Prinzen Rolle makes its 100,000 Facebook fans into real princes: All fans of Germany’s favourite biscuit can upload their photograph to http://www.facebook.com/prinzenrolle until 29 January. With a little bit of luck, your image will be on the packaging and will be a true part of the fan-biscuit. With this, DeBeukelaer’s unique crowdsourcing campaign will achieve its peak under the motto “The Prinzen Rolle Fan-Biscuit. Bake yourself a dream-Prince”.
The Facebook community had decided on the name of the future product beforehand: The limited edition Prinzen Rolle is called “White Coconut Dream”, and it will be available in shops for a brief period during the summer. It consists of a delicious coconut cream, with white chocolate in between two chocolate biscuits – a unique product created by the users, from the recipe to the packaging.

This crowdsourcing campaign, hitherto unique in the German biscuit market, in which the users and customers are directly included in the product development, has been running since the middle of November. Consequently, the Prinzen Rolle Facebook Community – by this time, around 100,000 fans in Germany – decides directly on the flavour, name and packaging of the proposed Prinzen Rolle edition. DeBeukelaer gives cross-media support to the campaign on Facebook, with eye-catching secondary placements at the POS and a wide online advertising campaign with like-ads and banners. Prinzen-Rolle is also being advertised this year on television.