Jules Destrooper selects Serviceplan Group Belux & Mediaplus to further build its love brand
30.04.2026
A nearly 140-year-old icon joins forces with Serviceplan Group Belux’s House of Communication for new campaigns. Heritage meets innovation.
Bruges / Brussels
The iconic Belgian biscuit brand Jules Destrooper has entrusted the development of its brand for the coming years to Serviceplan Group Belux (creation) and Mediaplus (media), within the group House of Communication. This long-term partnership aims to elevate the brand’s equity to new heights.
At Jules Destrooper, they have known since 1886 that success is a matter of patience, craftsmanship, and the right ingredients. That same craftsmanship is what the House of Communication brings to the table. ServiceplanGroup Belux will be responsible for creative strategy and execution, while Mediaplus will lead media strategy and activation—ranging from brand strategy and data to content and connected media.
“We are truly proud to help write this story alongside the highly professional marcom team at Jules Destrooper,” says Francesco Caccamese, Strategy Director at Serviceplan Group Belux. “We clearly share a strong ambition to turn this into an even stronger Best Brand.”
“For a brand with such heritage and quality, the strategy must be as precisely crafted as the product itself,” adds Gino Baeck, CEO of Mediaplus.
Emma De Vlaeminck, Brand Manager at Jules Destrooper, concludes: “We are looking forward to a long-term partnership with the House of Communication. Both Serviceplan Group Belux and Mediaplus have already demonstrated, in a short time, their ability to strengthen our plans with creativity and innovation. Combined with very strong project management, this gives us great confidence for the future.”
About Jules Destrooper
Since 1886, Jules Destrooper has stood for authentic Belgian craftsmanship in biscuits, with classics such as Almond Thins and Butter Crisps (known locally as ‘lukken’). The family-owned company operates globally while remaining firmly rooted in West Flanders.
About House of Communication
The House of Communication brings together all the disciplines required to build brands under one roof; from strategy and creation to media, content, data, and technology, guided by its motto: “Building Best Brands.”
