Lotus Biscoff

Lotus Biscoff has signed Chelsea FC’s Eden Hazard to lead a viral media campaign to support the global brand positioning of Every Coffee Needs a Lotus.

Kicking off on 15 March, a two-minute film showcases the Belgian midfielder’s footballing skills when challenged to hit a target hidden among 10,000 coffee cups.

It will be backed by social media activity, a dedicated website - Lotusperfectkick.com - and on-pack stickers in the UK on Biscoff (250g), Biscoff Smooth Biscuit Spread (400g) and Biscoff Crunchy Biscuit Spread (380g)

Consumers will also be offered the chance to win one of 50 meet-and-greets with Hazard, UK footballer of the year 2015.

“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,” said Frances Booth, category marketing manager at Lotus Bakeries.

“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.”