Fairebel is a brand founded by farmers, for farmers. Their focus has always been to produce sustainable, local and socially responsible products.

Unlike competitors who compromise on quality and fair compensation for farmers to cut prices, Fairebel offers a unique value proposition. It’s only fitting to shine the spotlight on Fairebel’s farmers and let them share how proud they are about their fair products.

Our concept focuses on capturing the pride of Fairebel farmers from their own perspective and giving them a voice in radio spots. True to their milk, we aimed for a genuine campaign with real people. And with the word ‘fier’ working in both French and Dutch, we want everyone to take pride in consuming Fairebel milk.

In their efforts to expand their audience, Fairebel welcomed a renowned addition to their team: Simon Mignolet, the former goalkeeper of the Red Devils. Mignolet, already well-acquainted with the farming community, played a key role in a successful social media campaign, a TV spot, and printed media, all of which strengthened the ‘Fier’ campaign.