AIR wins prestigious pitch to collaborate with iconic Belgian beer brand Chouffe

After a pitch process envolving Happiness & AKQA Amsterdam, AIR has been chosen to take care of Chouffe strategy.

The story begins in the late 1970s, in the middle of the Vallée des Fées (the Valley of the Fairies), when two brothers-in-law decided to create their own beer in the garage. ​
With the little money they had at the time, they began what the brewery’s fans now call Chouffe was born. ​
As the brewery grew, so did its family of gnomes. Marcel (La Chouffe) and Malcolm (Mc Chouffe) found themselves joined by new companions including Matthew (Houblon Chouffe) and now Micheline (Cherry Chouffe)! Each gnome represents one of the beers in the range, and each has their own story and characteristics.

In September 2006, the Ardennes brewery was taken over by Duvel Moortgat. ​
And since then, the brand keep striving locally and internationally. To always stay relevant and iconic, the Chouffe Brewery starts an exciting parntership with Air to dynamize Chouffe to resonate with both loyal fans and new audiences.


Arnaud Bailly, Creative Director & Managing Partner at Air :

“ It’s an honour to work for such Belgian anchored brand that’s as strong in Wallonia as in Flanders, and which also shines internationally. No doubt because Chouffe is from the Ardennes, and everyone loves the Ardennes. Yes, there is something magical that happens there, and perhaps that’s why so many people go there for the weekend.
Well, Chouffe is a local brand that transcends borders, and it’s the kind of challenge
we love at AIR. Creating brand platforms that are just as relevant in Belgium, as in France, in the Netherlands, in Spain… Or anywhere else.”

Michelle Defooz, Strategic Director at Air :

“I’ve had a soft spot for Chouffe and Marcel ever since my junior strategy days, spending Friday nights getting to know them at the bar. 😉 Now, getting to work with Chouffe feels like everything’s come full circle. Our strategy is built to ensure that fans remain fans while enhancing its appeal to reach a broader audience. ​ It’s going to be a great mix of old and new, where each beer, led by Marcel, has a story to tell. I couldn’t be more excited to be part of this adventure."

Many thanks to Andy van Hassel, Sophie Massart and all the others for trust. Sounds, like great adventures await. <3


Brasserie Chouffe

Achouffe 32
6666 Wibrin – Achouffe

T.: +32 61 28 81 47

F.: +32 61 28 82 64




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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.


Chaussée de la Hulpe 185 1170 Brussels – Belgium

+32 (0)2 543 06 66