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&C x Viennetta: Unforgettable Delicious How to Reignite a Christmas Icon for a New Generation
For over 40 years, Viennetta has been part of Christmas tradition in the Netherlands. But while older generations still loved the brand, its relevance among younger audiences was fading. Together with &C (the brandstudio) and Dutch celebrity Fred van Leer, Viennetta launched a storytelling-driven branded content campaign that transformed nostalgia into a shared, living experience. Through participation, social buzz and “The Nicest Christmas Dinner in the Netherlands”, the campaign reconnected a new generation with the emotional meaning of Viennetta; resulting in millions of engagements, thousands of shared memories and significant sales growth.
Takeaways
- Legacy brands don’t always need reinvention
- ‘Nostalgia’ only works when people can be part of it
- Authentic personalities outperform traditional influencers - Emotional relevance drives commercial relevance
