De Bonte Koe, a family-run chocolate business in Schiedam, has seen remarkable growth by leveraging the power of social media and a viral marketing strategy to attract a younger clientele.
In Schiedam, the family-run chocolate business De Bonte Koe has been experiencing unprecedented success since Amy and her brother Connor took the reins four years ago. With a goal to attract a younger and more diverse clientele, they implemented a new viral marketing strategy aimed at maximizing their presence on social media platforms, particularly TikTok.
Their strategy gained significant traction last May when the bakery’s Dubai bar—crafted with pistachio and a unique crunchy künefe texture—caught the attention of local influencers. Among those was notable TikTok star Monica Geuze, known for her engaging content and sizable following. Speaking to PZC, she mentioned, “I have to say, this is really worth the hype,” after showcasing the Dubai bar to her audience of over two million viewers. This exposure, coupled with subsequent coverage from newspapers and news channels, has significantly fueled the bar’s popularity.
Last year, De Bonte Koe reportedly sold 220,000 bars, and sales this year are already off to a strong start with over 50,000 bars sold in just a few months, contributing to a doubling of the company’s revenue compared to the previous year. The increasing demand led to the expansion of the business, which now includes a second location in the Spanish Polder and a staff that has grown to 16 employees.
Understanding the competitive nature of the online food market, Amy Klein described how crucial visual appeal is in creating viral content. “With food, it’s naturally a bit easier than if you’re selling, say, insulation material,” she noted, as engaging food visuals tend to captivate online audiences. This focus on aesthetics is evident in the attention given to the texture and appearance of their products, especially how the chocolate presents itself when broken open.
In a bid to stay ahead in the viral marketing game, De Bonte Koe has established a dedicated social media lab on Hoogstraat in Schiedam. This lab allows the team to rapidly brainstorm, test, and create new product offerings, with an eye toward viral potential. Each week, the staff convenes to explore new treat ideas, examining combinations that provide unique textures and flavors, such as the successful pairing of warm chocolate with crunchy pistachio.
The laboratory has already produced a new creation, the ‘strawberry pop-up,’ which combines strawberries, pistachio cream, and chocolate. This product has garnered over 150,000 views online shortly after its debut. The weekends at the lab are designated for visitors who can see, taste, and purchase these trending items. Amy believes that if even a small percentage of online viewers take the time to visit the store, it could lead to tremendous foot traffic.
To further diversify their offerings, the company has started to incorporate Middle Eastern flavors and ingredients into their products. Following the success of their Dubai bar, they recently introduced the Pistachio Floss bar, which features pi?maniye, a traditional Turkish confection. This bar is part of a broader marketing strategy that specifically targets Moroccan and Turkish Dutch consumers, particularly during Ramadan when this demographic is heightened.
The innovative approach taken by Amy and Connor at De Bonte Koe has resonated with a wide audience and highlights the intersection of food, culture, and modern digital marketing in transforming a family business into a contemporary success story.
Source: Noah Wire Services
