Lotus Biscoff has teamed up with Chelsea and Belgian international footballer Eden Hazard in a new viral media campaign which will feature extensively on-pack across the Lotus Biscoff retail and out of home biscuit and spreads range.

The worldwide activity is due to break on the 15th March with a viral movie showcasing Hazard’s unique footballing skills when challenged to hit a target hidden among 10,000 coffee cups.

Supported by a social media campaign, on-pack stickers, a dedicated website, as well as a once in a lifetime competition for Lotus Biscoff customers to win 1 of 50 “Meet and Greets” for two people with Eden Hazard himself, the activity will support the global brand positioning of ‘Every Coffee Needs a Lotus’.

The two-minute Perfect kick film will be seeded virally via online investment involving a strategic partnership with Google while point of sale will give additional in-store presence.

The on-pack stickers will feature on over 90 million packets of Lotus Biscoff biscuits worldwide, including Lotus Biscoff 250g, and jars of Lotus Biscoff Smooth Biscuit Spread 400g and Lotus Biscoff Crunchy Biscuit Spread 380g in the UK.

Frances Booth, category marketing manager at Lotus Bakeries believes the new campaign will bring significant incremental sales and profit opportunities.

She said: “Having such a famous name as Eden Hazard associated with Lotus Biscoff provides retailers and coffee shop owners with a significant incremental sales and footfall opportunity.

“Not only will it be a draw for regular loyal Lotus Biscoff customers, but also for the millions of UK families with footballing mad children who will jump at the chance to meet their hero.

“With a comprehensive social media campaign as well as a dedicated website, there is no doubt that customers will be actively searching out retail packs featuring the Belgian footballing genius.”

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