When you say cookies, we say Verkade! The very traditional Dutch manufacturer has been making the most delicious cookies and chocolate for tea or coffee since 1886. In 2022 Verkade relaunched the delicious ‘Meesterbaksels’, cookies with the extra taste experience of apple pie, fresh lemon and crunchy caramel. Verkade wanted to use PR to generate extra attention for this.


Verkade and 2twintig have been working together for decades. Not only at the corporate level, but also in marketing communications. It was only logical that Verkade approached 2twintig to generate the largest and most effective earned media reach possible for the launch of ‘Master Bakes’.

2twenty devised a tour of influencers and developed a special bakery on wheels, including a flavorful baker. The bakery on wheels left a scent trail of delicious baked goods that influencers could not ignore. In the pop-up bakery, they feasted on the new assortment.


The taste sensation led to 120 earned content items and a total PR value of more than €200.000.

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