This campaign wasn’t about showing Biscoff. It was about making audiences almost taste it. That can’t-wait-one-more-second urge to dip a spoon, sneak a bite, or open the jar just to have a taste.

On TikTok, the brand leaned into that feeling—that slightly guilty, deeply satisfying moment where one realises: maybe this one isn’t meant to be shared. Sharing turned into self-care. And Biscoff? Became the perfect excuse to keep it all to yourself. We don’t blame you.

The second campaign gently shifted Biscoff from brand awareness to brand obsession, one thumbscroll at a time. To achieve this, 180 assets were created and rolled out across 8 countries. All were tailored, localised, and designed to make people fall in love with Biscoff.