Kruidnoten Referendum 

If it’s up to Bolletje, the Dutch would be crunching into their famous kruidnoten, not just in December, but all year round. Breaking the winter tradition, however, has been food for discussion for some years now. To settle the debate and to figure out when the Dutch truly want their kruidnoten, we called for the first Kruidnoten Referendum in the Netherlands, inviting the nation to cast their votes. Our tongue-in-the-cheek take on a Dutch phenomenon made national headlines, whilst sparking a buzz on social media and putting an end to the discussion.

Let’s indulge in this tasty PR campaign together with Account Executive Ella Staphorsius. What do you think was the main element of success in this campaign?

“The Kruidnoten Referendum tapped into the concept of tradition. I’m not only talking about the traditional treat here… but rather about the Dutch tendency to complain! Whether it’s about the weather, traffic jams, high prices - or about kruidnoten hitting the stores too early. This ‘kruidnoten discussion’, or controversy, has become part of the Sinterklaas tradition. At the same time: even the biggest critics seem to buy a bag or two early on…  We strategized and found a clever way to benefit from the discussion as a brand. We opted for some boldness, by bringing a new, ‘political solution’ to the otherwise lighthearted discussion: The Kruidnoten referendum. Contradictory ‘formal’ in its approach, the campaign put a claim on the discussion by handing ‘democratic’ power to consumers. The strategy was innovative, clever and cheeky, and backed by the right timing. So far, the few brands that tapped into the discussion before, pertained to social media. We brought about an extra dimension, by ‘formalizing’ the concept and by taking it to the streets, literally.”

Where did Bolletje fit the puzzle?

“In the heart of it! Bolletje is a household name when it comes to baked goodies. By instigating the referendum, we were able to put the brand right in the middle of the kruidnoten debate, underlining their credibility as a market leader in supply of Dutchies’ favorite treat.” 

What did the campaign look like?

“To raise as much awareness and votes as needed, we stayed in line with the political theme of the concept. As a result, twelve Bolletje branded ‘voting’ trucks crisscrossed the country for visibility. My colleagues and I hit the streets to spread ballot papers and to rally for votes. To simplify the voting process, we also created an online voting platform. To top it off, Bolletje used its online presence on Instagram to spread the word. Of course we notified media about the campaign and the results.” 

And the results?

“Media loved the initiative! From online news media like RTL Nieuws and AD.nl to lifestyle outlets: the story spread like wildfire. Both online and in print, local media supported our call to stop by at local voting spots. On social media, Bolletje’s campaign created a buzz among influencers, who openly campaigned for year round snacking. As a result, the campaign sparked interest of The Best Social Media. More than 8.500 votes were cast. Half of which voted in line with the tradition, but a bold 25% declared: ‘kruidnoten all year please’! Regardless of the outcome, Bolletje succeeded in sparking nationwide attention and joy, a true PR win. All together, the campaign led to a media ROI of 9,3.”

To conclude: what were the main ingredients in this recipe for success?

“A bit of cheekyness, timing and the right combination of PR, brand communication and social media.”