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Peek Freans Cake Up
Cake Up 'Real Goodness Inside' Snacks and Desserts
RAN IN: Pakistan
ENGLISH BISCUIT MANUFACTURERS
Ayesha Janjua, Head of Marketing
Saadi Mansuri, Category Head
Zahra Ali, Director Strategy
Naved Qureshi, General Manager
Rana Waleed , Digital Strategy Manager
* To achieve sales worth PKR 1 Billion end of launch year by building usage frequency in the cupcake category
* Get market share of 10% in the first year – the KPI was set on the benchmark that in biscuits category with 1500 players brands achieved 1-2% market share in 1 year, Cupcakes was a 6billion market with 1 player
* Establish “Cake Up” as the preferred choice that not only offers wholesome goodness but creates emotional relevance and differentiation for the brand
Hero Medium: TV
Medium Featured On Video: EVENTS,INTERACTIVE/ONLINE
Audience: Children (12 and under)
Objectives: Brand launch
Type: Business to Consumer