HAGENS - Strategisch PR bureau Amsterdam


Leffe beer bread


In collaboration with Boulanger and Patissier Robèrt van Beckhoven, Leffe developed “Leffe bierbrood”. FCB was responsible for the campaign around the launch of this product.

HAGENS was requested by FCB to support this campaign with a tailor-made a PR strategy and approach.

PR strategy

The fundament of the PR strategy is the focus on quality of Master Boulanger and Patissier Robèrt van Beckhoven: the best (and most famous) baker from The Netherlands has chosen Leffe as the base ingredient of his latest recipe. The collaboration of these qualitative high standard brands allowed for PR worthy content  


·      Unique reach of 2.3 million people

·      Free publicity value €842.192

·     Total number of publications: 113

.     % of publications target media: 61%