Creating sweet success for Eggfree Cake Box

Our challenge

Eggfree Cake Box create fresh cream celebration cakes that don’t contain eggs and are hugely popular amongst people who don’t eat eggs for lifestyle, religious or dietary reasons. ThinkOTB were challenged to develop a launch campaign for the new Mini Bites product – a letterbox size box containing small pieces of family favourites like Rocky Road and Flapjack.

Our creative thinking

We started with in-depth competitor, audience and market analysis, and a mystery shop, to really understand the business, before developing a multi-channel cake advertising campaign strategy. Our objectives were clear; a creative marketing campaign that generated a huge buzz around the new product launch on a national level, disrupt the marketplace to reach new audiences, and drive footfall to their 150 franchise stores at a local level.

We created a fun family-focused integrated campaign that led on social media. Our paid campaign targeted new audience segments that we had identified in research, and organic posts to existing followers all generated a buzz and started conversations about the new product. This was supported by an email campaign to existing customers, plus internal comms and in-store promotional materials to engage colleagues and excite customers.

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