Yesterday evening two of our most recent campaigns were rewarded at the prestigious EFFIE Awards. Which – of course – makes us very proud: it’s our 15th EFFIE Award since 2002. It makes us Belgium’s most EFFIE rewarded agency of this decade and confirms Duval Guillaume’s efficient creativity approach. Creativity not for the fun of it, but a great campaign idea, sharp media insight and excellent production execution, all anchored on an innovative strategic insight. Creativity that stands out and helps our clients business to be more successful.

Our Drink milk now for later campaign for VLAM Melk (the Milk Board of Flanders) was awarded a Gold EFFIE. The judges mainly praised the innovative strategic insight that milk allows you to stay flexible your whole life, and the consistency with which the strategy was translated to strong creative work. These two factors eventually lead to fantastic results with proven effect of communication: we succeeded to establish the first growth in milk consumption in Flanders in decades.

With the campaign Coffee and Lotus Speculoos, always together we won a Silver EFFIE. The strategic choice to grow Lotus Speculoos by focusing all our communication efforts consistently on one consumption moment, the coffee moment, proved to be effective and lead to significant growth with remarkable ROI results.

For more info about both cases, feel free to contact mattijs.devroedt@duvalguillaume.com

We were already Belgium’s most awarded creative agency, but as of yesterday we’re also the agency with the most EFFIE awards from the last decade. Our three new awards take our grand total to 13 Belgian, 1 in The Netherlands and 1 European EFFIE. Proof that creative work built on consumer insights, strong ideas and credible promises results in stronger sales and even stronger brands. You can (re)discover all 15 cases below.

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• 2010: Lotus Speculoospasta (Lotus Bakeries) – Liefde geven is liefde krijgen.

Download case here (in dutch)

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• 2010: Wakkere Bakker (VLAM) – Je haalt er meer dan brood alleen.

Download case here (in dutch)

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• 2010: Axa Bank – Redefining standards in turbulente tijden.

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• 2009: Weight Watchers – Speel ze kwijt, voor altijd.

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• 2008: Douwe Egberts (Sara Lee Coffee & Tea Belgium) – Fokkie!

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• 2008: Lotus Peperkoek (Lotus Bakeries) – Want een zwak moment komt altijd ongelegen.

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• 2007: Come a casa (Ter Beke) – Naturalmente.

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• 2005: Spa Reine (Spadel) – Het zuiverende water.

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• 2004: Come a casa (Ter Beke) – Lekker snel is lekker vers.

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• 2003: Belgacom ADSL (Belgacom) – En je bent het wachten niet meer gewoon.

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• 2003: Humo (Sanoma Magazines) – Die ochtend in de krantenwinkel.

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• 2003: Senseo (Douwe Egberts & Philips) – Een sensationeel succes.

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• 2002 EACA: Senseo (Douwe Egberts & Philips) – Never disturb someone having a Senseo.

Download case here (in english)

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• 2001: Dexia Bank – Niet langsgaan bij het Gemeentekrediet, ge meent dat toch niet.

Download case here (in dutch)

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Duval Guillaume: Most Awarded Belgian Agency of the Decade.
Download all cases here

Belgium’s leading coffee brand Douwe Egberts has won a Golden Effie Award with its ‘breakfast’ campaign, created by Duval Guillaume. The campaign succeeded in raising sales volume and market share, in reaching unseen likeability scores and in attracting new young consumers for the category.

Breakfast and morning use are key moments for coffee use. But the share of coffee in the morning had been declining for years. With the so called ‘Foccee’ campaign (dyslectic version of ‘coffee’), Douwe Egberts managed to turn this trend around. Each of the campaign waves had a significant effect both on sales (average +12%) and on share of stomach.

This year, Douwe Egberts has already been awarded at the CCB, and has been elected as Advertiser of the Year. The campaign has also been listed as Most Likeable campaign by both flemish as french speaking radio audiences.

Lotus is the Belgian reference brand in biscuits and baked goods. With last year’s launch campaign for their new product gingerbread, Lotus succeeded to give the brand a new lease of life and at the same time claim leadership in this new category. The campaign took home a Bronze trophee at this year’s Effie Awards.

Gingerbread used to be a rather stuffy category with an ageing user base and was not attracting new consumers anymore. It was key to teach young Belgian consumers to eat gingerbread again. The point of departure was to position gingerbread as a good energy provider, containing sugar, but no fats.

The “energy� proposition came to life in a TV commercial of which the soundtrack became a real earwurm. Annoying to some, it definitely had a strong impact on many. The brand awareness reached new heights and the campaign managed to raise sales both for the new product and for the whole brand.

Duval Guillaume and Lotus are glad to already win an Effie with their very first campaign in their very first year of collaboration. The Belgian evergreen cookie brand is glad to be back and as the latest growth updates show, this is only the beginning.

The Belgian Effie Awards, organized by ACC, UBA and the Marketing Foundation, honour campaigns that achieve real results. This year, two of our clients’ campaigns are nominated: Lotus gingerbread and Douwe Egberts breakfast.

All 7 nominees actually win an Effie Award. That means the nominees are already certain of Bronze. But we’ll have to wait until the Effie gala on the 10^th of June to know whether the Bronze turns into Silver or Gold.