Biscuit brand Lotus Biscoff and creative agency dept debut “You gotta love Biscoff” global campaign
From its delicious golden brown color, unique crunchy texture, perfectly baked caramelized biscuit, and creamy smoothness of the spread, the hype around Lotus Biscoff is real. To bring its irresistible taste to its fans, Lotus Biscoff is debuting its new global brand campaign. “You gotta love Biscoff” brings to life the craving we all experience, sparked by its unique taste – a demonstration of the irresistible effect that Biscoff has on everyone, whenever it appears.
In a global campaign, lead creative & media agency Dept built a world to celebrate biscuit brand Lotus Biscoff and its unique offerings from the delicious golden brown color, unique crunchy texture, perfectly baked caramelized biscuit, and creamy smoothness of the spread. The campaign dubbed “You gotta love Biscoff” brings to life the craving fans experience, sparked by its unique taste – a demonstration of the irresistible effect that Biscoff has on everyone, whenever it appears.
Through captivating visuals and a unique perspective dubbed Point of Biscoff (POB), the ads showcase Biscoff products as the ultimate craving-inducers. The delicious-looking products are always front and center, as the point of focus, always the object of desire and craving of everyone, turning heads wherever they appear. Each story wraps with the craving and anticipations giving way to pleasure, with the anticipated moment of enjoying a Lotus Biscoff.
The media strategy has capitalized on the loyal fan base of the famed biscuit and serves paid and creator-generated content directly to their plates. The media planning has been tailored to align media and creatives with how the brand’s audience interacts with different channels—whether it’s for entertainment, inspiration, or information.
Ramin Bahari, Creative Director, Dept: “Imagine being the center of everyone’s attention whenever you enter the room. That simple thought led us to the ‘Point of Biscoff’. It’s a fun and entertaining way to tell our stories, that immediately grabs your interest and easily translates to all platforms and channels. And while it has the product front and center at all times, the work is actually about people and their very relatable reaction to Lotus Biscoff: You can’t help yourself but to love it.”
As it sets its eyes on global expansion, the biscuit brand Lotus Biscoff chose Dept as its Global Creative & Media Agency of Record. The partnership between Lotus Biscoff and Dept represents a shift to a digital-first strategy for the brand, to expand globally. After a competitive pitch in 2023, Dept is now working in close collaboration with the Biscoff global brand team, based at their headquarters in Belgium.
