Teaching people to also eat the crust from their cheese with Chimay
Chimay is mostly known as producer of Trappist beers. The famous beer is exported to no less than 35 countries. Next to this, Chimay also produces cheese in its abbey. The Chimay beer is often combined here with the Chimay cheese. For example, the Chimay à la Bleue beer can be perfectly combined with new cheese product Chimay à la Bleue. During the briefing we clearly determined a couple of messages that were of great value with respect to PR:
The Chimay à la Bleue cheese is being washed with the accompanying beer
People are advised to eat the crust of the cheese
Chimay à la Bleue is a top quality product that one consumes preferably together with Chimay à la Bleue beer
We organised a press tour and together with the marketing team of Chimay we visited several editorial boards of newspapers and the ladies’ magazines of Sanoma. We also made a short stop by 30 other media channels (trade media, food bloggers, culinary media, etc.) for a personal taste sampling. Finally, we went to visit the abbey with interested people. At the launch event for the abbey community and the locals, mostly French press was present.
Elaborate articles in Flemish as well as Walloon newspapers, magazines and trade magazines such as Het Nieuwsblad, La Dernière Heure, L’Echo, La Libre Belgique, Libelle, Gondola, Ambiance, Horeca Magazine en Food & Industry but also online contributions on 7sur7.be, destandaard.be, l’avenir.net, etc.
A report of approximately 20 minutes on the radio-show ‘Hautekiet’ on Radio 1. Due to our press release and the article in Het Niewsblad about the press tour, the radio-show decided to investigate why the crust of the cheese can be eaten.
The total media value at the moment is €120,000 and is still increasing