Verkade 140 Jaar

For its 140th anniversary, Verkade didn’t just celebrate a birthday.
We created a brand-new birthday song for the Netherlands.

In 2026, Verkade celebrates its 140th anniversary. This milestone offers a powerful opportunity to put the brand back in the spotlight, in a year when several iconic Dutch brands are also celebrating major anniversaries.
Concept

All over the world, people celebrate life with music. But when it comes to birthdays, we have been singing the same songs for generations.



We felt it was time to write a new one: the Verkade Birthday Anthem.

A fresh birthday track that blends Dutch nostalgia with a contemporary sound, designed to connect generations. At its centre is an unexpected collaboration between Orgel Joke and Faberyayo.

The campaign was rolled out in phases, moving from teaser activity to launch and then into a broader cultural roll-out.

We began with teasers on the artists’ own channels, building anticipation through studio snippets and native content. A giveaway helped boost engagement by offering fans access to the release moment. The official launch took place at the Verkade factory, where employees, creators and fans were the first to hear the new anthem.

Post-launch, Verkade went on tour. Together with Orgel Joke, Faberyayo and a custom-made party the brand visited cities and towns celebrating their own milestones. Music, biscuits and shared moments brought the campaign into everyday life.

In retail, the campaign came to life through bold POS materials inspired by the iconic Verkade organ. We also introduced a music card with a built-in sound chip, turning the anthem into part of the birthday ritual.

On social, the anthem continued to live throughout the year. Picked up by influencers and used in real birthday moments, it became a recurring cultural trigger for the brand.