Facebook community to create its own recipes for the Prinzen Rolle

A new flavour for Germany’s most popular confectionery – and any one can help create it on the Internet: Under the slogan “Bake your own dream prince” this autumn DeBeukelaer is using its Facebook fan page to ask for help in developing a new recipe for the Prinzen Rolle. The result of this crowdsourcing campaign, which is unique in the history of the German baked goods market to date, will be in the shops during summer 2012 as a limited edition. The promotion gives consumers and customers a chance to get directly involved in the product development: The Facebook community – by now more than 20 million people in Germany – will decide directly on the flavour of the future Prinzen Rolle.

Will it be sweet, tangy, chocolaty or exotic? Every fan of the cult sandwich biscuit can submit their own suggestion online. There are almost no limits to their creativity: How about a Prinzen Rolle with white chocolate and raspberries? Or pistachios and milk? There are three different varieties of the biscuit to choose from – chocolate, classic or multigrain. A total of 140 different flavours are available for the cream filling, where users can select two components from various categories – fruit, chocolate cream, nuts and seeds, spices and miscellaneous. With so many options everyone is bound to find their favourite combination.

A jury consisting of staff from Griesson - de Beukelaer (GdB) and three Facebook fans of the Prinzen Rolle will select the 20 most imaginative flavour suggestions, and the Facebook community will choose one of these as the winner from December. The fans of the Prinzen Rolle will subsequently also decide on the name of the product, which will be available from retailers as a Fan Rolle for a short time in summer 2012. As a highlight the fans will have an opportunity for their personal photo to appear on the Fan Rolle.

DeBeukelaer is providing cross-media support for the Facebook crowdsourcing campaign with eye-catching double displays at the POS and a major online advertising campaign with Like-Ads and banners. The Fan Rolle will also be advertised on television next year.




Quelle: Griesson - De Beukelaer www.griesson-debeukelaer.de