Chouffe is a Belgian beer of the Duvel Moortgat brewery group. The Chouffe brewery created by Pierre Gobron and Chris Bauweraerts in Achouffe in the Belgian Ardennes in the late 70's, brews 8 different beers, all of them represented by elves.
The Chouffe brewery and its elf Marcel have been around for years and have succeeded in creating a real Chouffe-fans community through frequent communication actions.
With the aim of expanding their community, Chouffe launched the "Chouffe Around The World" contest in 2020.
To participate, players buy a Chouffe beer, enter the code of the bottle on the website and answer a tie-breaker question. The winner gets a hot air balloon ride.
They partnered with Huble for the second time to boost their reach and increase participation.
Huble's winning strategy comprised of five key elements:
As a result of this work, the 2020 edition of "Chouffe Around The World" achieved resounding success: