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Create an international brand positioning for Danerolles

When people think of Danerolles, they think of a Sunday morning breakfast table filled with freshly baked and homemade croissants. For many years this high-quality fresh dough product has been a household name for holidays like Mother’s Day, Father’s Day and Valentine’s day. However, what some people don’t know is that the product range of Danerolles has much more to offer than just these delicious croissants. In fact, this is a company that regularly creates new product innovations and is not just active in the Netherlands but is available all across Europe.


To create more awareness that Danerolles as a brand is more than croissants on Sunday morning, we have been asked to think about a brand positioning for the whole product range. Our starting point for this was their iconic cans. Anyone who has ever opened one of their cans will remember the moment when the dough plops out into the world with a dull thud.

Like opening a bottle of Champagne to celebrate an important milestone, this positioning is about celebrating every ‘Lovely Little Moment’ with opening a can of Danerolles. We think that it is important to celebrate the little moments in life more often. These moments could be anything. Binge-watching a season of your favourite series? You deserve it! In this approach, we also eliminate the view that the products of Danerolles are only suitable for breakfast. You can also use the dough to make sausage rolls or mini quiches for example. Meaning that you can make your own twist to the other products, such as Cinnamon Swirls for dessert or Petit Pains for dinner.

Italian Snack

The first product that is truly different in the product range is the Italian Snack, which has been introduced recently. This is the first completely savoury dough that serves as the basis for making mini pizzas. In the can, there are six slices of dough and you can use as many toppings as you would like. To launch this new product, we immediately put our new brand positioning into practice and developed a campaign that will cause some serious cravings. We used the distinctive features of the product in a way that fits the platform where the message is published. For example, the snack is quick and easy to make, making it a perfect snack during binge-watching your favourite series. These advertisements were published on content platforms such as NPO start, RTL XL and YouTube. In addition, it is a product that is fun to make with children. This is a key feature that fits well with Pinterest. All messages have one thing in common: by opening a can of Italian Snack, you open the perfect moment for Danerolles.

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