After being absent from the streets for years, a nostalgic piece of history of restaurant chain \u2018De Beren\u2019 (The Bears) is making a comeback: the iconic \u2018De Beren Helmet\u2019. 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 \u2018De Beren Helmet\u2019, takes a photo, and submits it, will have a chance to win free spare ribs for a year.<\/p>\n
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The original plush Bear Helmet first appeared in 2006 and quickly became a distinctive part of De Beren\u2019s delivery identity. In 2009, the helmet was even nominated for a Dutch Design Award in the category \u201cBest Integrated Brand Communication.\u201d<\/p>\n
Now, after several years away, \u2018De Beren Helmet\u2019 is returning to the streets. A familiar icon is ready for a new chapter. With its comeback, De Beren<\/a> is not only bringing back a recognizable piece of brand history but also adding a healthy dose of fun to everyday street life.<\/p>\n \u201cThe bear is one of the most recognizable elements of our brand. Earlier this year, we further strengthened that role, and the return of \u2018De Beren Helmet\u2019 is a logical and powerful next step,\u201d says Marjolein Mens, Commercial Director at De Beren. \u201cThe 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.\u201d<\/p>\n 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.<\/p>\n 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.<\/p>\n 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<\/a> for a chance to win a year\u2019s supply of free spare ribs from De Beren delivery restaurants.<\/p>\nRecognition, fun, and a touch of nostalgia<\/strong><\/h3>\n