Carlsberg

Grimbergen Festival

GRIMBERGEN TASTE was a unique culinary festival, held in selected partner establishments of the brand throughout Poland.

Thanks to it, consumers had the opportunity to experience an extraordinary culinary experience and get to know three types of Grimbergen beer, served in line with current trends of beer & food pairing, i.e. careful selection of a drink and food so that their combination brings out the best taste features, offering the best culinary experience.   

 

 

Taste of success, i.e. results 

Approximately 1 900 publications (clippings), mainly on Internet portals. 

Almost 70 posts in social media (Facebook, Instagram) and blogs

Total coverage of the media: 1 988 861, including:  

  • 1,688,855 coverage of the festival's media patrons* 
  • 65 995* online, printed and social media coverage* 65 995* social media coverage* 
  • 231 410 coverage of digital influencer posts on Facebook and Instagram dedicated to collaboration 
  • 157,768 was the range of posts on the Grimbergen brand profile on Facebook*. 

(* June-December 2016) 

Project objectives 

  • education and introduction of media and consumer representatives into the world of speciality beers
  • building the image of Grimbergen as a brand of traditional Belgian beer from the premium segment
  • brand positioning as a trendsetter in the field of beer & food pairing 

 

Implementation: comprehensive brand PR service through dedicated tools 

  • organisation and coordination of the Grimbergen Taste Festival in selected establishments throughout Poland 
  • the development of a so-called Book of Flavours presenting the Grimbergen brand, its history and the principles of serving for Grimbergen beers  
  • cooperation with digital influencers: Fashionable, Paweł Opydo, Andrzej Tucholski, Food²
  • running a press office 
  • communication of actions in social media 
  • cooperation with media partners: zomato.pl, KUKBUK, Food Service, Nasze Miasto 

 

 

Mechanism of the Grimbergen Taste Festival 

Formula of the event: serving a 3-course tasting menu in harmony with the beer&food pairing principles:

  •  Grimbergen Blonde - starter
  •  Grimbergen Double - main course
  •  Grimbergen Blanche - dessert 

Duration of the festival: 30 days (10 to 14 per premise). Venues: 24 selected partner establishments (pubs & restaurants) throughout the country.
Price: menu variants adjusted to the pricing level of the premises in the range of PLN 49 / 69 / 79. 

 

 

Grimbergen Taste Book of Flavors - a unique content material on brand and product (beer types, history of beverage, perfect serve) as a source of information about the brand for the media, business partners and consumers - participants of the festival.

 

Taste of success, i.e. results 

Approximately 1 900 publications (clippings), mainly on Internet portals 

Almost 70 posts in social media (Facebook, Instagram) and blogs

Total coverage of the media: 1 988 861, including:  

  • 1,688,855 coverage of the festival's media patrons* 
  • 65 995* online, printed and social media coverage* 65 995* social media coverage* 
  • 231 410 coverage of digital influencer posts on Facebook and Instagram dedicated to collaboration 
  • 157,768 was the range of posts on the Grimbergen brand profile on Facebook*. 

(* June-December 2016) 

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