Royal Peijnenburg

Koninklijke Peijnenburg manufactures and sells a wide range of gingerbread cakes and cereal snack bars. Gingerbread is a staple Dutch foodstuff, and is generally known as breakfast cake. The company’s products are sold through all major Dutch retailers. The company was founded in 1883 and has a royal seal of approval. The buy-out of Peijnenburg was finalised in 2000, when we teamed up with the incumbent management to acquire the company from its founders, the Peijnenburg family.

Our post-buy-out strategy focused on revitalising the Peijnenburg brand. This required us to transform Peijnenburg to a successful, marketing-driven organization.


We also launched an extensive marketing campaign - including television commercials - and developed a new logo to improve brand recognition among younger Dutch consumers. The aim of the campaign was to encourage consumers to put gingerbread cake back on their shopping list. The first two television spots featured the voice of Dutch soccer manager Rinus Michels, who explains to a small baby that he is not allowed to eat gingerbread cake just yet, although he is more than welcome to look at it (much to the baby’s dismay). The Peijnenburg campaign won an Effie award - some of the ads can be seen here.

Peijnenburg was sold to Belgian competitor Lotus in 2006.

www.peijnenburg.nl