Category A01. Food & Drink
Product/ServiceBRU WATER
Name Company Position
Charlotte Giroud Bru Senior Brand Manager
Ann-Sophie Parmentier  Bru Product Manager
Karen Corrigan Happiness / an FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / an FCB alliance Chief Creative Officer
Philippe Fass Happiness / an FCB alliance Creative Director
Mateusz Mroszczak Happiness / an FCB alliance Creative Director
Michel Simos Happiness / an FCB alliance Concept Provider
Stéphane Opdenbosch Happiness / an FCB alliance Concept Provider
Morgane Choppinet Happiness / an FCB alliance Concept Provider
Toon Vanpoucke Happiness / an FCB alliance Concept Provider
Katrien Bottez Happiness / an FCB alliance Senior Creative Coach
Nathalie Marchand Happiness / an FCB alliance Account Director
Camille Martin-Schmets Happiness / an FCB alliance Account Executive
Amandine Donckers Happiness / an FCB alliance Account Manager
Els Raemdonck Happiness / an FCB alliance Strategic Director
Sumi Acros Mina Happiness / an FCB alliance DOP
Sophie Gunsbourg Happiness / an FCB alliance Agency Producer
Matthias Vandenbosch Happiness / an FCB alliance Motion Designer
Simon Schuurman Happiness / an FCB alliance Simon Schuurman
Kassandra Donia Happiness / an FCB alliance DTP
Romaine Dhainaut Happiness / an FCB alliance DTP
Emilie Wauthelet Happiness / an FCB alliance Graphic Designer
Catherine Quadens Happiness / an FCB alliance Copywriter FR
Alice Amant Happiness / an FCB alliance Copywriter FR
Dee Verwaetermeulen Happiness / an FCB alliance Copywriter NL
Jitse Verschueren Happiness / an FCB alliance Copywriter NL
Tom Vandewiele Tom Vandewiele Retoucher
Sophie Bryskère Bru Marketing Manager Belux
Thomas Cappelle Happiness / an FCB alliance Concept Provider
Tadeu Bossart Happiness / an FCB alliance Concept Provider

Why is this work relevant for PR?

BRU is Belgium’s finest water, served in Belgium’s finest restaurants. Since always, BRU is the Belgian legacy brand at the finest tables. However, last few years, BRU was slowly but clearly losing the battle to that other fine-dining Italian brand, San Pellegrino. In order to win back the table-legacy BRU decided to choose a talk-value strategy instead of flatly trying to reclaim the table via a campaign. They decided to be the brand that takes a stand and used a broad press strategy to make sure that their audience knew about it.


BRU is Belgium’s finest water, served in Belgium’s finest restaurants. Thanks to its light sparkles it is recognized to be the best possible match for fine dining. Which is why, since always, BRU is a legacy brand at the table. However, last few years, BRU was slowly but clearly losing the battle to that other fine-dining Italian brand, San Pellegrino. Brief: reclaim the ultimate finest table-brand position by being a brand with a clear societal point of view.

Describe the creative idea

Insight: Nowadays, any table seems to be hijacked by Email, Facebook & Instagram. 1 out of 5 gives more facetime to their tiny screen than to anything else. And 82% of us, thinks it’s actually really annoying. Idea: BRU Table Mode. An encouragement to resist the urge of checking your phone when you’re at the table, via one simple gesture: putting your phone face-down.

Describe the strategy

The audience is large and targeted at the same time. It’s large because it’s aimed towards anybody that also feels annoyed if your company around the table seems to be giving more facetime towards their small screen (81% of us). It’s targeted since we mostly aim towards people that love to go fine dining. The pr-plan consisted out of 2 important steps: 1 launch of BRU Table Mode as a behavioural encouragement towards consumers and a incitement towards restaurants to participate. And make the press join the conversation. 2 a second round of press because of the introduction BRU Table Mode Menu.

Describe the execution

‘Table mode’ was introduced via an on-pack Smartphone sticker and press release.. Within a week, restaurants started joining the ‘Table Mode movement’, and made themselves known via Window stickers. And a ‘Table Mode’, table box. But it didn’t stop there. One of Belgium’s finest restaurant took the lead. Together with BRU they developed a ‘Table Mode Menu’. The first ever 8-course menu, meticulously dressed on your smartphone. Allowing you to really enjoy the food, and the company. But they didn’t have to worry, as people love taking photos of food, we took the pictures ourselves beforehand and mailed them after the event.

List the results

BRU clearly took a stand and used the power of conversation to reclaim the table versus their biggest competitor. The press engaged massively, in two big waves. Which was exactly as planned. Millions of Belgians were reached through the power of a brand having a clear point of view.

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