ADDING A DIGITAL CRUNCH TO A BELGIAN CLASSIC
Jules Destrooper
A timeless biscuit at a crossroads
BRAND BUILDING / BRAND ACTIVATION / SALES ACTIVATION / INFLUENCER MARKETING
Jules Destrooper is a name many Belgians grew up with. Older generations knew it instinctively, and the brand carried the comfort of something familiar. Younger adults, especially millennials, no longer had that same natural connection. The biscuits lived in memory rather than in people’s daily lives.
To reach this new audience, the brand needed a digital-first approach that felt closer to how they browse, share and discover food today. Instagram quickly became the heart of the strategy, supported by a wider mix of social channels.
At the same time, we needed to reshape the role of the biscuit itself. Not an everyday snack you finish like crisps, but a small reward you take for yourself after a busy moment. Something you enjoy slowly, or share with people who matter on a special occasion.
NAVIGATE
Connecting heritage to digital habits
We reintroduced the brand to younger adults by aligning its heritage with today’s digital habits. The strategy rests on three pillars:
Heritage made digital
We gave the classic identity a social-first life that feels natural in the fast, visual world of Instagram.
From festive to everyday
We placed Jules in simple daily moments so the biscuit feels relatable and part of modern routines.
A fresh boost with Reels in 2024
We added light, contemporary Reels content to increase reach and give the brand a renewed sense of energy.
CREATE
A warm and playful approach
In the early days, Jules carried a more traditional look and feel. In 2022, we softened that image by opening up the brand with light, joyful content that fits how people browse on social today. Short moments that bring a smile first and spark a craving right after.
We worked with simple, human themes such as small me-moments, biscuit figurines that added a playful touch, shared breaks, gentle humour, seasonal touches and community-driven posts (UGC). These elements kept the brand close, warm and easy to recognise.
The look and feel was fully digital yet carried a subtle link to the past. Think of tile-like wisdoms, cosy kitchen cues and small hints to the brand’s heritage. It gave Jules a playful charm while staying true to the classic identity people know.
We wanted to bring humour, recognition and real craving into everyday moments. The biscuit simply made those moments feel a little more special.
The 2024 shift with Reels
With the new strategy, Instagram Reels became central to how we communicate. Short, authentic and easy to watch. They allow the brand to reach both new and returning audiences with a natural flow. The Reels created space for spontaneity, lifestyle and simple pleasures. They also became an important driver of reach and recall, helping us bring the refreshed identity to life on a weekly basis.
Made by 3 SQLI content creators
To keep the content warm, diverse and human, we worked with three SQLI creators who each brought their own environment, energy and perspective. Their work aligned with the three lifestyle settings defined in the 2024 strategy:
Nostalgia with warm colours and vintage touches
Fashionista with minimal, curated and urban styling
Family at home with honest, lively and household-friendly scenes
This mix ensured that the brand touched different lifestyles without losing coherence. It opened Jules up to younger audiences while staying true to its Belgian heart.
CREATE
Sales activation with seasonal peaks
Next to the lifestyle layer, we developed templates to support both in-store and webshop sales. Carousels, short animations and static assets were adapted to seasonal peaks, promotions and new product launches. This included the introduction of new tins, Easter, Mother’s Day and the end-of-year period.
Sales content also mattered when launching new products. It helped Jules stay relevant in a market where food trends evolve quickly and where people expect fresh ideas from brands they follow.
Each asset stayed true to the brand identity while giving people clear, simple information and a direct reason to buy or explore. This balance kept performance and storytelling aligned throughout the year.
CREATE
Daily social listening and monitoring
We monitor how people talk about Jules every day. We answer questions, guide conversations and stay alert to moments in the offline world that matter for the brand. It keeps the tone human and close to real life.
A clear example is the Julie Vanloo moment. When she said on national TV that she always travels with a box of Lukken, we picked it up immediately and built a light collaboration with her and the artist behind her custom Jules sneakers. The two posts reached 65k people organically within 24 hours. A simple, timely reaction that kept the brand in the centre of the conversation.
ELEVATE
Results that matter for Jules
Across the 3 years, we focussed on three KPIs with real commercial value.
6,5 %
Engagements rate average on Instagram.
7,6 %
Ad recall lift rate for the Reels content on Instagram.
4,2
ROAS
The webshop sales for a new biscuit