette as a premium yet approachable beer.

Fourchette’s journey began with our fellow 62MILES agency Today crafting their verbal and visual identity, including glasses and packaging to fit the baseline “Mark the Moment”. We took over to smartly position Fourchette in the market. 

Instead of a launching a national campaign, we decided to focus intensively on select regions where we would create the illusion of Fourchette being an omnipresent brand. In our sneakily hyper-local strategy, we combined classic media channels with a clever sales mechanism that nudged consumers from sampling to purchasing. 

We started in Hasselt with a five-week campaign. Digital targeting on Meta ensured that our “Mark the Moment” video dominated the local online scene. OOH actions included a striking guerilla-style projection on a Hasselt landmark and a mobile Fourchette bar offering tastings. A campaign in the local Delhaize featured promotions with Fourchette’s signature glass, and we organised a giveaway together with a microbrewery slash hotel. In addition, the Fourchette sales team approached dozens of bars, incentivising them with 1+1 offers to introduce our beloved beer.  

Success in Hasselt set the stage for further rollouts, where we will tailor our campaign to what the city has to offer – whether it’s wrapping bus stops or scaffolding, or projecting Fourchette footage onto iconic monuments.  

We’re closely monitoring how many bars continue to stock Fourchette and we’re tracking repeat purchases via retail data. For each new location, we will use these insights to fine-tune our strategy.   

Clearly, Fourchette doesn’t just “mark the moment”; it’s marking its territory.