Shopper Marketing - June 2016 - 32


PROGRAMS

them wherever coffee is sold in Holland," says
Tom Daly, chief executive officer of New Yorkbased The Brand Passport. "Coffee is an important part of this so it's a perfect pairing as
part of United Airlines' coffee service."
Daly says the timing of the partnership
with United is indefinite at this point. "This is
very new. United is evaluating how consumers are taking to it and so far the feedback is
very positive." For passengers interested in
learning more about the stroopwafel, and
picking some up when they land, Daly says
The Brand Passport's website is included on
the packaging and that flight attendants are
provided with a list of stores where the confection can be purchased so they can respond
to any questions.
The brand has also recently introduced
a social media presence via Facebook and
Twitter. Daly noted that the initial announcement of the United partnership resulted in
earned media mentions, including one from
Al Roker on the "Today" show. "United has terrific brand equity and provides the exposure
that we want to give to Daelmans," says Daly,
adding that the demographic of passengers
represents consumers with high levels of education, household income and discretionary
spending, and those are the individuals that
would be more interested in purchasing a
premium snack.
Daly says The Brand Passport has spent the
last few years slowly building the Daelmans
brand in retail. Stroopwafels can be found in
Trader Joe's, Cost Plus World Market, 7-Eleven,
Albertsons, Publix, Barnes & Noble cafes, Harris Teeter and other retailers. In stores, shoppers can find both the traditional stroopwa32

y SHOPPER MARKETING JUNE 2016

fel size (the large one that fits atop a cup) as
well as a miniature version in a resealable
bag. Daelmans stroopwafels are available in
three varieties: caramel, honey and maple.
The large, caramel flavor is being served on
United flights.
Daly says The Brand Passport will measure
success with United by improved sales as well
SM
as expansion to new accounts.

BRAND: Daelmans
KEY INSIGHT: Stroopwafels pair perfectly with coffee to warm the cookie
and melt the caramel filling. Although
well known in Holland, stroopwafels are
unfamiliar to American consumers.
ACTIVATION: The Brand Passport partnered with United Airlines to offer Daelmans stroopwafels as a complimentary
snack on all domestic morning flights to
increase awareness and sampling.



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
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Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
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Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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