Chocolate and cookie manufacturer Verkade chose a new brand direction in 2023: “Lekker ├ęcht sinds 1886. But how do you bring buyers and employees into your new story?

2twenty PR helped Verkade with the concept, strategy and PR activities. For example, we organized a roadshow along the retailers and the Verkade factory with a cinema on wheels. In it, employees and buyers could watch the new commercial, in which Verkade staff plays the lead role.

During an internal event, Verkade employees heard all about the new brand direction. In addition, they were allowed to fill a personalized cookie tin with the new Verkade cookies. In the mobile cinema they watched the new brand movie. We also created content from the internal event for Verkade’s socials.

Afterwards, the mobile cinema drove past the retailers, who were not only able to watch the new brand movie, but also received the new cookies.

The result of the internal campaign: positive reactions and increased knowledge around the new brand direction. Among retailers we increased brand awareness and brand engagement.