LEFFE_GO GENEROUS
In 2020, Leffe, Belgium’s most popular beer wanted to be world’s the most generous beer. But how? From philosophical beer mats to bread made from used grain, to reaching out to competitor beers, and making their own beer richer with the best of ingredients, our ‘go generous’ mantra became as popular as the beer itself. I did this one with the great team at BETC, Paris. Cheers!
Manifesto
‘Your greatness is not what you have,
it’s what you give.’
Imagine that!
In an age of take, take, take
me, me, me,
Think abou give, give, give,
you, you,you.
Or better still, us.
Because generosity means everybody wins.
And wins big.Starting with the pilgrims back in 1240
Who, unable to drink the plague-infested water,
flocked to the Abbey of Leffe for its
healthy, invigorating and, free beer.
A simple act of generosity which launched what was to be the world n.1 Abbey beer.
You see, if every action has an equal reaction
an action done generously has a much bigger effect.
Believe us, we know from our history,
Generous is the way to go.
Leffe. Go Generous.
PRODUCT ADS —
ACTIVATION —LEFFE BREAD PROGRAM
REACHING OUT TO COMPETITION ACTIVATION —
Knowing that every brew generates thousands of pounds of grain which can be converted into thousands of loaves of bread, Leffe invites its competitor beer brands to donate their own used grains to its ‘Leffe into bread’ program.
