Kesbeke surprises ‘Amsterdammers’ throughout the Netherlands with festive sourness
Activation by Wayne Parker Kent celebrates 750 years of Amsterdam in streets outside the capital
Amsterdam is celebrating its 750th anniversary this year, and the capital is pulling out all the stops. There will be celebrations and festivities throughout the year. But what if you live on Amsterdamlaan in Emmen? Or on Amsterdamseweg in Arnhem? Kesbeke thought that people there should also be able to enjoy the capital's birthday. That's why the pickle king of Amsterdam decided to travel the country with a playful activation for all Amsterdammers, even those outside the city limits.
Amsterdam can be found throughout the country
Throughout the Netherlands, you will find Amsterdam streets, avenues, and roads. They bear the name, but not always the benefits. Kesbeke, the pickle brand that has been located in the heart of the capital for generations, thought that was a shame. “If you live on Amsterdamstraat, you're actually a bit of an Amsterdammer too,” says Camiel Kesbeke. “Then you deserve a party just as much. And what's a bigger party than a serving of pickles?” With that in mind, Kesbeke went all out: entire streets in Muiden, Almere, and Diemen, among other places, were surprised with a treat full of Amsterdam pride.
Sour bombs, but a big heart
The campaign was developed by creative agency Wayne Parker Kent, which teamed up with Kesbeke to find a way to promote the Amsterdam brand identity nationwide in a sympathetic way. “Kesbeke is a true Amsterdam brand,” says Gerben van der Rijt, director of strategy & creative at Wayne Parker Kent. “But it's one with a big heart. By putting people outside Amsterdam in the spotlight, we strengthen that identity and increase the goodwill factor.”
The campaign not only brought smiles to people's faces, but also attracted a lot of attention in the local media and on social media, where residents proudly shared their sour candies.
View the activation here: https://www.instagram.com/kesbeke/reel/DLU7i7QoFUb/
