Van der Meulen Meesterbakkers (Netherlands) - Princess Crisbakes

As shown by this short paper, in the Netherlands, the crisbakes market is huge, but traditional, where line-extensions based on different flavours usually fail.
  

Van der Meulen Meesterbakkers (Netherlands) – Princess Crisbakes

Campaign Title Princess CrisbakesBrand Van der Meulen MeesterbakkersCategory A6 FMCG Food Medal BronzeAgency Backbone

SUMMARY

The aim was to introduce a new crisbake for girls in an already traditional and highly competitive Dutch crisbake market.

CHALLENGES

In the Netherlands the crisbakes market is huge. It is a very traditional category, where line-extensions based on different flavours usually fail. The category is also characterised by price wars. Van der Meulen only has a small share of a market dominated by private labels...

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