Hospitality — CLIENT SINCE 2023
'T Pareltje Amsterdam
We built ’t Pareltje from the ground up, transforming a new Amsterdam fries shop into a recognisable social-first brand with more than 250 million organic views, two Amsterdam locations and an international pop-up in Dubai.
About the client
’t Pareltje serves freshly cut, double-baked fries with bold toppings from its locations in Amsterdam’s city centre and the Jordaan. Built around a nostalgic Dutch identity with international appeal, the brand turns an everyday Amsterdam favourite into an experience tourists actively seek out, film and share.
What we do for them
An always-on marketing engine.
Brand Strategy & Positioning
We positioned ’t Pareltje as more than a traditional fries shop: a bold, recognisable and highly shareable Amsterdam food experience.
Branding & Website
We created the complete visual identity, nostalgic brand world, packaging direction and website, designed to appeal to tourists while remaining recognisably Dutch.
Social Media Management
We developed and managed the Instagram and TikTok strategy, including content planning, publishing, optimisation and community management.
Content, Viral Concepts & Influencer Marketing
We produced recurring content, created viral concepts such as the XXL fries cone and worked with influencers and food creators.
Google Ads & Store Visit Tracking
We use geo-targeted Google Ads around high-traffic tourist locations in Amsterdam to reach visitors at relevant moments and measure resulting visits to the physical locations.
Launches & International Expansion
We led the marketing launch of the Jordaan location and supported the branding and marketing surrounding ’t Pareltje’s Dubai pop-up.
The collaboration
Our partnership began on 5 February 2024, before ’t Pareltje had opened its doors. Starting with zero followers, zero content and no established audience, we developed the complete brand strategy, visual identity, website and social presence. Since then, we have remained responsible for the creative direction, content production, social media management, influencer marketing, campaigns and launches behind the brand’s growth.
Performance results
The numbers that matter.
’t Pareltje grew from an unknown fries shop into an internationally recognised food concept. Its social channels generated more than 250 million organic views and grew to over 141,000 Instagram followers. Viral content translated into visible queues, widespread UGC and tourists adding ’t Pareltje to their Amsterdam itinerary. The success supported the launch of a second Amsterdam location and brought the concept to Dubai for an international pop-up.
Viral views generated
Instagram followers
Views on the first XXL video
Organic views in two weeks
Amsterdam locations launched
International pop-up in Dubai
What the client says
“Part of ’t Pareltje since day one, they developed the ideas that made people around the world recognise us”
'T Pareltje, Owner
Latest on Instagram
Follow 'T Pareltje Amsterdam.
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