Royal Grolsch chooses Het PR Bureau

By HPB, 09 June 2020

Amsterdam - Royal Grolsch has chosen Het PR Bureau (HPB) as their partner for PR and communication. The choice follows an orientation phase at the end of 2019 during which HPB developed the successful PR launch of the New Year’s Eve beer Grolsch Finale. The collaboration starts of with work for the Grolsch and Kornuit brands for which a number of activations have already been executed, such as the Grolsch #helpdehoreca (#helptheontrade) Live Sessions at the start of the corona crisis). Together HPB and Grolsch are building towards Grolsch becoming an authority on craftsmanship, character and sustainability. Always from earned attention.

Meaningful as a brand

During the orientation phase Grolsch asked HPB to develop a PR activation for the limited edition champagne beer Finale, an alternative for champagne during the turn of the year. After the successful activation HPB supported the beer brewery with the launch of the new campaign ‘Taste the seasons’.

During this COVID-19 period, earned attention is more relevant than ever and brands express a clearly heightened desire to be meaningful right now. During the corona crisis, together with Grolsch and Fitzroy, HPB was part of the concepting phase and execution of the Grolsch #helpdehoreca Live Sessions. Small concerts by five Dutch artists, among which  Nielson and Miss Montreal in empty on-trade establishments to raise money for #helpdehoreca. HPB supervised the entire PR process resulting in attention for the session in, amongst others, daily TV shows Shownieuws and RTL Boulevard and national dailies AD and During the same period, HPB was also involved in bringing the special ‘Oranje Blik’ (Orange Can) to the attention of the public for this year’s alternative King’s Day. 

Craftsmanship in the beer category and PR

These first PR activities are positive joint steps in the collaboration between Grolsch and HPB. 

Ard Bossema, director Marketing & Strategy at Royal Grolsch: “PR and earned attention are a fundamental part of our marketing mix. In HPB we have found a partner that can support us with this perfectly. With their commitment and efforts in recent months, culminating in the Grolsch #helpdehoreca Live Session, they have more than lived up to their craftsmanship in the field of PR and earned attention.”

Toon van Loock, partner and Managing Director at HPB: “We believe in a world in which you have to earn attention instead of buying attention. That’s why we use the power of influence and honest, shareable stories to create earned publications. In that context, we are extremely proud of our collaboration with Royal Grolsch with its wonderful brands, history and attention to sustainability.”