In a period marked by geopolitical tension and economic uncertainty, Belgians increasingly value proximity, trust and local impact. This applies not only to Belgian brands, but to any brand that contributes meaningfully to the local economy through jobs, production, innovation or culture.

Seeing that local economic impact had become increasingly important for Belgians, Rossel Advertising set out to build a strong initiative around this theme. We created its name, Belgium at heart, by extending Rossel Advertising’s broader “at heart” platform, which highlights proximity, innovation, trust, creativity, performance and partnerships. “Belgium at heart” became a natural evolution of this vision, placing economic impact and societal relevance at its core.

This concept became the starting point for three key components: a national study, an event and a support campaign.

A national study led by AQ Rate surveyed 2,000 Belgians to quantify how local economic contribution influences their choices. We created the full visual universe of the study, produced the downloadable report, designed the dedicated website, and delivered emailings and social assets to share the insights.

The initiative was brought to life through an integrated campaign, combining large-scale awareness with an experiential roadshow hosted at the Hergé Museum.

The campaign generated strong engagement from Belgian advertisers. A first wave secured three main partners—Fairebel, Rombouts and Orange—confirming the relevance of the approach. Building on this success, Rossel Advertising has decided to extend the initiative into 2026, with a new campaign once again signed by Shake. To be continued.