‘Snap at Peijnenburg’
In 2002 Royal Peijnenburg launched a marketing campaign to re-establish the Peijnenburg brand among Dutch consumers (Peijnenburg manufacturers gingerbread cake). The campaign kicked off with a television commercial featuring Rinus Michels, manager of the Dutch soccer team that won the 1988 European Championships. The advertisements, which were targeted at youngsters, starred several babies, which were shown the Peijnenburg assortment without being allowed to touch or taste it!The campaign proved a resounding success and was continued for many years. It succeeded in enlarging the market for gingerbread cake while re-establishing Peijnenburg as a strong and recognizable brand.
The Peijnenburg campaign won an Effie award.
