Hoogenraad & Haak > Amsterdam, Netherlands > Firm Profile

Hoogenraad & Haak
Cruquiusweg 109-B
1019 AG Amsterdam
Netherlands

Netherlands > Industry focus: Food Tier 1

Boutique Hoogenraad & Haak specialises in IP, advertising and food law, providing ‘outstanding knowledge with respect to advertising, nutrition and health claims on food’. The firm is known for its ‘highly skilled and very responsive team with vast, up-to-date knowledge of the market’. Advising on all aspects of food law, the group’s experience covers ingredients, labelling and litigation before the courts, the Netherlands Food and Consumer Product Safety Authority (NVWA) and self-regulatory bodies, as well as complex matters related to food safety including recalls. Ebba Hoogenraad leads the team and is ‘highly valued for her expertise in this area’, particularly in relation to legislation and regulation. Associate Lisanne Steenbergen is also active in food related matters.

Practice head(s):

Ebba Hoogenraad

Other key lawyers:

Testimonials

‘Front runner on food law. Very accessible team, pragmatic and pleasant to work with.’

‘Ebba Hoogenraad is highly valued for her expertise in this area. Always aware of the most recent developments in the field. Her expertise, pragmatic approach, passion for the job and enthusiastic personality combined, makes it very pleasant to work with her.’

‘Highly skilled and very responsive team with vast, up-to-date knowledge of the market. They are very versatile – Just as good and responsive when it concerns giving in-depth memos as being a sparring partner. And – very important (to me): good humored, so fun to work with. They have a passion for what they do and that rubs off.’

‘Ebba Hoogenraad: Highly skilled; very responsive; enthusiastic. Ebba appreciates out-of-the-box thinking and is not afraid to try something new. She is very adaptive to changes and volatility. All good qualities to be the trusted legal advisor for young ambitious companies (and also corporates). Her in-depth knowledge of the market is a valuable asset’.

‘Ebba is one of the most appreciated lawyers I have worked with in my 20 career as inhouse counsel.’

‘Hoogenraad and Haak and its team is uniquely positioned to represent clients from the food sector. They have provided us with strategic advice that reflected indepth knowledge of food legislation and insight in the unique policy environment we work in as sector oganisation’.

‘We have worked with Ebba Hoogenraad who has been a great touch stone in terms of checking and discussing legislative issues, potential grey areas and policy implications. We value her personal and tailored approach when working with her, immensely’.

‘The team has outstanding knowledge with respect to advertising, nutrition and health claims on food. Unique expertise in the Netherlands’.

Key clients

Heineken

Lidl

Ahold Delhaize

Yakult

Barilla/WASA

Haribo

Perrigo/Omega Pharma

Coca-Cola

FrieslandCampina

Illy

Royal Wessanen

Kenniscentrum Suiker & Voeding

Katjes

Koninklijke Vereniging Homeopathie

European Palm Oil Alliance

Maxxium

L’Oréal

Cantina Mexicana

Atida Pure

Work highlights

  • Regularly advise multinational company Barilla (WASA) in relation to all kinds of questions about campaigns and packaging of the well-known brand BARILLA.
  • Legal proceedings for Herbafit before the Trade and Industry Appeals Tribunal (“College van Beroep voor het Bedrijfsleven” or “CBb”) in relation to health claims for food supplements, including request to consider referring questions to the Court of Justice of the European Union (“CJEU”).
  • Acted for Cantina Mexicana, a food producer in proceedings on fair use of the generic pepper name ‘tabasco’ against the owner of the TABASCO trademark.

Netherlands > Industry focus: Media and entertainment Tier 3

Known for expertise in advertising and IP, Hoogenraad & Haak's team is noted for its ‘in-depth knowledge of advertisement and media laws, with exceptional ability to evolve complex legal issues into practical solutions’. It has a particularly strong track record in advertising law and litigation. Daniel Haije is a specialist in advertising, trade mark infringement and protection issues, with a special focus on comparative advertising. He co-heads the team with Ebba Hoogenraad.

