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Travel · May 2026

Biscoff x Tomorrowland Limited-Edition Biscuit

PR Campaign

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

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