Daelmans Stroopwafels secured really high Net Promoter Scores from all who tried them but had low penetration so needed to get more Stroopwafel’s into more people’s homes.

First we developed a 3 step process for Daelmans to meet the challenge - increase visibility, drive trial and build loyalty.  Increasing visibility meant securing more listings so we built and delivered a category-based selling story, communicating the consumers love of Stroopwafels and also their performance versus their peers in the Continental Cakes fixture.  

We followed this up with a fully-costed activation plan to drive trial and to support the new listings and to build loyalty to further underpin the gains made.

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Over 1,600 new stocking points secured in the 9 months since our first presentation, increasing the depth of existing distribution alongside opening up new listings with the UK’s major retailers to meet the challenge.