Practice head(s):

Daniël Haije; Ebba Hoogenraad

Testimonials

‘Highly experienced and excellent sparring partners that appreciate commercial interests and come up with practical solutions where needed.’

‘Ebba Hoogenraad and Daniel Haije are both exceptional lawyers with great personalities.’

‘In depth knowledge of advertising and media laws, with exceptional ability to evolve complex legal issues into practical solutions. The team is stable, layered in seniority and always easily accessible. An outstanding practice all round.’

‘My primary contact, Daniel Haije, is one of the best entertainment attorneys I have worked with in my 30 year advertising career. He is quickly accessible, has excellent follow through and comes up with creative solutions. He is also extremely approachable and just a nice person to work with.’

‘Daniel Haije – very talented young lawyer – appeals to the young ambitious, fast moving companies that appreciate out-of-the-box, intelligent solutions. I have mostly worked with Daniel as my sparring partner for urgent questions or just feedback. He was very responsive and courageous.’

‘Unique thorough knowledge with respect to legal issues on food and nutrition. I do not know another firm in the Netherlands that has similar expertise. I work with this firm for nearly 25 years. Always more than satisfactory.’

‘Ebba Hoogenraad is an excellent lawyer. She is outstanding in her field of expertise. You need her, whenever you have a must-win case. She is very accesible at any moment. She is a warm and very engaged person, very pleasant to work with. I have never seen a person so passionate about her work.’

‘The contact is accessible, personal and always professional. They know better than anyone else how to act quickly, practically, deliberately and adequately.’

Key clients

Heineken

Lidl

Ahold Delhaize

Royal Wessanen

Samsung

Suitsupply

Perrigo/Omega Pharma

The majority of major ad agencies active on the Dutch market, including DDB, Havas Lemz, Publicis, MullenLowe Alfred, N=5, FCB, 180 Kingsday, Wieden + Kennedy

Coca-Cola

L’Oréal

Kenniscentrum Suiker & Voeding

Katjes

Koninklijke Vereniging Homeopathie

FrieslandCampina

Work highlights

  • Advised advertising agency Cheil on the legal aspects of CarNext’s The Fangineer – a “wisdom of the crowd” platform gathering advice from fans for F1 driver Max Verstappen.
  • Advised on the legal aspects of an advertising campaign for T-Mobile featuring a Dutch celebrity being tattooed by a robotic arm, controlled remotely by a tattoo artist using 5G technology.
  • Proceedings in appeal on behalf of KVS. KVS objects to a television commercial of a perfume store chain (Douglas) in which misleading claims are made about wrinkles in relation to the consumption of sugar.

Netherlands > Intellectual property: trade marks, copyrights and design rights Tier 3

The Hoogenraad & Haak team specialises in IP; trade marks, copyright and designs together with unfair competition. It is also an expert in food and advertising law (it is the sole Dutch member of the Global Advertising Lawyers Alliance (GALA)). It is noted by clients for its reasonable billing practices, its partner engagement and its ease of communication. Although not the biggest firm, it attracts multi-national clients and hefty infringement actions as well as smaller companies. Practice head Maarten Haak is considered to be ‘a brilliant strategist and great communicator‘; he, Moïra Truijens and associate Mathijs Peijnenburg are highly rated as a team. Also in demand is Daniel Haije who is a specialist in trade mark infringement issues and is an expert in comparative advertising.

Practice head(s):

Maarten Haak

Other key lawyers:

Daniël Haije; Moïra Truijens; Mathijs Peijnenburg; Myrna Teeuw; Lisanne Steenbergen

Testimonials

‘A first choice boutique firm, with a strong focus on trademarks, copyright, design and advertising law. Hands-on and with an excellent value-for-money. Their approach is always tailored to fit the client’s needs and budget.’

‘Maarten Haak and Moïra Truijens are excellent all-round IP lawyers. They are pragmatic, smart, very knowledgeable, responsive and overall very nice to work with. This is the ‘go-to’ law firm in soft IP and advertising law. Together with Mathijs Peijnenburg, they are just a dream team!’

