Club Bruges

Farmers for Farmers

Agency: Mutant


Support for Farmers as Club Bruges Launch A New Kind of Merch.

Sports merchandising is a huge source of revenue for football clubs, from kits to homeware to toys. But Belgium football club Club Bruges have launched a unique new kind of merch - locally grown vegetable boxes - which helps to support their large fan base of struggling local farmers beset by tough operational conditions.

Club Bruges fans are playfully teased by rival club fans by being called 'farmers' or 'peasants', due to its location in the midst of agricultural land. So the club resolved to embrace the scorn and support the troubled local farming community by launching ‘Farmers for Farmers’.

The initiative, which was created by independent creative agency Mutant, launched this Saturday 8th October at the home game with Westerlo supported with social media activations, wild postering in and around Bruges, and in stadium led boarding in the stadium during matches.
At every home game, Fans can order their box of locally produced vegetables online or purchase in the Club Bruges fanstore at the stadium, next to the jerseys, scarves and other fan merch.

The number of farmers in Belgium applying for government financial assistance has increased by 44% in two years as more and more local producers are facing bankruptcy. Droughts, higher living costs and regulations from the Belgian government mean some farmers are forced to sow 20% less vegetables in an attempt to survive. The impact is not only financial but socially as generations of farming lignage is now under threat.

This professional campaign titled 'Farmers for Farmers' was published in Belgium in October, 2022. It was created for the brand: Club Bruges, by ad agency: Mutant. This Integrated medium campaign is related to the Food and Sports industries and contains 1 media asset. It was submitted over 1 year ago by Brooks: Zoe.


Client: Bob Madou, Kirsten Willem, Thomas Rypens
Creative & Strategic Director:Odin Saillé
Creative: Roxane Schneider
Creative: Pieter Claeys
Creative: Jonathan d’Oultremont
Client Director: Tuyen Pham
Client Manager: ShiQi Ji
Design Director: Frank Schouwaerts
Boeren: Aardbeien Depestel, Champignons Desmet, Cultiva, Boeren Dirk
Photographer: Thomas Sweertvaegher
Production company: Fledge
Creative Partner: Diederik Jeangout
Managing Partner: Roeland Jeangout
Line Producer: Francis Bosschem
Director: Arnaud Deroudilhe
D.O.P.: Virgil Leclercq
1st AC: Bart Blueze
2nd AC: Rhomi Maertens
Gaffer: Alexandre Sandyck
Electro: Stef Van Petegem
Art Director: Javor Malehounov
Styling: Farah El Bastani
Drone operator: Kopterman
Location Manager: Frakkie Schepens
Offline editor: Arnaud Deroudilhe
Online editor: Ward Geerts
Colorist: Virgil Leclecq
Sound Studio: Sonhouse
VFX: Studio Plankton

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