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...