Daelmans Stroopwafels teams up with ACE| IM Lounge & Blauw Gras for an international campaign

Amsterdam, 10 April 2024

We are excited to announce continuation of our collaboration with Daelmans Stroopwafels for an international campaign alongside our ACE family agency Blauw Gras. Our joint efforts aim to pave the way for Daelmans Stroopwafels to captivate the United Kingdom and the United States with their delightful stroopwafels. Last year marked the beginning of our brand campaign following a successful pitch, where we joined forces with our social agency Blauw Gras. Continuing into this year, we’re embarking on a year-long campaign employing a strategic media approach to elevate brand awareness in these competitive markets.

ACE | IM Lounge has developed an effective media strategy based on accurate data-driven insights, targeting a selection of cities, taking into account factors such as target audience size, physical retail availability, and industry indexes. We are convinced that this strategy will lead to increased top-of-mind awareness for Daelmans Stroopwafels.” said Rianne van de Ven, Marketing Manager of Daelmans Group.

We are excited to continue the successful collaboration, with a media strategy that will put this quintessentially Dutch product on the international map,” says Rutger Schouten, Media Director of IM Lounge. “The campaign has been developed in close collaboration between Daelmans, Blauw Gras, and IM Lounge, ensuring optimal alignment between brand, creative, and media.

About ACE | IM Lounge 

IM Lounge is a media performance agency, part of a modern network of agencies at the intersection of tech and culture. The media agency creates valuable connections between brands and culture, fueled by research, paid media, and data-driven insights. With a team of specialists, we accelerate organizations that embrace actionable data for strategic growth. Verpact, KWF, Daelmans Stroopwafels, and Signify are part of our portfolio. For more information, visit imlounge.nl.

About ACE | Blauw Gras 

Blauw Gras is a social-first agency, part of ACE. The agency helps brands grow with the power of social and transforms a brand on social into a social brand. The agency believes in a grassroots approach: creativity for and by the community. Brands in their portfolio include Samsung, McDonald’s, and Videoland. For more information, visit www.blauw-gras.com.

About Daelmans Stroopwafels

Since 1904, people have been enjoying Daelmans Stroopwafels. Hermanus Daelmans started his local bakery business in Vlijmen (near ‘s-Hertogenbosch). This one-man business has grown over the years into a modern, international, and independent family business. But still as tasty as ever. Every year, more than one billion enjoyable moments are provided worldwide.

IM Lounge About the author


IM Lounge is a Media Performance agency. We develop media strategies and do media procurement. We get the right message to the right person at the right time. Within this area we believe developing a media strategy should go hand in hand with the creative strategy.