Heverlee is an authentic Belgian Lager based on a historic recipe. The beer was rediscovered following research at one of Belgium’s largest abbeys. Nearly 1,000 miles away from the abbey, Wire was tasked with communicating Heverlee’s Belgian originality to Scottish consumers, while encouraging customers into bars to try the beer.
Following on-the-ground research in Heverlee’s hometown of Leuven, we discovered that the authentic way to order a pint in a crowded Belgian bar is to simply raise your little finger. The trick (little known outside of Belgium) formed the basis of our activity. To celebrate Belgian National Day we teamed up with Heverlee pouring bars across the country to offer Scotland a pint of the beer – but only if they ordered like a real Belgian, using our (not so) secret code. We promoted this with media coverage, in ‘how to’ guides on Heverlee’s social channels and by engaging social influencers – sending hampers packed with goodies to celebrate Belgian National day with – well, apart from the beer. They would need to go to a bar and order like a Belgian for that.
Coverage generated over 1.3 million opportunities to see, appearing in Scotland’s top print and digital publications. This sent beer lovers to bars in droves, with all participating bars running out of stock within one day of the offer going live.
Our quest to get the pint into people’s hands in a fun and interesting way paid off, with bar managers reporting increased demand for Heverlee long after the promotion ended.