Young people do not blindly adopt every tradition. So, the shelf position, distribution and, eventually, tradition gradually faded away. How could we get young people back on board? How could we make this tradition relevant again for the new generation?
How do you safeguard Dutch heritage?
Transferring success from generation to generation is an art in and of itself. Every year, from the Christmas tree craze to the fireworks on New Year's Eve, millions of Vegter's wafer rolls are eaten. Vegter's wafer rolls are a tradition in the Northern and Eastern Netherlands. Vegter's dream is to preserve this Dutch heritage. Since 1874, the company has done any marketing. But... sales figures for the wafer rolls began to drop. What now?
Scope
- Content
- Social
What we did
- Video
- Social posts
- App-development
- Influencers
#NotJoining
What role does Vegter play?
Back to brand essence. Consumers want to engage with your brand. But you have to make the first move. Vegter is all about family, cosiness, care, enjoyment. Vegter's wafer rolls are designed to bring people closer together. Because that is the essence of the tradition. Bye, individualism... Hello, Vegter.
Traditions are there... to be broken
No matter how different we are, we can still have a fantastic time together. For the campaign, we did have to break one old-fashioned tradition: we went digital. Because that's how we can engage young people. We developed the “Rolsteen” app game. The very best cosiness catalyst for two. So, tap first, taste later.
Super smart: testing on film
Would an app like that work? Well, certainly not without testing it. So we invited some wonderful people to our studio to test out the Rolsteen app. And we had good old-fashioned fun. We used the footage of the tests for the online mini-ads. That’s how we built the best content. Five million viewers saw it online.
Impact
Hordes of people downloaded and played our game. The packaging also played an important role in the media mix and in in-store promotions. The tradition was used to win back young people to Vegter. A great success to build on.
How do you build your own traditions?