Spot ‘De Beren Helmet’ in the Netherlands | De Beren’s iconic helmet returns to the streets
Spot de Berenhelm - De iconische helm van De Beren keert terug in het straatbeeld
After being absent from the streets for years, a nostalgic piece of history of restaurant chain ‘De Beren’ (The Bears) is making a comeback: the iconic ‘De Beren Helmet’. Since yesterday, De Beren delivery drivers will once again be riding around wearing the distinctive helmet that once became a beloved sight across the Netherlands. To celebrate its return, the restaurant chain is launching a nationwide contest. Anyone who spots a delivery driver wearing ‘De Beren Helmet’, takes a photo, and submits it, will have a chance to win free spare ribs for a year.
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You can literally spot bears on the road again
The original plush Bear Helmet first appeared in 2006 and quickly became a distinctive part of De Beren’s delivery identity. In 2009, the helmet was even nominated for a Dutch Design Award in the category “Best Integrated Brand Communication.”
The return of ‘De Beren Helmet’
Now, after several years away, ‘De Beren Helmet’ is returning to the streets. A familiar icon is ready for a new chapter. With its comeback, De Beren is not only bringing back a recognizable piece of brand history but also adding a healthy dose of fun to everyday street life.
“The bear is one of the most recognizable elements of our brand. Earlier this year, we further strengthened that role, and the return of ‘De Beren Helmet’ is a logical and powerful next step,” says Marjolein Mens, Commercial Director at De Beren. “The helmet stands out, creates instant recognition, and perfectly conveys what De Beren represents: fun, togetherness, and great food. With this campaign, we are reclaiming our place in the streets and making food delivery something people look at and smile about again.”
Recognition, fun, and a touch of nostalgia
De Beren is encouraging consumers to keep an eye out for the eye-catching helmet. Anyone who spots a delivery driver wearing the Bear Helmet during the month of June can take a photo and submit it. One lucky participant will win free spare ribs for an entire year.
The campaign reflects what De Beren has stood for over the years: good food, gezelligheid (coziness), and memorable moments shared together. By bringing back the helmet, De Beren aims to become a visible presence in local neighbourhoods once again and engage consumers with the brand in a light-hearted way.
The promotion runs from June 1 through June 30, 2026, in multiple cities across the Netherlands where a De Beren delivery restaurant is located. Participants can submit their photos via their website for a chance to win a year’s supply of free spare ribs from De Beren delivery restaurants.
We have previously featured more inspiring initiatives from ‘De Beren’ restaurant chain!
Website: De Beren
