Challenge
Lotus Bakeries’ brand Biscoff cookies (known as “speculoos” in Belgium) are widely known in Europe, but had less recognition in the United States. A cult favorite of those who enjoyed samples on Delta Airlines, Biscoff cookies were due to expand distribution to grocery and specialty food markets in the U.S. Biscoff was also opening its “coffee corner” at San Francisco’s Pier 39 – the first branded retail outlet for Lotus Bakeries. Lotus turned to LCI to build awareness of Biscoff broadly throughout the country, and open the retail outlet with appropriate fanfare.
Tactics
LCI built on the cult following of Biscoff to target communications to the online community, where Biscoff was already being discussed. A blogger outreach campaign used seasonality (back-to-school, Halloween) and nutritional value as a hook.
LCI also designed a holiday gift guide campaign, positioning the catalog of Biscoff gifts available online as holiday purchases for families, businesses and individuals. Finally, the opening of the Biscoff Coffee Corner garnered substantial press with travel magazines and locally in San Francisco.
Results
The opening of the Biscoff Coffee Corner was a significant media success including hits in the Marin Independent Journal, In the Kitchen with Narsai David on KCBS, KFOG and SF City Dish. Blogger outreach included numerous hits including the popular HungryGirl, CoolMomsBlog, Relish (and its printed version, Relish Magazine), EaterSF, YumSugar and Bakearella. The placement in HungryGirl yielded a 1000% jump in web traffic for Biscoff in a single day. Additionally, the 2010 holiday blogger promotion, Take a Biscoff Break, resulted in nearly 5,000 new email subscribers for Lotus Bakeries.