‘Maarten Haak can distinguish well in importance levels during preparation and also during combat.  Maarten keeps his head cool while listening and loading his guns strategically. Under pressure Maarten stands his ground, doesn’t allow the opponent to steel time or position. At the same time, Maarten can think rapidly to negotiate or trade and takes time to explain a strategic position to his client during a process to keep making smart decisions.’

Myrna Teeuw is young and fast, smart, sharp and a great second set of eyes and ears for Maarten. It was a pleasure to have her on the case supporting Maarten and us.’

‘One of the first real IP niche firms in The Netherlands. Very accessible firm  standing out it its specialties.’

‘I worked with Moira Truijens as our external Dutch counsel. Moira was extremely responsive, helpful and had a very ‘can-do’ attitude which was important given the nature of the instruction and the pressing time scale. Her knowledge of the Dutch courts and contacts within them was also very helpful. I would be delighted to refer our client to Moira again regarding any Dutch IP matters.’

‘We are very satisfied about working with both Maarten Haak and Lisanne Steenbergen, in our experience they have proven to be very competent, very quick to respond and eager to win. Maarten has a real winner mentality, his competence, experience and eagerness to win inspire confidence in us, and make us feel prepared for potential (IP) confrontations. They respect our limited budget, make clear indications and agreements for (upcoming) costs, and they have so far successfully managed to steer away from (expensive) court procedures with our opponent.’

‘Moïra Truijens’ experience and feel for the business combined with excellent strategical and negotiating skills have solved many problems that we encounter, both in the Netherlands and abroad. She is a very smart and seasoned sparring partner that enjoys tackling the challenges we face as a business. Her associate Mathijs Peijnenburg delivers good work and is very communicative.’

Key clients

Lidl

Heineken

Ahold Delhaize

L’Oréal

Royal Wessanen (Ecotone)

Samsung

Jaguar Land Rover

FrieslandCampina

Camper

Marimekko

Expert

Suitsupply

Hyundai

Omega Pharma

MullenLowe

Publicis

Secto Design

Lidl

Heineken

Ahold Delhaize

L’Oréal

Royal Wessanen (Ecotone)

Samsung

Jaguar Land Rover

FrieslandCampina

Camper

Marimekko

Expert

Suitsupply

Hyundai

Omega Pharma

MullenLowe

Publicis

Secto Design

Work highlights

  • Defended Lidl and its KORDAAT beer in a high stake trade mark enforcement case against claims from Koninklijke Grolsch based on its trade mark KORNUIT.
  • Acted for Marchfun against one of the biggest Dutch cable/telecom providers Ziggo, based on Marchfun’s patent seeing to wifi hotspots.
  • Acted for a food producer in proceedings on fair use of the generic pepper name ‘tabasco’ against the owner of the TABASCO trademark.

The firm: Hoogenraad & Haak is an independent boutique law firm, specialized in intellectual property law, advertising law and food law. It is based in Amsterdam, the Netherlands, and counsels international and domestic corporate clients, mainly operating in the advertising, food, retail, fashion, entertainment  and design industries. The firm maintains a high level of senior level involvement, so as to ensure that the quality of work meets the highest standards. All of the partners are recommended by the most authoritative industry league tables.

Main areas of practice:

  • Advertising
  • Intellectual property
  • Food law
  • Commercial contracts
  • Entertainment
  • Privacy
PhotoNamePositionProfile
Maarten Haak photo Maarten HaakPartner intellectual property
Daniël Haije photo Daniël HaijePartner advertising law and intellectual property
Ebba Hoogenraad photo Ebba HoogenraadPartner advertising law and food law
Mathijs Peijnenburg photo Mathijs PeijnenburgAssociate
Lisanne Steenbergen photo Lisanne SteenbergenAssociate
Moïra Truijens photo Moïra TruijensPartner intellectual property
Dutch
English (fluent)
French
German