Club Bruges is one of Belgium’s biggest football clubs.
Fans of Club Bruges are demeaningly called ‘Farmers’. We embraced the insult and turned a farmer into a philosophical spokesperson of the club.
Then, we got Club Bruges to launch a whole new kind of sports merchandising: a brand of vegetables, grown by local farmers.
Small-time farmers in Bruges (and the rest of the country) are having a hard time in this economy.
They’re subject to a market dominated by huge companies, the indexations on food, droughts, higher leases,
limited resources due to the war in Ukraine, and increased government regulations.
Club Bruges became the first football club ever to launch a vegetable brand.
All vegetables are 100% sourced from local farmers and bought from them at an honest rate (as opposed to big supermarket chains).
The campaign reached more that 2,5 million people and generated a lot of PR. The Boeren for boeren-box was covered multiple times on national news,
showing that Club Bruges is much more than a football club. 12,8% of club ticket holders were converted to monthly subscribers
of the Boeren for Boeren box and a long time commitment was made with de Boerenbond, the national association for Belgian farmers.
AGENCY: MUTANT
ROLE: SENIOR COPYWRITER