The clip is tagged to Sluipschutters, the Dutch satirical sketch show broadcast by BNNVARA, whose Ron Jans impression carries the catchphrase 'Ik dacht dat dat kon!' ('I thought that was allowed!'). A sketch bit involving his shopping list, or boodschappenlijstje, turned the humble ontbijtkoek, a spiced Dutch breakfast cake, into a running joke. Clipped to under a second and passed around on soundboards, the single deadpan word became a Dutch-language meme reaction, used wherever an earnest, out-of-place answer is the funniest possible reply.