Fat Tire: Actual Belgian by Erich & Kallman

Craft beer brewery New Belgium and its agency of record Erich & Kallman recently launched the brand’s new Belgian White product with a campaign of six spots that will run across Facebook, Instagram, Snapchat and Hulu.

The concept of the spots is that Fat Tire’s Belgian White is not brewed in Belgium but in the United States, setting up the campaign’s spokesperson, Flemish actor Karel Deruwe, to give his endorsement as 'an actual Belgian.' Armed with his Belgian accent and witty punchlines, Deruwe delivers six performances that highlight the quality and freshness of ingredients used in Fat Tire Belgian White.

Erich & Kallman co-founder and creative director commented: “Competition in the Belgian White space includes Blue Moon and many others. But while almost everyone else in the category is simply showing their product and listing its attributes in straight-forward and forgettable ways, our Belgian spokesman gives you something to like and someone to connect with. It’s a character you’ll look forward to seeing again and again. It’s advertising you’ll remember, and possibly even talk about and share.”