Mother-to-son notes bring sweetness to cake launch

English Biscuit Manufacturers' inaugural campaign for Cake Up, a new line of packaged cakes, connects the product's functional benefits to family relationships in a way consumers have appreciated. Ogilvy & Mather handled creative, strategy, planning and execution for the 'Real Rishtey' campaign.

Naved Qureshi, general manager of Ogilvy & Mather in Pakistan, said his team studied the functional and emotional appeals used by category competitors and found that a functional approach would suit the launch best, given the category was still in the developing stage of the product lifecycle. 

"Since Cake Up was launched after numerous taste trials against competition, we knew the winning functional insight of the brand was the fact that it was made using real ingredients," said Qureshi.

The team decided on 'Real goodness inside' as the claim for the launch communication to register the brand name, packaging, and range.

Before launching a TVC, the campaign employed numerous offline touchpoints to reach prospective buyers, essentially young mothers, with the functional benefits. That phase began in January. Upon reaching a targeted level of reach, the agency rolled out the emotional component of the campaign this month. The brand film (below) ties the psychological nourishment family relationships can provide to physical nourishment from real ingredients.

"The platform was based on the insight that today's busy schedules have made it harder and harder for parents and their children to spend quality time," said Qureshi. "Since quality time spent is not measured in duration but in the intangible memories it creates, we wanted to start a movement that would inspire our primary audience [6- to 12-year-olds] as well as our secondary audience [their parents] to think about those moments they are missing out on, and to provide a story that shows how to overcome the same."

According to Ogilvy, post-campaign research and social sentiment analysis both show that the target audience of the TVC appreciated the story and its life lessons.

CREDITS

Ogilvy Pakistan
Asim Naqvi, CEO
Naved Qureshi, GM
Waleed Ansari, head of design
Sehr Jafri, account executive
Zahra Ali, director of planning

Ogilvy India
Nikhil Mohan, VP
Sukesh Nayak, CCO
Kunal Sawant, senior creative director
Chandni Kapur, creative director
Sukaina Moosavee, associate creative director
Supriya Venkittathodi, account supervisor
Vipasha Bhuptani, senior VP of planning
Nadia Miranda, strategy director