Royal Grolsch chooses Het PR Bureau

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Amsterdam - Royal Grolsch has chosen Het PR Bureau (HPB) as their partner for PR and communication. The choice follows an orientation phase at the end of 2019 during which HPB developed the successful PR launch of the New Year’s Eve beer Grolsch Finale. The collaboration starts of with work for the Grolsch and Kornuit brands for which a number of activations have already been executed, such as the Grolsch #helpdehoreca (#helptheontrade) Live Sessions at the start of the corona crisis). Together HPB and Grolsch are building towards Grolsch becoming an authority on craftsmanship, character and sustainability. Always from earned attention.

Meaningful as a brand

During the orientation phase Grolsch asked HPB to develop a PR activation for the limited edition champagne beer Finale, an alternative for champagne during the turn of the year. After the successful activation HPB supported the beer brewery with the launch of the new campaign ‘Taste the seasons’.

During this COVID-19 period, earned attention is more relevant than ever and brands express a clearly heightened desire to be meaningful right now. During the corona crisis, together with Grolsch and Fitzroy, HPB was part of the concepting phase and execution of the Grolsch #helpdehoreca Live Sessions. Small concerts by five Dutch artists, among which Nielson and Miss Montreal in empty on-trade establishments to raise money for #helpdehoreca. HPB supervised the entire PR process resulting in attention for the session in, amongst others, daily TV shows Shownieuws and RTL Boulevard and national dailies AD and During the same period, HPB was also involved in bringing the special ‘Oranje Blik’ (Orange Can) to the attention of the public for this year’s alternative King’s Day.

Craftsmanship in the beer category and PR

These first PR activities are positive joint steps in the collaboration between Grolsch and HPB.

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“PR and earned attention are a fundamental part of our marketing mix. In HPB we have found a partner that can support us with this perfectly. With their commitment and efforts in recent months, culminating in the Grolsch #helpdehoreca Live Session, they have more than lived up to their craftsmanship in the field of PR and earned attention.”
Ard Bossema, director Marketing & Strategy at Royal Grolsch
“We believe in a world in which you have to earn attention instead of buying attention. That’s why we use the power of influence and honest, shareable stories to create earned publications. In that context, we are extremely proud of our collaboration with Royal Grolsch with its wonderful brands, history and attention to sustainability.”
Toon van Loock, partner and Managing Director at HPB
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Date 09 June 2020

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager

“For a startup brand like ours, it was extremely important to see frequent media coverage. Het PR Bureau has laid the foundation for our growth from Amsterdam to 6 other cities in the Netherlands. Despite our relatively modest budgets, we were able to achieve enormous coverage together. I look back on a number of activations with great pleasure.”

Vincent Hosman - Country Manager Nederland

"Netflix was ​​looking for the best suitable communication partner in every country. This could also be a 'local hero', as long as they are big enough. For the introduction of Netflix in the Netherlands and Belgium, we have partnered up with Het PR Bureau. The desired Service Level Agreement was new to Het PR Bureau, but they adapted very quickly and it soon surfaced. Within the international framework, they surprised us with their proactivity and creative ideas."

Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa

”The uniqueness of Het PR Bureau is that the people are able to both think on a strategic level and at the same time roll up their sleeves to set up an event or activation. A high-quality one-stop-shop in the field of PR, that is what we were looking for and what we ultimately found in Het PR Bureau.”

Wieteke van Hunnik - PR & Communications manager

“In de zoektocht naar een bureau dat ons merk in de Benelux kon introduceren, kwamen we na een intensieve oriëntatie bij Het PR Bureau uit. Hun netwerk, ondernemerszin en drive gaven de doorslag. We waren onder de indruk van hun professionaliteit. De strategie van het bureau is dat ze VAPs (Very Adorable People) op cruciale posities aan het werk zetten. Intussen hebben we, sinds de start in 2011, ruim zeven jaar samengewerkt. Ik kan gerust stellen dat Het PR Bureau een belangrijke rol heeft gespeeld in het groot maken van Spotify in de Benelux. "

Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

“Het PR Bureau is a smart, professional group of people with nice perspectives where I felt at home immediately. Especially in a very difficult market such as the insurance industry, in which many interests play a role and which has many limitations, they did very well. I regard Het PR Bureau as a premium agency. With such a partner you can be assured that your campaign will be executed impeccably.”

Walter de Reus - Brand Manager