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#1 Campaign
Travel · May 2026
Biscoff x Tomorrowland Limited-Edition Biscuit
Tuesday 5th May, 2026
Biscoff partnered with Belgian festival Tomorrowland to release a limited‑edition espresso‑filled sandwich biscuit sold exclusively in Tesco for eight weeks, featuring the Tomorrowland logo on-pack and a QR‑code promotion offering winners festival tickets and accommodation; supported by in‑store activations, above‑the‑line and digital advertising and promotion at Tomorrowland.
Why it worked: A rare logo-swap co-brand with a massive cultural event plus a high‑value ticket giveaway created timely scarcity and retail‑ready news.
The lesson: Consider borrowing an unmissable cultural moment, swapping visual assets, and tying a QR-to-prize mechanic to a short retail exclusive.
Biscoff
Lotus Bakeries
Tomorrowland
5 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| goodhousekeeping.com | 'Dangerously addictive': Biscoff to launch a coffee-flavoured biscuit sandwich made for dunking | Tuesday 5th May, 2026 |
| thegrocer.co.uk | Biscoff teams up with Tomorrowland for limited-edition espresso biscuit | Friday 8th May, 2026 |
| mirror.co.uk | B&M shoppers 'need' new Biscoff biscuits that are 'levelling up' - The Mirror | Sunday 10th May, 2026 |
| manchestereveningnews.co.uk | B&M is selling new Biscoff product and shoppers are so excited - Manchester Evening News | Wednesday 13th May, 2026 |
| liverpoolecho.co.uk | Biscoff launches wild new collab fans can't wait to get their hands on - Liverpool Echo | Wednesday 13th May, 2026 |